Introduction
While metrics like NPS and CSAT focus on customer satisfaction and loyalty, Customer Effort Score (CES) zeroes in on a crucial aspect: how easy (or difficult) it is for customers to interact with your business.
In this guide, we will cover:
- 1. What CES is and why it matters
2. How to calculate CES
3. Best practices for implementing CES surveys
4. Real-world examples of CES in action
What is Customer Effort Score (CES)?
Customer Effort Score (CES) measures how much effort a customer has to exert to get a problem resolved, a request fulfilled, or a question answered. It is typically measured through a single survey question:
“How easy was it to resolve your issue with [Company/Product]?”
Responses are usually recorded on a scale of 1–5 or 1–7, where:
- 1 = Very Difficult
- 5/7 = Very Easy
- A high CES indicates that interactions are smooth and frictionless, while a low CES suggests that customers are struggling to get their issues resolved.
Why is CES Important?
- 1. Predicts Customer Loyalty: According to Gartner, reducing effort is a stronger predictor of customer loyalty than delighting customers.
- 2. Identifies Pain Points: CES highlights specific points of friction in the customer journey that may otherwise go unnoticed.
- 3. Improves Retention: Customers who experience low effort are less likely to churn and more likely to return.
- 4. Drives Operational Efficiency: Simplifying processes reduces support costs and enhances service quality.
Fact: 96% of customers with high-effort interactions are more likely to churn, while only 9% of those with low-effort experiences are likely to leave.
How to Calculate Customer Effort Score
CES can be calculated using the following formula:
CES = Sum of all customer effort scores / Total number of respondents
Example Calculation:
- 100 customers respond to a CES survey with the following scores:
– 20 respondents rated it 1 (Very Difficult)
– 30 respondents rated it 2- – 30 respondents rated it 4
– 20 respondents rated it 5 (Very Easy) - Total Score = (20×1) + (30×2) + (30×4) + (20×5) = 20 + 60 + 120 + 100 = 300
- Total Respondents = 100
CES = 300 / 100 = 3.0
In this case, the CES score is 3.0, indicating a moderate level of effort for customers.
CES vs. NPS vs. CSAT: Key Differences
Insight: CES is best used for service interactions, while NPS is for long-term loyalty and CSAT for transaction-specific feedback.
Best Practices for Implementing CES Surveys
- 1. Choose the Right Touchpoints:
- – After support calls or live chat sessions
- – Post-purchase or service interaction
- – After onboarding or product setup
- 2. Keep It Simple:
- – Limit the CES survey to one or two questions to avoid survey fatigue.
- 3. Use Follow-Up Questions:
- – Ask open-ended questions like, “What made this interaction difficult?” or “What could we improve?”
- 4. Automate the Feedback Loop:
- – Set up real-time alerts for low CES scores to enable quick follow-up actions.
- 5. Benchmark Your CES:
– Track CES over time and compare it with industry benchmarks to assess progress.
Real-World Example: CES in Banking
A leading Indian retail bank implemented CES surveys after every mobile app transaction. The initial CES score was 2.4, with common complaints around slow login and complex payment processing.
By optimizing the mobile app interface and reducing the number of steps for transactions, the bank increased its CES to 4.1 within six months and reduced support call volumes by 25%.
How Zykrr Helps You Track CES
Zykrr’s CXM platform includes:
- 1. Automated CES surveys post-service interactions
2. Real-time alerts for high-effort interactions
3. Analytics to identify recurring friction points
4. Closed-loop feedback to resolve low CES scores proactively - Ready to simplify your customer interactions? Request a Demo with Zykrr
Frequently
Asked Questions
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What is a good CES score?
A CES score of 4.0 or higher (on a 1–5 scale) or 6.0 or higher (on a 1–7 scale) is considered excellent and indicates low customer effort.
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When should you use CES instead of NPS?
Use CES after support interactions or service calls to gauge ease of resolution. NPS is better for measuring overall loyalty.
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How can CES improve customer retention?
By identifying high-effort interactions and reducing friction points, CES can prevent churn and increase repeat business.
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What is the best CES scale to use?
A 1–5 scale is common, but some companies use a 1–7 scale to capture more granular feedback.
