Customer Effort Score – CES
The CES question is used to measure how helpful your organization is in enabling customers to resolve issues or obtain services.
Text for the CES question is automatically generated. We strongly recommend that you use the default text. The only change you should make is to insert the name of your brand, company, or service.
Answer choices are graded on a 1 to 7 scale, where 1 represents Strongly Disagree and 7 represents Strongly Agree. The scale for a CES question cannot be changed, however, you can reverse the scale as 7 to 1.
The CES question asks customers to rate their level of agreement with the statement: Company/product/service/brand made it easy for me to meet my needs, on a scale of 1 to 7. Responses categorize customers as follows:
Agree: Customers who provide responses from 5 to 7. These are respondents who say that it was easy to deal with your company/product/service and that it took little or no effort to accomplish their goals.
Neutral: Customers who choose 4. These are unenthusiastic customers. They may defect to competitors if they see any available benefits.
Disagree: Customers who pick 1 to 3. These are customers who feel that it took from some to a considerable amount of effort to deal with the company/product/service in meeting their goals.
Customer Effort Score Calculation:
To calculate the CES score, the sum of scores is divided by the total number of scores/responses received.
CES = Sum of Scores/No. of Scores
The Customer Effort Score can range from 1 (all Strongly Disagree) to 7 (all Strongly Agree).
Score category analysis:
- A CES greater than 5, shown in green, indicates that most customers found it extremely easy to use your product or service.
- A CES between 3 and 5, shown in orange, indicates that most customers found it neither especially easy or difficult to use your product or service.
- A CES below 3, shown in red, indicates that most customers found it difficult to use your product or service.