Customer effort score

What is customer effort score?

Definition of customer effort score:  

Customer effort score is a metric that measures customer satisfaction with a single question. The goal of this is to encourage brand loyalty by reducing customer effort.

For example, asking customers ‘how was your experience with salesperson __ today?’ with 4x options ‘great, good, ok, bad’ is a form of customer effort score.                                                                        

Abbreviation: CES

Related content:

• Comparing NCS, CES and CSAT
• Customer effort is good: how successful brands make their customers sweat
• Why brands must stop trying to eliminate customer effort

Related resources:

• The 2017 guide to customer surveys

Podcast: