Introduction To Customer Effort Score
Customer Effort Score is a popular metric used to measure
customer service satisfaction using one single question. The principle behind
this is that companies create loyal customers by reducing customer effort. Customer
Effort Score (CES) is one of the strongest indicators of customer satisfaction
and loyalty in particular. It can help you uncover any weak spots in your
customers experience by sending surveys after specific touchpoints or
interactions with your service team.
How CES Is Measured
Customer Effort Score is measured by asking customers to
rate how much they agree or disagree with one simple statement. The wording on
this can vary but is usually:
“The company made it easy for me to handle my issue/request”.
Respondents will then be presented with a 1 to 5 scale from
strongly disagree to strongly agree.
The CES is the average of all received ratings.
Benefits of CES
Using Customer Effort Score helps you create more actionable
insight to help improve customer experience. It allows you to focus on specific
areas of your customer journey to reduce effort and therefore increase customer
Intro to Customer Satisfaction
Customer Satisfaction, or CSAT for short, is another key
performance indicator that focuses on tracking how satisfied your customers are
with your company’s products or services.
How CSAT Is Measured
Your companies CSAT is measures through asking a question
through a feedback survey. This usually would be along the lines of:
“How satisfied were you with the product/service?”
Respondents are then presented with a 1 to 5 scale from Very
unsatisfied to Very satisfied.
The results are then averaged out to give a score which is
usually expressed as a percentage. 100% being total customer satisfaction and
0% being total customer dissatisfaction. Only responses of 4 or 5 are counted
as satisfied customers and are included in the calculation so the calculation is:
(number of satisfied customers/number of survey responses) x
100 = % of satisfied customers.
Benefits of CSAT
Customer Satisfaction surveys allow you to track general
levels of customer satisfaction and identify overall aspects of your service
that can be improved. It is very simple to measure and can help you better understand
your customer sentiments and their expectations.
CES or CSAT?
So which metric should you use? Well the good news is that
these two metrics actually can work really well together.
Customer Satisfaction can be very useful in identifying how
your customers feel about your brand and be something you are collecting from
customers frequently. Your Customer Effort Score surveys should only be sent on
the resolution of a conversation and so the two should not get in each other’s
Customer Effort Score can’t really tell you what kind of
relationship a customer has with your brand in general but really helps you
focus on specific touchpoints in your customer journey. This helps make your
feedback more actionable and therefore you can have more of a direct impact in improving
Customer Satisfaction surveys allow you to discover more general
feedback about brand which gives you a wider picture than Customer Effort
Score. This could be around general brand satisfaction or a specific product
While CSAT gives you the better overall picture of how your
customer feels, CES gives you more specific feedback on the key touch points in
the customer journey. Combining both of these will allow you to see overall trends
and perception of your brand while ensuring you are not allowing any pain points
in the customer journey that could impact on brand loyalty.