What is the Customer Effort Score (CES)?

The Customer Effort Score (CES) is a measurement tool that helps companies understand how easy it is for customers to complete an interaction with their business. While other methods focus on satisfaction or loyalty, CES specifically measures the amount of effort a customer must put in. But how exactly does CES work and why is it so valuable?

The basics of the Customer Effort Score

The Customer Effort Score is calculated using one simple question:
“How much effort did you have to put in to resolve your issue or achieve your goal?”
Customers respond on a scale from 1 to 5 or 1 to 7, where a lower score indicates less effort. The idea behind CES is simple: the less effort required, the more likely customers are to be satisfied and remain loyal.

Why is the Customer Effort Score important?

The Customer Effort Score gives companies unique insights because it:

• Identifies problem areas: It reveals where customers struggle during their interaction.
• Increases customer retention: Less effort means a higher likelihood of customers staying.
• Improves the customer journey: It highlights friction points that lead to negative experiences.

How to use the Customer Effort Score effectively?

The CES is a practical tool that helps organizations optimize customer processes. To use it effectively:

1. Listen to feedback: Ask customers why they gave a certain score.
2. Analyze patterns: Look for recurring friction points in the customer journey.
3. Take action: Adjust processes to make things easier for your customers.

Like the Net Promoter Score (NPS), the CES is not a complete measure on its own. It works best alongside other metrics such as NPS and Customer Satisfaction (CSAT) to get a holistic view of the customer experience.

Case study: Zalando

A strong example of CES in action is Zalando. The company is known for how little effort customers experience, thanks to its user-friendly return policy and efficient customer service. Customers can easily return items through a simple, fast online process — often with free shipping. The customer service team is easy to reach and provides quick assistance across multiple channels, including phone, chat, and email. In addition, the website’s clear design allows customers to track and manage orders effortlessly. This focus on convenience reduces customer effort and creates a positive shopping experience.

The Customer Effort Score is a powerful tool to improve customer processes and optimize the overall experience. Its true value lies in identifying and eliminating the friction points that cause unnecessary effort. Less effort for the customer often means more loyalty for your brand, because customer centricity is all about simplicity.