Customer Effort Score (CES)

Customer Effort Score (CES) is a metric used to measure the level of effort a customer has to put forth when interacting with a company or using its products or services. It quantifies the ease or difficulty of the customer experience and provides valuable insights into customer satisfaction and loyalty.

Customer Effort Score (CES) is a metric designed to assess the effort customers exert during their interactions with a company. It focuses on measuring the ease or difficulty of specific touchpoints, such as customer support interactions, purchasing processes, or product usage. By understanding the level of effort required, businesses can identify pain points, streamline processes, and enhance the overall customer experience.


Measuring customer effort score

To measure Customer Effort Score, a commonly used method is the Customer Effort Score survey. This survey typically asks customers to rate the level of effort they had to exert on a scale, often ranging from "Very Easy" to "Very Difficult" or using a numerical scale. The survey may also include open-ended questions to gather additional qualitative feedback on the reasons behind the given score. The cumulative responses provide a quantitative measure of the overall customer effort.

Customer effort score calculation

The calculation of Customer Effort Score involves averaging the individual scores provided by customers. The specific formula for calculating the CES can vary depending on the scale used in the survey. One commonly used approach is to calculate the average score based on a numerical scale. For example, if the scale ranges from 1 to 7, the CES can be calculated by summing up all the scores and dividing the total by the number of respondents.

The Customer Effort Score (CES) is typically measured using a rating scale, often ranging from "Very Easy" to "Very Difficult" or using a numerical scale. While there is no universally standardized formula for calculating the CES, the most common approach is to calculate the average score based on the responses collected from customers.

Here's a formula to calculate the average Customer Effort Score:

  1. Start by collecting individual customer effort scores from each respondent. These scores are typically provided on a scale, such as 1 to 5 or 1 to 7, where a lower score represents lower effort and a higher score indicates higher effort.
  2. Sum up all the individual effort scores obtained from the respondents.
  3. Divide the sum by the total number of respondents to calculate the average score.

Formula for Customer Effort Score:

Customer Effort Score = (Sum of individual effort scores) / (Total number of respondents)

Interpreting customer effort score

A lower Customer Effort Score indicates that customers perceive their interactions as effortless and friction-free, suggesting a positive customer experience. On the other hand, a higher score implies that customers find the experience more challenging or demanding, indicating potential areas for improvement. By analyzing the CES results, businesses can pinpoint specific touchpoints that require attention and invest in initiatives to reduce customer effort, enhance satisfaction, and drive customer loyalty.

Benefits of customer effort score

Customer Effort Score provides several benefits to businesses, including:

  • Identifying pain points: CES helps identify specific areas where customers face obstacles or difficulties, enabling businesses to address these pain points and enhance the customer journey.
  • Improving customer satisfaction: By reducing customer effort, businesses can enhance overall customer satisfaction, leading to increased loyalty and higher customer retention rates.
  • Streamlining processes: CES insights help streamline processes and remove unnecessary steps or complexities, improving operational efficiency.
  • Enhancing customer loyalty: A seamless and effortless customer experience can foster loyalty, encourage repeat purchases, and generate positive word-of-mouth recommendations.

A customer hub can contribute to reducing the Customer Effort Score (CES) in several ways

  1. Centralized Information Access: A customer hub serves as a centralized for all customer interaction and engagement. By creating an automated and personalized experience in a centralized place customer satisfaction score rises.
  2. Self-Service Capabilities: Customer hubs include self-service functionalities, allowing customers to perform tasks and resolve issues on their own. These self-service options, such as account management, order tracking, or troubleshooting tools, empower customers to take control of their experience and resolve simple inquiries without the need for contacting customer support. By enabling customers to resolve issues independently, the customer hub reduces the effort associated with seeking assistance.
  3. Personalization and Automation: A well-designed customer hub can leverage personalization and automation to cater to the unique needs and preferences of each customer. By using customer data and behavior patterns, the hub can present relevant information, recommendations, and solutions tailored to the individual customer. This personalized approach minimizes the effort required for customers to find the information or support they need, as the hub anticipates and delivers relevant content proactively.
  4. Feedback and Continuous Improvement: Customer hubs can also include feedback mechanisms, such as surveys or ratings, to gather insights on the customer experience. By actively seeking customer feedback and analyzing their inputs, businesses can identify pain points and areas of high effort. This information can then be used to drive improvements in the customer hub's usability, content organization, and overall functionality, reducing customer effort over time.

In conclusion, Customer Effort Score is a valuable metric that enables businesses to gauge the level of effort customers experience when interacting with their products, services, or support channels. By measuring and analyzing CES, companies can proactively identify areas for improvement, optimize processes, and ultimately deliver a more satisfying customer experience.


By implementing a customer hub that combines centralized information access, self-service capabilities, personalization, seamless communication channels, and continuous improvement based on customer feedback, businesses can significantly reduce the effort customers need to put forth when interacting with their products, services, or support channels. This, in turn, leads to a lower Customer Effort Score (CES) and a more satisfying customer experience.

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy and Cookie Policy for more information.