Question 1

What is CES (Customer Effort Score)?

Accepted Answer

Customer Effort Score (CES) measures how easy it is for a customer to complete an interaction — resolve an issue, use a feature, or complete a purchase. It's typically measured on a 1–7 scale where 1 is Very Difficult and 7 is Very Easy. Higher scores indicate less effort required from customers.

Question 2

How is CES calculated?

Accepted Answer

CES is calculated as the average of all responses on a 1–7 scale. For example, if you have 10 responses with a total score of 58, your CES is 5.8. Unlike NPS, CES uses a simple average rather than a percentage formula.

Question 3

What is a good CES score?

Accepted Answer

On a 1–7 scale, a CES score above 5.5 is generally considered good, above 6 is excellent. Scores below 4 indicate significant friction and should be investigated immediately. CES benchmarks vary by industry and interaction type.

Question 4

CES vs NPS vs CSAT — which should I use?

Accepted Answer

Use NPS to measure overall loyalty and likelihood to recommend. Use CSAT for immediate satisfaction after a transaction. Use CES when you specifically want to reduce friction — it's the strongest predictor of churn caused by support interactions and onboarding difficulty.

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