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Learn why Customer Effort Score (CES) is important and how to calculate CES.

Customereffortscore

Providing an effortless customer experience (CX) is critical for growing satisfaction, loyalty, and referrals. However, organizations cannot systematically improve CX without measuring ease and friction at each touchpoint along the customer journey

Enter the Customer Effort Score (CES). This metric tracks the level of effort a customer has exerted to achieve a particular goal, from checking out online to locating information on your website to resolving support cases.

Customer Effort Score (CES) is a metric that measures the relative effort it takes a customer to complete a task or interaction with a company or product. CES will provide clear insight into how easy it is to interact with your products, services, and site. The easier a task is to complete, the less friction a customer feels, and the more satisfied they become. 

SurveyMonkey research shows that 91% of consumers will likely recommend a company after a positive, low-effort experience. With that in mind, improving your CES score can drive higher customer satisfaction and improved customer loyalty—as well as word-of-mouth marketing.

Sending out CES surveys for different stages of the CX process allows you to monitor the customer journey. Your business can use these insights as a catalyst for making enhancements to the customer experience. This process allows you to continually optimize operations that are most prone to friction before customer effort escalates and erodes loyalty.

A CES survey is usually a short survey with a core customer effort question, plus  a few follow-up questions. These follow up questions give you an opportunity to collect some context around the CES question, but do not impact your score. Here’s an example of what a CES survey question might look like: 

“[Your company] makes it easy for me to handle my issue.” 

  1. Strongly agree.
  2. Agree.
  3. Neither agree nor disagree.
  4. Disagree. 
  5. Strongly disagree.