CRM
Customer Effort Score (CES)
Customer effort score measures how easy or difficult it was for a customer to complete a specific interaction with a company, such as resolving an issue or making a purchase. Lower effort correlates strongly with higher customer satisfaction and loyalty.
Examples
A company surveys customers after support interactions with "How easy was it to get your issue resolved?" on a 1-7 scale, achieving a CES of 5.8 after implementing self-service options.
Best Practices
Measure CES at specific interaction points rather than overall, focus on reducing effort at high-friction moments, combine CES with NPS for a complete satisfaction picture, and act on feedback quickly.