Categories: Customer Experience Management, Customer satisfaction, MarketingPublished On: April 15th, 2023
Wat is CES

To find out, engage with your customer and ask questions to get to know your customer better. Besides the recommendation question in the form of the Net Promoter Score, there are more interesting aspects that affect your customer’s loyalty. The Customer Effort Score is one example.

Customer Effort Score (CES)

The Customer Effort Score (CES) is a customer-centric KPI that tells you something about your customer’s experience. This mainly revolves around the extent to which your organization is able to answer customer questions.

The CES is a measurement tool developed by three people: Matthew Dixon, Karen Freeman and Nicholas Toman of The Corporate Executive Board. The CES is expressed as a number and shows how much effort the customer put into getting a question or problem solved. Or more generally: to be helped. Within CES, one question is central, that of the customer’s perceived effort to get the problem solved.

The central question

The central question is, “How much effort did you have to make to get your question or request handled?

The result

The result is shown as an absolute score, not a percentage, and this score is between -100 and +100. In short, the higher the CES, the less effort customers have had to put in to