Customer Effort Score (CES) is a customer experience metric that measures how easy or difficult it was for a customer to get their issue resolved. It helps call centers assess the level of effort required from customers during support interactions, with the goal of minimizing friction and improving satisfaction.
What Is Customer Effort Score (CES)?
CES is typically measured through a post-interaction survey that asks customers to rate the ease of their experience, often on a scale from “very difficult” to “very easy.” Lower effort scores correlate with higher customer satisfaction and loyalty. In call centers, CES is used to identify pain points in the customer journey and streamline support processes.
Benefits of Measuring CES in Call Centers
- Identifies Friction Points – Highlights areas where support processes can be simplified.
- Predicts Customer Loyalty – Low-effort experiences often result in higher retention.
- Improves Agent Performance – Helps train agents to reduce complexity during calls.
- Optimizes Self-Service – Guides improvements to IVR menus, chatbots, and online help.
- Supports CX Strategy – Aligns with other metrics like NPS and CSAT for a full view of customer experience.
Use Cases in Contact Centers
- Post-Call Surveys – Measure customer effort after each interaction.
- Channel Comparisons – Compare CES across phone, chat, and email channels.
- Agent Coaching – Use CES feedback to identify areas for agent development.
- Process Improvement – Pinpoint complex workflows that frustrate customers.
- Customer Journey Analysis – Track CES at different stages of service delivery.
Related Technologies
- Net Promoter Score (NPS) – Measures likelihood to recommend, often compared with CES.
- Customer Satisfaction Score (CSAT) – Captures overall satisfaction after an interaction.
- First Call Resolution (FCR) – Tracks resolution efficiency, often tied to CES outcomes.
- Call Center Metrics – Broader category of performance indicators including CES.
- Customer Experience (CX) Platforms – Tools that centralize and analyze customer feedback.
FAQ
What is a good Customer Effort Score?
A good CES is typically in the higher range of your scale (e.g., 5–7 on a 7-point scale), indicating that customers found the interaction easy.
How is CES different from NPS or CSAT?
CES focuses on the effort required during a specific interaction, while NPS measures loyalty and CSAT gauges overall satisfaction.
How do you collect Customer Effort Score data?
Usually through a short survey immediately after a support interaction, delivered via email, chat, or automated phone message.
Can CES be used to evaluate self-service tools?
Yes. CES is especially useful for measuring how intuitive and efficient your self-service channels are.
