Customer Effort Score (CES)

Higher Customer Loyalty with less work

CES – Customer Effort Score

Customers like it simple and convenient

Paying customers want to be looked after and this entails that problems can get fixed and can be communicated flexibly and via all communication channels. Today, this is a challenge, particularly in big companies with various divisions. Are your telephone, e-mail, SMS and other communication and feedback channels perfectly synchronized?

How well and how quickly are customer feedback and complaints being communicated within your company? And how quickly are those issues resolved to the customer’s satisfaction? What can you do to reduce the effort? To give clear answers to these questions we use the CES and integrate this important KPI into the CFM-Feedback system.




  • The Net Promoter Score displays what your customers are enthusiastic about


  • The Customer Satisfaction Score shows the overall satisfaction level


  • The Customer Effort Score makes the basic expectations of your customers visible


The CES provides you insight into which services the customers expect, i.e. it reflects what the customer takes for granted. If you do not match these expectations it will cause the customer to become unsatisfied and in the end lead to the loss of the customer. Matching the expectation does not lead to a tie between you and the customer, however. Demanding unnecessary effort from your customers is reflected in a low CES value, which should be increased.


CSAT helps you to improve your performance in terms of customer satisfaction. Extra effort that you invest in your customers is perceived consciously, highly valued (unlike the basic expectations) and can help to rise satisfaction levels and to tie the customer to your business. As a side effect you diminish weaknesses and ensure that your services or products keep what they promise.


The NPS aims for the enthusiasm of your customer and the creation of more and more promoters. You have to offer added value that is unexpected by the customers and that distinguishes you from your competitors. Increasing NPS means putting a marvellous customer experience on top of your enterprise’s priority list.

Why CES is used

screenshots-software-fragebogenPutting the focus on the effort that a customer has to invest from his/her perspective, CES differs from other indexes like FCR (First Contact Resolution) and AHT (Average Handling Time).

The goal is to meet the customers’ basic expectations and to make it as easy as possible for them to benefit from a service or product. Today, CES is the basis for concrete measures to fulfil this goal.
Ultimately the CES also aims to increase quality and sustainability of your customer service and to improve it overall.

Measures like providing useful information to solve future problems, manuals or notes about how to prevent typical errors help to anticipate potential negative experiences. The CES feedback in combination with a Root-Cause-Analysis helps to identify where the difficulties for your customers emerge. In addition it tells you which processes in your management and Customer service have to be improved.


Find out how the Customer Effort Score is determined