CES (Customer Effort Score)
Identify and eliminate customer friction points to build loyalty and reduce support costs.
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Why Customer Effort Score Matters
Research by Gartner shows that 96% of customers who have high-effort experiences become disloyal, compared to only 9% who have low-effort experiences. CES measures the ease of getting things done, making it a powerful predictor of future purchase behavior and customer lifetime value.
When to Use CES Surveys
Deploy CES surveys after key customer interactions: completing a purchase, resolving a support ticket, onboarding process completion, account setup or changes, and returns or cancellations. Focus on touchpoints where customers are trying to accomplish specific goals.
Acting on CES Data
Low CES scores often reveal process issues rather than product issues. Common friction points include: confusing navigation, too many form fields, unclear instructions, having to repeat information, or requiring multiple contacts to resolve an issue. Fix the biggest friction points first and measure improvement with subsequent surveys.