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How to use the Customer Effort Score (CES) metric

Simplifying CX YouTube series video on how to use the CES metric.

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Video transcript

Hey everyone, Sara here from GetFeedback. Welcome to another episode of Simplifying CX.

If you’re new to this channel, welcome! Our videos are here to provide you with straightforward answers to the biggest CX challenges. If that sounds relevant to you--don’t forget to subscribe!  

Today I’m going to go over the basics of the Customer Effort Score, also known as CES, which is one of the most popular customer loyalty metrics. 

First, I’ll explain why CES is important. Then I’ll go over how to measure it. Lastly, I’ll explain how you should use the Customer Effort Score metric. 

Customer Effort Score (CES) is a customer loyalty metric used by companies to measure the level of effort that a customer experienced with a particular interaction.  

This metric goes hand in hand with great customer loyalty. According to Gartner, 96% of customers with a high-effort service interaction become more disloyal compared to just 9% who have a low-effort experience.  

They also found that low-effort interaction costs 37% less than a high-effort interaction.

OK so how do you measure it?

The Customer Effort Score is measured by asking customers to agree or disagree with the statement: The company made it easy for me to handle my issue.

The customers can choose from seven answer choices ranging from strongly disagree to strongly agree.

The CES score is calculated by finding the average of all responses. This means, taking the total sum of responses and dividing it by the total number of survey respondents.

So, for example,  let’s say you received 50 survey responses and the total sum is 200. You would get a CES score of 4.

A 4 isn’t great though. Generally speaking, you should strive for a CES score that is 6 or 7. 

The Customer Effort Score is a touchpoint metric.

As a touchpoint metric, the goal is to understand how well a brand performed at a particular point in the customer journey.

A CES survey is often deployed after a support interaction or an onboarding process. The purpose being to identify and remove obstacles that are getting in the way of your customers’ success.

CES should be used during the purchasing stage in the customer journey, because the ease of completing the purchase is critical.

It should also be used to measure the speed and efficiency during the ask and engage stages, where the customer is mostly interacting with customer service and support.

Keep in mind, these are just some examples. There are many touchpoints where you could measure customer effort. 

So, in summary, the Customer Effort Score is used to measure the level of effort that a customer experiences when they interact with your brand.  

For a complete guide on how to use the CES metric, click on the description section of this video. 

Also, if there’s a topic that you’d like us to cover -- tell us in the comments section! 

And make sure to subscribe now to see more videos that simplify CX. 

Until next time! 

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