What is the CES?
CES (Customer Effort Score) is a performance indicator that evaluates the effort made by the customer to achieve his goal. The question is simple : " How easy was it to do business with us ?"
The customer answers between 1 "very difficult" and 5 "very easy". Of course, the easiest it is for the customer, the more positive his experience will be.
We evaluate this question because a Harvard Business Review study shows that 94% of customers who answered "little effort" are willing to repeat their purchase and 88% could spend more in the same place. On the other hand, 81% of those who answered "a lot of effort" plan to write a negative review of their experience.
In addition, there are other studies that show that CES would be a better predictor of a company's future sales than NPS. So, it is important to measure it whenever possible.