Customer effort score (CES) is a system for evaluating how much effort is required on the part of a customer to achieve satisfaction in their experience with a company. Usually calculated by averaging the response to a single follow-up survey question after a customer support experience, the customer will be asked to rate the interaction on a scale of "Very Difficult" to "Very Easy."
The higher the CES, the easier the experience is from start to finish for a customer trying to meet a specific need. Actions that can be measured with customer effort scores include making a purchase, resolving an issue, registering for a service or visiting a website. Evidence has shown that amount of effort needed is often correlated with how likely the consumer will continue to use, subscribe or pay for a company's product or services.
Customer effort scores can be improved by streamlining support channels, minimizing the repetition of information, and decreasing the amount of wait time or transfers necessary during a phone call. Measuring the CES can lead to higher overall customer satisfaction scores (CSAT), better customer loyalty, more efficient support documentation and lower customer service costs.