Definition: Customer Effort Score (CES) is a metric used to measure the ease of a customer’s experience when interacting with a company or completing a specific task. It focuses on assessing the level of effort a customer had to put forth to resolve an issue, make a purchase, or accomplish their goal.
Calculation: CES is typically measured by asking customers a question such as: “On a scale of 1-10, how much effort did you have to put forth to complete a specific task?” Customers respond with a rating, with 1 indicating low effort and 10 indicating high effort. The average score is then calculated to determine the CES.
Benchmark: Benchmarking CES can vary depending on the industry and the specific task or interaction being evaluated. However, lower scores on the scale (closer to 1) generally indicate lower customer effort and higher satisfaction. It is important to establish internal benchmarks or compare scores against industry standards to assess the effectiveness of customer experience efforts.
Importance: Reducing customer effort is essential for enhancing customer satisfaction and loyalty. When customers encounter high levels of effort, such as navigating complex processes, dealing with lengthy wait times, or encountering multiple touchpoints to resolve an issue, they are more likely to become frustrated, dissatisfied, and potentially churn. By focusing on minimizing customer effort, businesses can improve the overall customer experience, streamline processes, and increase customer loyalty.
Alternate Terms: CES