CX Glossary

Customer Effort Score

What is Customer Effort Score (CES)?

A metric that measures how much effort a customer has to exert to get an issue resolved, request fulfilled, a product purchased/returned or a question answered. A good Customer Effort Score is a sign of great customer service.

Customer Effort Score

What is a good Customer Effort Score? Are there industry benchmarks?

Customer Effort Score: Calculating your company’s CES Score is easy! Customer Effort Score is used to measure resolution and how easy it is for customers to get an issue resolved or a question answered. Ensure you include a question, using a scale of 1 to 10 on your survey that says “How easy was it to work with our team to resolve the issue”. With 1 being extremely difficult and 10 being extremely easy.

Customer Effort Score Benchmarks: There isn’t industry benchmarks the same way there are for other scoring. There are three ways company’s score CES, using a 1 to 5 scale, 1 to 7 scale or 1 to 10 scale. We recommend using the 1 to 10 scale as most other scales are rated on a scale of 1 to 10 this allows it to stay consistent with other metrics. This also keeps it consistent for customers when scoring your company on different scales.

5 Star Rating

CES Survey Questions

In order to find out a Customer Effort Score, you need to ask customers the right questions at the right time.

CES Survey: The best way to find your Customer Effort Score is by sending out a survey after a customer interacts with your customer service team. This will tell you if your team is preforming to your customers standards and if there are areas of improvement. 
Example: On a scale of 1 to 10 how satisfied are you with Benbria’s Customer Success team when responding to your most recent question/ comment/ concern? 

CES Survey Questions: Finding the right survey questions to ask after an interaction with the Customer Service team will help determine what quality of feedback you receive from the customers. Here are some examples of great CES Survey Questions:

  • How easy did you find it to contact our team?
  • Did you use your preferred contact method to contact our team?
    • If no what is your preferred contact method?
  • How easy was it to work with our team to resolve the issue?
  • How quickly did the team respond to you?
    • Was this response time faster or slower than you would like?
  • How long did it take for us to resolve your issue?
  • Did the call give you the opportunity to use our product better?
  • On a scale of 1 to 10 how would you rate the support you received?
  • Did we do anything (positive or negative) that stood out in the call?
  • Was there anything we could have done to improve the service?
  • On a scale of 1 to 10 how likely are you to call our customer service team again?
    • Why did you give us this score?
Person filling out NPS Survey

CES Measurement

Knowing how to properly measure CES is key to tracking your score!

  1. CES Measurement: You need to be able to quantify the data to know how your customer service team is performing. To figure out what your Customer Effort Score is, total up all the responses and divide it by the number of respondents. 

    3 respondents give you a 1 (3 x 1 = 3)
    4 respondents give you a 2 (4 x 2 = 8)
    11 respondents give you a 3 (11 x 3 = 33)
    13 respondents give you a 4 (13 x 4 = 52)
    20 respondents give you a 5 (20 x 5 = 100)
    21 respondents give you a 6 (21 x 6 = 126)
    26 respondents give you a 7 (26 x 7 = 182)
    23 respondents give you a 8 (23 x 8 = 184)
    16 respondents give you a 9 (16 x 9 = 144)
    13 respondents give you a 10 (13 x 10 = 130)

    Total respondents: 150

    CES = (3+8+33+52+100+126+182+184+144+130 ) /150
    CES = 962/150
    CES = 6.4

Business Calculating

CES Tools

There are many incredible tools that can easily boost your Customer Effort Score.

Facebook/ Instagram: This gives you access to free messaging apps that will easily allow your customer base to contact you during any time of the day. This allows you to easily answer customer questions and be able to have a more open dialogue with them. 

Chat Option on Website: Having a small button that allows customers to easily chat live with someone and have their questions answered. 

Email Address: Make sure you have an easy to find email address that customers are able to write to your company to ask questions or send feedback about the products. Make sure you set up an automatic reply saying the timeframe that they will get back to the customer. This allows customers to have confidence that their questions will be answered or issues resolved. This is also a really easy communication channel to send surveys to after the fact to receive feedback about the customer service. 

Benbria Loop Platforms: We have tons of great options to boost your CES score. We provide companies with survey building tools and analytics that makes sending your customer base survey’s easy! We also provide custom dashboards so your company is able to analyze these survey results and find the root cause analysis. Another great service we offer is the ability to combine different messaging platforms and email questions from customers onto one making it easier for your customer service team to respond all in one place. This allows for a quicker response time and happy customers! 

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