What is Customer Effort Score (CES)?
Customer effort score (CES) is a powerful, single-item customer experience metric that measures the customer’s effort or ease of experience with the organization. It measures the amount of effort a customer has to go through in order to get a question answered, an issue fixed, a request fulfilled, or an item returned.
A CES survey usually asks the customers about their experience by rating the service on a scale of “very difficult” to “very easy,” by using a rating of “1 to 5,” or leaving a sentence and asking them what they feel about it, from “strongly agree” to “strongly disagree.”
When to send a CES survey
CES surveys can be sent in the most effective form that works from you. It could be via email, feedback forms, phone calls, surveys, etc. However, the important thing to focus more on is when to send CES surveys. Here are some key times to send a CES survey:
- After a purchase
- After a customer signed up for a free tria
- After resolving a customer’s issue
- After a self-service interaction with your company website