Customer Effort Score
Definition
Customer Effort Score (CES) is a key performance metric used to gauge how much effort customers must exert when interacting with a company, particularly in support and service contexts. It focuses on the simplicity of customer experiences, aiming to minimize friction in processes such as purchasing, troubleshooting, and obtaining support.
In the realm of user experience (UX), CES has gained importance as companies recognize that reducing customer effort can lead to higher satisfaction and loyalty. Unlike traditional metrics like Customer Satisfaction Score (CSAT) or Net Promoter Score (NPS), which measure overall satisfaction or likelihood to recommend, CES specifically targets the ease of interaction.
Typically measured through a single question survey—often asking customers to rate their effort on a scale from 'very low' to 'very high'—CES provides actionable insights into how well companies are facilitating customer interactions. A lower score indicates a smoother experience, while a higher score suggests areas needing improvement.
Expanded Definition
The concept of Customer Effort Score emerged from research suggesting that the effort required from customers is a significant predictor of customer loyalty. The framework posits that customers who experience less friction are more likely to remain loyal and advocate for the brand. CES is especially useful in identifying pain points within the customer journey that may not be captured by traditional satisfaction metrics.
Historically, the focus in customer experience was on delighting customers through exceptional service. However, studies have shown that minimizing customer effort can be even more impactful. As a result, organizations are now prioritizing streamlined processes and efficient service delivery to foster stronger customer relationships.
Key Activities
Conducting CES surveys post-interaction to gather customer feedback.
Analyzing CES data to identify friction points in the customer journey.
Implementing changes based on CES insights to improve service processes.
Training staff to enhance customer interactions based on CES findings.
Monitoring CES trends over time to measure the impact of changes made.
Benefits
Improves customer retention by identifying and reducing friction points.
Enhances overall customer satisfaction by streamlining experiences.
Provides actionable insights for process improvement.
Encourages a customer-centric approach within the organization.
Helps prioritize initiatives that have the most significant impact on customer experience.
Example
For instance, a telecommunications company might notice that its CES scores are high during service calls related to billing issues. By analyzing the customer feedback, they could identify specific pain points, such as long wait times and complex billing explanations. In response, the company could simplify their billing process and enhance their customer support training, ultimately reducing effort and improving overall satisfaction.
Use Cases
Evaluating customer interactions following support calls or chat sessions.
Measuring customer experiences with online purchases or returns.
Assessing the usability of customer service websites and mobile apps.
Identifying challenges in onboarding processes for new customers.
Tracking changes in customer effort after implementing new service features.
Challenges & Limitations
CES can be influenced by subjective customer perceptions, leading to variability in results.
May not capture the full scope of customer experience if not combined with other metrics.
Requires a consistent approach to measurement to ensure data reliability.
Overemphasis on reducing effort could overlook opportunities for creating delightful experiences.
Tools & Methods
Survey tools like SurveyMonkey or Typeform for collecting CES data.
Customer relationship management (CRM) systems for tracking interactions.
Data analytics platforms to analyze CES trends.
Usability testing software for evaluating customer interaction processes.
Feedback management systems to consolidate customer input.
How to Cite "Customer Effort Score" - APA, MLA, and Chicago Citation Formats
UX Glossary. (2025, February 12, 2026). Customer Effort Score. UX Glossary. https://www.uxglossary.com/glossary/customer-effort-score
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