Customer Effort Score (CES)
Customer Effort Score (CES) is a customer service metric that measures user experience with a product or service. Customers rank their experience on a seven-point scale ranging from "Very Difficult" to "Very Easy." This determines how much effort was required to use the product or service and how likely they'll continue paying for it.
In 2010, researchers from CEB found that reducing the amount of effort a customer has to do to get their problem solved is a higher indicator of customer loyalty than delight. By acting on this insight and removing obstacles for the customer, they found companies can reduce customer service costs and attrition rates. CEB found that indicators of high effort activities include customers switching channels to get their problem resolved, repeating information, generic service, and getting transferred to a different agent. According to the research published in the book, the Effortless Experience, “96% of customers with a high-effort service interaction become more disloyal compared to just 9% who have a low-effort experience. Disloyal customers are likely to cost the company more — they spread negative word of mouth and cease future purchases.”