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Question type: Customer Effort Score (CES)
Question type: Customer Effort Score (CES)

How the CES works and when you should use it

Yori Högemann avatar
Written by Yori Högemann
Updated over a week ago

* This question type is part of our CX Premium package. You may not have access; ask your Customer Success Manager for more info.

What is a Customer Effort Score (CES)?

Whilst a Customer Satisfaction Score (CSAT)* focusses on single interactions and the Net Promoter Score (NPS-R) on your brand promoters/ambassadors, the Customer Effort Score CES aims at measuring the amount of effort it costs your customer in order to complete a process. Recent research has found evidence that the lower the effort, the more likely it is that your customers are loyal.

CES can be used alongside CSAT and NPS since all three focus on a very specific and different part of the customer experience.

When to use a CES?

The CES allows you to collect feedback throughout the customer journey and uses a five-point scale, where 1 implies low effort and 5 high effort. The question could be any variation of the following:

"How easy was it to (sign up for our services/ order from our store/ get an answer, etc.)?"

Think about introducing a CES at key touch points such as:

  • Customer service interaction

  • Purchase or sale interaction (order confirmation)

  • Program or service sign-up

  • Customer meeting or consultation

  • Completion of onboarding

  • Service renewal

  • etc.

How to set-up a CES question?

Create a new form and select the customer journeys category. You can start from the pre-built template (sign-up experience) or create a custom form:

The CES is a fixed, non adjustable 5 point scale question. Answers differ from very low effort up-to very high effort. The scale descriptions can be adjusted via the question settings:

The scores (1-5) are, by default, grouped into three categories:

  • very low effort (IF score is 1 or 2)

  • neutral (IF score is 3)

  • very high effort (IF score is 4 or 5)

Important: these scores are contrary to the Rating scale. For the Rating scale, scores go from negative (1) to positive (e.g. 5). However, as for the CES, a 1 is the most positive score and 5 the least positive score.

You can ask additional questions, based on any of the question answers. Add these questions to your form and make sure to skip to the right question.

Viewing the CES results

On the results page, navigate to 'Customer Journeys'. All results are aggregated here under your form name.

The form results are compiled in an overview dashboard including:

  • Average score

  • Number of respondents giving a certain score

  • Percentage of respondents giving a certain score

  • Graph with the score over-time

  • Average score split per device and operating system

If you have added additional questions to your CES form, the answers to these questions are shown on the left hand side of the results overview. 

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