Customer Effort Score (CES)

Customer Effort Score (CES): Simplifying User Experience through Minimal Effort

Customer Effort Score (CES) is a metric used to evaluate how much effort customers expend to interact with a company or complete a transaction. It focuses on minimizing friction and obstacles in user interactions, aiming to enhance satisfaction and loyalty by prioritizing ease of use and efficiency.

What is Customer Effort Score (CES)?

CES measures the level of effort customers perceive they need to exert when interacting with a company’s products, services, or support channels. It typically involves asking customers a question such as, “How much effort did you have to put forth to resolve your issue?” Customers respond using a scale, often ranging from very low effort to very high effort.

Importance of CES in User Experience (UX)

  1. Simplicity and Convenience: Prioritizes ease of use and convenience in user interactions, reducing frustration and improving overall satisfaction.
  2. Customer Loyalty: Lower CES scores correlate with higher customer retention rates and loyalty, as users are more likely to return if interactions are effortless.
  3. Operational Efficiency: Identifies pain points and inefficiencies in customer journeys, enabling organizations to streamline processes and improve service delivery.

Measuring CES

  1. Survey Method: Administer CES surveys after specific interactions or transactions to capture immediate feedback on customer effort.
  2. Scoring: Customers rate their effort on a scale (e.g., 1-5 or 1-7), with lower scores indicating less perceived effort and higher satisfaction.
  3. Feedback Analysis: Analyze CES data to identify trends, root causes of high effort, and opportunities for process improvements.

Enhancing CES and UX

  1. User-Centric Design: Simplify user interfaces, processes, and workflows to minimize complexity and optimize usability.
  2. Proactive Support: Anticipate customer needs and provide proactive assistance to reduce the need for customer effort in problem resolution.
  3. Continuous Improvement: Use CES feedback to iteratively refine products, services, and support mechanisms, ensuring ongoing satisfaction and loyalty.

Best Practices for CES Surveys

  1. Specific Questions: Ask clear and specific questions about the effort required to complete tasks or resolve issues to gather actionable insights.
  2. Timely Feedback: Capture feedback immediately after interactions to ensure responses reflect real-time customer experiences.
  3. Actionable Insights: Use CES scores to drive actionable improvements in customer service, operational processes, and overall user experience.


Customer Effort Score (CES) is a critical metric that measures the ease of customer interactions with products, services, or support channels. By focusing on minimizing customer effort, organizations can enhance satisfaction, loyalty, and operational efficiency. Utilizing CES feedback to streamline processes and improve user experiences ensures businesses meet and exceed customer expectations effectively.

Ondrej Zoricak
Ondrej Zoricak