Customer Effort Score (CES) is a metric used to measure the ease of customer interactions with your products, services, or support. By understanding how much effort customers need to expend to resolve their issues, companies can identify areas for improvement and increase customer satisfaction and loyalty.
CES can be calculated using a single question survey that asks customers to rate their experience on a scale. A common question is: “On a scale of 1-7, how easy was it for you to resolve your issue with our company?” The score is then calculated by averaging the responses, with higher scores indicating lower customer effort.
While both CES and Customer Satisfaction Score (CSAT) measure customer satisfaction, they focus on different aspects. CES evaluates the ease of interaction, while CSAT measures overall satisfaction with a product or service. CES is particularly useful in identifying friction points that may not be evident in CSAT surveys, enabling businesses to address specific issues and streamline the customer experience.
Net Promoter Score (NPS) measures customer loyalty and the likelihood of customers recommending your business to others. While CES focuses on ease of interaction, NPS emphasizes the overall relationship between customers and your business. Both metrics are valuable, but they serve different purposes. Companies should use CES to improve customer experiences and NPS to gauge brand loyalty.