Customer
Customer Effort Score (CES)
CES measures the ease with which customers can complete a desired action, such as purchasing a product, resolving a service issue, or using a feature. A low score indicates that customers are experiencing difficulties, while a high score reflects a seamless experience.
HOW TO MEASURE
CES is typically assessed through customer surveys asking how easy it was to perform a specific action on a scale, often from "Very Easy" to "Very Difficult". The score is calculated as the average of all responses.
HOW TO IMPROVE
Simplify Processes: Streamline complex processes or steps in customer interactions.
Enhance User Interfaces: Improve the usability of websites and apps.
Provide Better Support: Offer more effective and accessible customer support options.
Feedback Implementation: Regularly gather and act on customer feedback to remove friction points.
FORMULA
CES = Average of all customer responses on the ease of completing an action
EXAMPLE
An e-commerce company sends out a post-purchase survey asking, "On a scale from 1 (Very Difficult) to 5 (Very Easy), how easy was it to complete your purchase?" If 200 customers respond with an average score of 4.2, the CES would be 4.2, indicating that customers find the purchasing process relatively easy.
DEPARTMENT USAGE
Customer Success: To ensure customer interactions are efficient and satisfactory.
Product: To refine product design and functionality based on customer feedback.
Marketing: To understand and promote the ease of use of the product.
Leadership: To make informed decisions about customer experience strategies
View the collection of Metrics Workshops.