The Customer Effort Score (CES) measures the amount of effort a customer has to put in to interact with a brand. It’s calculated by asking a simple question:

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It is a tool often used for financial services organizations (such as those in banking and insurance) because they tend to have many self-serve channels and heavy volume contact centres. These transactions also tend to be more emotionally involved (i.e. submitting an insurance claim). Monitoring these transactions with the CES helps keep the customer happy by creating low-effort interactions. Why do you want low-effort interactions? Well …

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Learn more about the Customer Effort Score and how it compares to other metrics by checking out our Resources page.