Imagine you just contacted a company’s customer service to solve a technical problem. The experience was so easy that you solved your issue quickly, and you were even motivated to recommend the company. Now, reflect: what made this interaction so positive? Surely, the ease with which you got help played a key role. This is where the Customer Effort Score (CES) comes into play.
The CES measures how easy or difficult it is for a customer to interact with a company, whether it’s to solve a problem, make a purchase, or search for information. Because customer experiences have become the differentiator, perceived effort determines whether a customer returns or abandons a relationship with a brand.
Throughout this article, we will study in depth what the Customer Effort Score is, how it is interpreted, and how it can be applied in different business contexts. We will also discuss case studies where CES has made a difference in customer experience, demonstrating that success is often not in exceeding expectations, but in simplifying the journey.
What the Customer Effort Score measures
As we explained earlier, the CES evaluates the effort that customers perceive when interacting with a company. It focuses on the simplicity and efficiency of processes, seeking to minimize obstacles in the customer journey.
Focus on perceived effort
Unlike other satisfaction metrics, such as the Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT), which assess loyalty or overall satisfaction, the CES addresses one specific aspect: ease. It is based on the premise that customers who encounter less friction in their interactions are more likely to remain loyal to a brand.
How it is measured: the CES survey typically asks a straightforward question, such as: ”How easy was it for you to resolve your problem with our company? “Responses are generally evaluated on a Likert scale, ranging from “Very difficult” to “Very easy.”
Areas of application of the CES
CES is used at various points in the customer journey, such as:
- Technical support: assessing the ease of resolving issues through calls, chats, or help forms.
- Purchase process: measure the simplicity of placing orders, payments, or returns.
- Specific interactions: analyze the ease of use of digital tools or platforms.
Example: an e-commerce company measures CES after customers make a return. Identifying that many users rate the process as “difficult,” they implement a contactless returns policy that reduces the time and steps required.
CES compared to other metrics
While the NPS measures the likelihood that a customer will recommend the brand and the CSAT assesses overall satisfaction, the CES offers more specific insights into frictions in the customer journey. This makes it an ideal metric for identifying areas where the experience can be optimized.
Advantages of CES:
- Focuses improvement efforts on critical points.
- Provides actionable data faster.
- Has a direct correlation to retention and loyalty.
Calculation and interpretation of CES
The CES is calculated by averaging the scores given by customers in the survey. For example, if the scale is 1 to 7, where 7 represents “very easy”, and you get the following responses: 5, 6, 7, 6, and 5, the CES would be 5.8.
Formula:
A high CES indicates that customers perceive interactions as easy and frictionless, while a low CES indicates areas for improvement.
Ranking analysis
The meaning of the scores may vary by industry, but generally:
- High scores (6-7 on a scale of 7): indicate that processes are smooth and well-designed.
- Medium scores (4-5): suggest that there are minor frictions that could be optimized.
- Low scores (1-3): reveal problems that could affect brand perception and loyalty.
Example: A SaaS company with an average CES of 4.2 in its technical support detects that customers have difficulty understanding the help portal. This leads to the implementation of interactive tutorials and better organization of the knowledge base.
Acting on the results
The CES also provides specific information for action. Areas with low scores should be addressed quickly by:
- Process simplification: reducing unnecessary steps or automating complex tasks.
- Team training: ensure that employees have the necessary tools to solve problems efficiently.
- Technology investment: implement platforms that streamline customer interactions.
Cases with Customer Effort Score: applications and lessons learned.
In various industries, measuring customer-perceived effort has enabled companies to uncover friction points, redesign processes, and, ultimately, optimize satisfaction and loyalty. Below, we will look at some outstanding cases that illustrate how CES can be applied in different industries and contexts.
E-commerce: revolutionizing the returns process
E-commerces have been able to identify, through CES, their customers’ ratings of the returns process as complicated and frustrating, with average scores of 3.8 on a scale of 1 to 7. Major complaints include confusing steps, long wait times, and unclear policies.
Actions to implement:
- Create a self-service portal that allows customers to generate return labels and track the progress of their requests in real time.
- Simplified instructions and more flexible return options, such as home pickup or convenient drop-off points.
- Introduction of FAQ sections and tutorials to guide customers step-by-step.
Potential results:
- CES will increase from 3.8 to 6.2 in six months.
- The decrease in return-related complaints decreased by at least 40%.
