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The CES Guide: What Is a Good Customer Effort Score

The CES Guide: What Is a Good Customer Effort Score


Customer experience is the new marketing battlefront – Chris Pemberton

A vast majority of marketing and customer-relation experts believe that customer experience is about to take over aspects like product price and quality and we could not agree more.

Contemporary consumers are demanding more than just a product/ service at a reasonable price. There is a little more to this story as they are eagerly seeking a memorable experience. Brands that have been quick to shift their focus to customer experience have rocketed to iconic status. Think Apple, Amazon, Starbucks, and Disney.

According to a study by Forbes, 84% of companies that work to improve their customer experience, witness a significant increase in their revenue.

It is as clear as day that good customer effort scores translate to increased customer repurchase and customer retention rates. No wonder then that the idea of adding CES in your arsenal of customer service metrics is totally worth it. Ready to dive in?

So What Can Be Termed as a Good Customer Effort Score?

Before we jump to what is good or bad, let us first understand what Customer Effort Score is?

Customer Effort Score (CES) is a popular customer service metric that measures how easy it is for a customer to engage with your business while buying products/services. For this, customers are presented with a CES survey where they rate you on a scale of 1-5 based on how easy it was to get an issue resolved, interact with your sales or support team, complete a transaction, etc. A great example of a customer effort score question would be:


From the above-cited example, it is evident that a low score is a good score, while a high score is not considered an ideal score. However, it is important to note that unlike NPS or CSAT metrics where high scores are considered desirable, this is not the case with CES.

In simpler terms, the lower the score the better.

Why Reducing Customer Efforts Matter

Let us accept it, no brand is immune from customer churn. Your product might be consumed in a matter of days or months, however, the experience a customer gains will remain for long. And to be honest, this is what matters.

  • Reduced Customer Effort & Customer Loyalty Go Hand in Hand

Making your processes as easy as possible will take your business a long way. 96% of customers believe that customer service plays a crucial role when it comes to expressing their loyalty towards a brand. So when you simplify your processes, you can expect unwavering loyalty from your customers.

  • Significantly Improve Repurchase Rates

Customers love low-effort interactions; it is as plain as a pikestaff. A majority of customers intend to repurchase from a business when they get the desired experience. On the other hand, those who encounter high-effort interactions are likely to avoid doing business with the company again. When your business has a positive repurchase rate, you are highly likely to attend those colossal sales targets.

  • Bolster Customer Retention

You must have heard it time and again that it is much easier and economically-viable to retain your existing customers compared to acquiring new ones. Instead of spending hefty amounts into marketing campaigns, you must first strive to improve your process to facilitate effortless customer interaction. After all, a 5% increase in customer retention can help your business gain 25% more profit.

  • Leverage the Power of Word of Mouth 

According to a study by Nielson, customers are 4 times more likely to buy when referred by a friend. When you work to reduce customer efforts at every possible level, you are bound to increase referral likelihood. This means that your happy customers will spread the word about your brand within their circle. In addition to this, those who are referred further establish a positive loop and this helps you drive more customers to your business without any additional expenses. The magic of word of mouth is nothing short of a blessing.

Some Proven Strategies to Reduce Customer Effort

1. Encourage Customer Feedback via CES Surveys

Customers love sharing their feedback; you just need to ask the right question at the right time. CES surveys are designed to help you gain relative insights into the customer experience. Recording feedback in real-time will help you realize the major drawbacks of your process and give you the opportunity to improve upon them.

2. Don’t Wait for Your Customers to Reach out to You

Most customers would show initial hesitation to reach out to you for support and assistance. This may be due to the pre-conceived notion that seeking support is a time-consuming affair. Therefore, your business must adopt a proactive approach and reach out to them in every stage of their interaction.

3. Learn From Your Former Customers

You might be making a considerable mistake if you are neglecting your past customers. Every single business out there has customers who would leave them at some point in time. However, the good news is that you can see this as a learning opportunity and better understand customer pain points with the help of an exit survey sent via email.

Read More: How to Calculate Customer Effort Score to Grow Your Business

Give Life to Your Customer Retention Strategy With ProProfs’ CES Surveys

Do you wish to understand why your customer support process was rated as inefficient or your payment process as slow? Well, the wait is finally over!

With ProProfs Survey Maker, you can attempt to better understand your processes through the eyes of your customers and retain them for a long period. Stay tuned to learn more about our user-friendly tool.

  • Record genuine customer responses, right after they interact with your product or team.
  • Curate highly engaging surveys using 100+ templates and 1,000,000+ questions. 
  • Share surveys in a jiffy across multiple channels- emails, chats, websites, etc. 
  • Explore other customer support metrics like CSAT and NPS for additional insights.
  • Learn further about your customers by creating quizzes, tests, and assessments.

Let’s get the ball rolling- Create your very own CES Survey today!

Final Thoughts

Capturing customer responses is just half the battle won. The real challenge is in overcoming every single obstacle that is hampering customer experience. It is important to note that delighting customers does not necessarily help with customer retention. Reducing customers’ effort does.

When customers are required to put the minimum effort while interacting with your business, they are sure to return. And the best part is they don’t return alone, they bring more customers along.

Have more questions around what is a CES Survey and how you can create one?

Get in touch with us at (855) 776-7763 (Toll-Free), and we will be more than happy to answer your questions.

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About the author

Jared is a customer support expert. He has been published in CrazyEgg, Foundr, and CXL. As a customer support executive at ProProfs, he has been instrumental in developing a complete customer support system that more than doubled customer satisfaction. You can connect and engage with Jared on Twitter, Facebook, and LinkedIn.