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Customer effort score (CES) measures how much effort a customer has to expend to deal with some type of customer service issue, such as returning a purchase or getting a support ticket resolved. It evaluates this by asking the customer a question such as, “on a scale of ‘very easy’ to ‘very difficult,’ how easy was it to interact with our company?” The scoring system works similar to CSAT. CES, like CSAT or NPS are an important dimension of customer health.
CES is important because the less effort a customer has to spend to get service issues resolved, the more likely they are to remain loyal to your brand. However, CES measures particular service experiences rather than the overall experience of your brand, so it should be used in conjunction with other metrics, such as NPS, for a more complete picture.