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What Is Customer Effort Score and How Do You Measure CES?

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What is customer effort score (CES)?

This metric shows how much effort the customer thinks they had to put in to have their problem resolved. It’s a survey question “How easy was it for you to get your problem solved?” (scale of 1 to 5)

Why should you measure customer effort scores?

Knowing your CES allows you to see what needs to be done to improve the way your support team interacts with your customers.

It is a strong predictor of future customer loyalty – those with high effort scores are less likely to become return customers.

Learn everything you need to know about customer service metrics: https://blog.kayako.com/customer-support-metrics/

Published in: Business

What Is Customer Effort Score and How Do You Measure CES?

  1. 1. A Guide to: Kayako’s Customer Support Metrics deep dive series Customer Effort 5
  2. 2. What is customer effort score? C E S
  3. 3. This metric shows how much effort the customer thinks they had to put in to have their problem resolved. What is customer effort score? C E S
  4. 4. Why should you measure your customer effort score? C E S
  5. 5. Knowing your CES allows you to see what needs to be done to improve the way your support team interacts with your customers. Why should you measure your customer effort score? C E S
  6. 6. It is a strong predictor of future customer loyalty - those with high effort scores are less likely to become return customers. Why should you measure your customer effort score? C E S
  7. 7. Get the Ultimate Guide to Support Metrics cheat sheet. Your guide to all the customer support metrics that matter, and how to calculate them. Check it out!
  8. 8. C E S How to measure your customer effort score
  9. 9. Simply ask your customers how easy they found their interaction with you. There are a couple of ways you can do this… How to measure your customer effort score C E S
  10. 10. Ask your customers: “How easy was it for you to get your issue resolved fully?” Ask them to answer on a scale of 1-7, ranging from “Very How to measure your C E S 1 2 3 4 5 6 7 Extremely Difficult Very Difficult Fairly Difficult Neither Fairly Easy Very Easy Extremely Easy
  11. 11. Alternatively, ask customers to what degree they agree with the following statement: “The company made it easy for me to handle my issue.” Ask them to answer on a 1-7 point scale from “Strongly disagree” to “Strongly agree”. How to measure your customer effort score 1 2 3 4 5 6 7 Strongly Disagree Disagree Somewhat Disagree Neither Agree or Disagree Somewhat Agree Agree Strongly Agree C E S
  12. 12. How to calculate your customer effort score C E S
  13. 13. All customer effort scores Number of customers who responded = Your CES How to calculate your customer effort score Find out your overall CES by finding the average of all your customers’ scores: C E S
  14. 14. So you’ve got your customer effort score… Now what? C E S
  15. 15. So you’ve got your customer effort score… 96% of customers who had high-effort experiences reported being disloyal, compared to only 9 percent of customers with low-effort experiences who reported being disloyal. C E S
  16. 16. So you’ve got your customer effort score… According to a CEB study, customers who have a CES of 5 (on a 1-7 scale) are 22% more loyal than those with a score of 1. Is your customer effort score more or less than 5? C E S
  17. 17. (on a scale of 1-7) Poor customer effort score? Less than 5 C E S
  18. 18. Poor customer effort score? Less than 5 What this means: (on a scale of 1-7) C E S
  19. 19. What you can do: Poor customer effort score? Less than 5 C E S
  20. 20. Delve deeper into your processes and see what you can do to improve customer effort right away. Are your average first reply times very high? Are there usually a high number of replies per case? How about channel switching? Improving your other metrics should improve your CES over time. C E S What you can do: Poor customer effort score? Less than 5
  21. 21. Good customer effort score? (on a scale of 1-7) More than 5 C E S
  22. 22. What this means: Good customer effort score? More than 5 (on a scale of 1-7) C E S
  23. 23. This is the most reliable indicator of customer loyalty. If you’re achieving good customer effort scores, you’re more likely to get repeat customers. What this means: Good customer effort score? More than 5 C E S
  24. 24. What to do: Good customer effort score? More than 5 C E S
  25. 25. Look at instances where customer effort scores are lower than average, and see what you can do to improve these areas. There’s no need to go above and beyond to delight customers that already have good customer effort scores. The same CEB study found that boosting CES from 5 to 7 only increases loyalty by 2%. Good customer effort score? More than 5 What to do: C E S
  26. 26. Get the Ultimate Guide to Support Metrics cheat sheet. Your guide to all the customer support metrics that matter, and how to calculate them. Check it out!
  27. 27. kayako.com Subscribe to our blog: learn.kayako.com/join-us

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