- Customers who experience the new process will be 25% more likely to make repeat purchases.
SaaS: Simplifying support
In the software-as-a-service (SaaS) industry, the technical support experience is critical, and several companies focused on project management tools have found through CES that customers find technical support “too complicated,” with an average score of 4.2. Customers point to difficulties finding answers in the knowledge base and long wait times to speak to an agent.
Actions that can be implemented:
- Introduction of intelligent search systems in the knowledge base, powered by artificial intelligence, that suggest relevant articles based on user queries.
- Interactive tutorials and how-to videos to address common problems.
- Reorganization of support requests, with priority given to complex issues for human agents and redirections of simple queries to advanced chatbots.
Expected results:
- The technical support CES could rise to 5.9 in three months.
- The workload of the human support team would be reduced by 30%, allowing faster response times for complex cases.
- Improved overall satisfaction with the support service.
Financial institutions: improving the mobile payments experience
Banks using CES to analyze their customers’ experience of making payments through their mobile app have identified average scores of 4.0, customer reports have mostly been about the confusing design of interfaces and the unnecessarily lengthy authentication process.
Actions to implement:
- Redesign of mobile applications with a focus on usability, simplifying navigation, and reducing the number of steps to complete a payment.
- Implementation of biometric authentication options, such as facial recognition and fingerprints, to streamline the process.
- Incorporation of tutorials within the application to guide new users.
Possible results:
- CES in mobile payments would rise to 6.5 after the redesign.
- Usage of the app would increase by up to 20%, especially among young customers, who valued the simplicity of the process.
- Payment-related complaints would decrease, reinforcing the positive perception of the brand.
Telecommunications: resolving connection problems faster
In the telecommunications sector, Internet providers turn to CES to measure the effort required by their customers to resolve connection problems. With an average score of 3.5, customers report long wait times to speak to an agent and solutions that do not always address their problems.
Actions to implement:
- Implement an IVR (Interactive Voice Response) system that collects specific details of the issue before transferring the call to an agent, reducing diagnostic time.
- Create a mobile application that allows customers to perform basic connection tests and reboot equipment remotely.
- Offer visual support options via video calls to resolve technical issues more quickly.
Expected results:
- CES increases to 5.8 in four months.
- Issue resolution times decrease by 40%.
- Customer retention improves by 15% due to the perception of more efficient service.
Travel & Hospitality: Simplifying booking and check-in
CES’ evaluation of hotel chains in their reservation and check-in process reveals average scores of 5.5, as customers have sometimes found the online reservation system unintuitive and the face-to-face check-in process sometimes slow and bureaucratic.
Actions to be implemented:
- Redesign the reservation system to make it more accessible, including clearer filters and simplified payment options.
- Introduce digital check-in that allows guests to check in from their mobile devices before arriving at the hotel.
- Train staff to reduce wait times at the front desk.
Possible results:
- CES increase to 6.4 in both areas.
- Reduced check-in times by 50%, which would improve guest satisfaction.
- Positive comments on review platforms would increase, strengthening the brand’s reputation.
Technological tools to measure Customer Effort Score
Measuring and analyzing this metric efficiently requires the support of technological tools to collect data and transform it into insights. Let’s analyze the main technological tools available to measure CES and how they can be integrated into customer experience strategies.
Online survey platforms
Online survey platforms are versatile tools for measuring CES. These solutions allow you to design customized surveys, distribute them across multiple channels, and collect responses in real time.
Main features:
- Survey design: intuitive interfaces to create CES questions with response options on Likert scales.
- Omnichannel distribution: allows surveys to be sent by email, SMS, social networks, or integrated into websites and mobile applications.
- Data analysis: offer graphs, statistics, and detailed reports to interpret results.
Featured tools:
- SurveyMonkey: ideal for businesses of all sizes, with advanced customization and analysis options.
- Google Forms: a free and simple solution for small businesses that need to collect basic data.
- Typeform: specializing in interactive surveys that improve response rate thanks to its user-friendly design.
Advantages:
- Easy to implement.
- Flexibility to adapt to different touchpoints.
- Results are accessible in real time.
Customer Experience Management Software (CXM)
CXM platforms are designed to manage and optimize all aspects of the customer experience, including CES. These tools are typically more comprehensive, integrating data collection with advanced analytics and automation options.
