How to measure customer effort score

Businesses use the Customer Effort Scoreor CES as a primary decision-making parameter. It is widely used to rank the performance of one call center against another. The fundamentals remain the same, but what we will cover here is something that can be a game changer for your business. 

What is CES’s definition?

A broad CES definition describes the type of survey that focuses on measuring how easy it was for the client to get connected with your business.

A CES survey is conducted by calling or emailing clients who have recently used your services. You ask them about their experience and then compare their answers to a benchmark score that tells you how they rank against all other customers who have used your services.

For example: If you asked 100 customers how easy it was for them to connect with you, and 90% said it was easy (the benchmark), then you could say that 90% of your customer’s experience was excellent or above average.  

Types of survey

There are several metrics to help you with measuring the customer effort score, but it is crucial to know that it can change the way you work on calculating and scoring the surveys. 

The use of a 1- 10 scale: There are many ways to measure a person’s opinion, and one of them is using a 1-10 scale. It is the easiest way to do this because it requires minimal effort from the respondent. A 1-10 scale can get used in surveys, interviews and focus groups. This method helps you understand how people feel about your product or service.

It is a metric that requires the respondents to answer the range between 1-10 related to your question. It is seen that getting a response between 7 and 10 is considered positive. However, if the question requires the respondent to give a rating for the effort, 1-3 is the best option for a positive response.

The main advantage of using this method is that it has been tested and proven over time. That makes it one of the most popular methods used by businesses today. Another advantage of this method is that it doesn’t require much effort from respondents compared to other methods, such as the Likert scale or semantic differential scales, which require some cognitive effort while responding to questions. 

Faces with emotion: The Face Metric is a well-known method to measure respondents’ emotions. This metric is straightforward; it is best if you are into running a lot of surveys for CES related to the product & service. Also, it is elementary and involuntary for the respondents to get quickly answered. The faces like happy faces, unhappy faces and neutral faces are the responses, but a happy face, it will mean that there is less effort required. 

This metric has been used in many industries by companies such as Google, Facebook, etc. This metric is measured by having users look at particular images from websites or apps and their emotional response through facial recognition technology.

The specific data collected from this study would be an aggregate rating across all respondents for each image displayed. The rating could be on a scale from 0-10 or 1-5, with 5 being neutral (i.e., no emotion).

The right time for sending the CES survey

Having an interaction leading to purchase

When you focus on sending the CES definition and survey, once the client has connected with the product and service, making the right purchase is an excellent way to collect honest feedback on the type of improvements that you have to make a better experience for the buyer.

There are many ways to do this. Here are some ideas:

Focus on the moment that you can share your products and services with your potential clients and customers. That will be very effective because it will give them time to think about what they want in their lives. For example, if you sell kitchen appliances, you can send your clients a gift box or a discount voucher for their next purchase.

Please send an email reminder about their visit to your website or blog. You can also send information about new products or services in real time through email campaigns or newsletters. Always remember that timing is critical when sending promotional messages because many people prefer to receive these types of messages during special dates such as Mother’s Day or Father’s Day. 

Immediately after client interaction with customer service

You can also send out a CES survey when you receive a reply from the customer email. That will help you know how effective your support team is and what changes need to be made to improve efficiency. You will also have to send another survey article once the customer has read the article related to knowledge.

When you send out a CES survey after receiving the reply from the customer email, it will help you know how effective your support team is and what changes need to be made to improve efficiency. You will also have to send another survey article once the customer has read the article related to knowledge. 

Interaction post usability experience

The CES definition with the survey can get sent out after interacting in one way or another, which will cause friction and give a negative experience for the customer.

The survey should get sent out at the end of purchase or for each interaction with the company.

Also, if you’re using a survey that takes too long to answer and is difficult to understand, it will cause friction and give a negative experience for the customer.

The more friction there is in an interaction, the more likely customers will drop off in their journey of interacting with your brand. 


A good CES can help you further in the process; we’ll look to your customers to put a number on your company’s connection efforts. Were they able to easily find your business online? Was it easy to get connected with you? Even if you think your CES may not fare well, there is a lot of value in having some clarity – ideal or not – on where your market stands on those questions. For More Information Visit –  Numrcxm

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