Definition
A survey metric measuring how much effort a customer had to expend to get something done, such as resolving an issue or completing a task.
Why it matters for growth
Lower effort correlates strongly with loyalty; CES helps teams find and remove friction points that a satisfaction score alone might not surface.
Example
A billing change process that used to require three support emails is redesigned into a self-serve toggle, cutting CES scores in half.
FAQ
- What is Customer Effort Score (CES)?
- A survey metric measuring how much effort a customer had to expend to get something done, such as resolving an issue or completing a task.
- Why does Customer Effort Score (CES) matter for growth?
- Lower effort correlates strongly with loyalty; CES helps teams find and remove friction points that a satisfaction score alone might not surface.
- What is an example of Customer Effort Score (CES)?
- A billing change process that used to require three support emails is redesigned into a self-serve toggle, cutting CES scores in half.