Key features:
- Data segmentation: enables CES to be analyzed by specific segments, such as demographic groups, channels, or stages of the customer journey.
- Integration with CRM: connect CES data with customer relationship management platforms, providing a comprehensive view.
- Predictive analytics: use artificial intelligence to anticipate trends and suggest actions based on CES results.
Featured tools:
- Qualtrics XM: offers advanced functionalities to measure and analyze CES, with benchmarking and detailed segmentation options.
- Medallia: ideal for large enterprises looking to integrate CES with other experience metrics and gain deep insights.
- Zendesk Suite: combines CES measurement with customer support tools, enabling end-to-end management of interactions.
Advantages:
- Advanced analytical capabilities.
- Ideal for companies with multiple touchpoints.
- Facilitate the use of CES as part of a comprehensive customer experience strategy.
Chatbots and automated feedback systems
Chatbots and automated feedback systems allow you to collect CES quickly and efficiently, especially in digital interactions such as live chats or messaging services.
Key features:
- Contextual surveys: allow CES to be measured immediately after an interaction, ensuring real-time feedback.
- Automation: chatbots collect responses automatically and send the data to centralized systems for analysis.
- Seamless experience: customers do not need to leave the channel to answer the survey, which improves the response rate.
Featured tools:
- Intercom: a chatbot that includes built-in polling features to measure CES in support conversations.
- Drift: ideal for sales and support teams, collects CES data while interacting with customers.
- Tidio: a cost-effective solution for small businesses that want to measure CES directly from their chat channels.
Advantages:
- Immediate and seamless collection.
- Less friction for customers.
- Integration with CRM and CXM systems.
Integrations with CRM systems
Measuring CES within customer relationship management (CRM) platforms allows you to get a broader context of how interactions impact customer perception.
Key features:
- Full history: link CES responses to each customer’s interaction history, providing deeper insights.
- Survey automation: send CES surveys automatically after specific interactions, such as support resolutions or contract renewals.
- Custom dashboards: offer visual reports tailored to business needs.
Featured tools:
- HubSpot CRM: allows you to design and distribute CES surveys while storing the results along with other customer data.
- Salesforce: includes advanced CES automation and analytics capabilities as part of its customer experience ecosystem.
- Zoho CRM: an affordable solution for small and medium-sized businesses looking to measure CES as part of their customer management.
Advantages:
- Direct connection to sales and retention strategies.
- Contextualization of CES within the customer journey.
- Process automation to reduce manual efforts.
Integrated survey and feedback systems
These tools are specifically designed to measure customer experience metrics, including CES, and are often easily integrated with other enterprise systems.
Key features:
- Omnichannel feedback: allows you to measure CES on emails, social networks, mobile apps, and more.
- Centralized analytics: collect data from multiple touchpoints and present it in a single dashboard.
- Advanced customization: tailor surveys to different customer segments or stages.
Featured tools:
- SurveySparrow: offers customizable surveys with detailed analytics and the ability to measure multiple experience metrics.
- Nice Satmetrix: a tool focused on B2B companies to measure CES along with NPS and CSAT.
- GetFeedback: combines ease of use with robust integrations to measure CES and act on results.
Advantages:
- Suitable for measuring CES in companies with multiple channels.
- Intuitive design that encourages customer response.
- Advanced functionality for in-depth analysis.
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Measuring Customer Effort Score is a way to listen to our customers, understand their needs and act accordingly.
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Conclusions
When we think about customer experience, we often focus on dazzling and exceeding expectations, but the Customer Effort Score teaches us something fundamental: sometimes, less is more. The real magic is in simplifying, in making every interaction with our company as smooth as possible. Because who doesn’t value having their life made easier?
We’ve explored how different companies have used CES to identify friction points and turn them into opportunities. From simplifying a returns process to redesigning a mobile app, small, strategic changes can make a big difference. These cases are proof that by focusing on reducing customer effort, we improve customer satisfaction and their perception of our brand.
What do we take away from all this? Measuring CES is a way to listen to our customers, understand their needs, and act accordingly. It’s not about making everything perfect, it’s about making it easier.
Now it’s your turn. Think about the processes your company offers: is there anything you can simplify? How could you implement CES to gain actionable insights? At the end of the day, the key is to keep customers coming back because they know that with you, everything is simpler. And that, without a doubt, is a strategy that will always pay off.
