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What's Customer Effort Score? (CES)
What's Customer Effort Score? (CES)

Explanation of what is the Customer Effort Score (CES)

Bernard Genois avatar
Written by Bernard Genois
Updated over a week ago

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.

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