Customer Effort Score (CES)

A customer effort score (CES) is a metric that evaluates how easy it is for a customer to complete a task, such as make a purchase or find relevant information on a brand's website.

What Is Customer Effort Score (CES)?

A customer effort score (CES) is typically a survey that invites shoppers to share their feedback about how easily they completed a task with a brand. Developed in 2010, the customer effort score (CES) is a relatively new way of evaluating the effort it takes for a customer to complete a purchase, find information on a website, access customer service support, or accomplish another task related to brand engagement. The theory behind the survey and assessment is that the more effort it takes a customer to complete a brand task, the less likely they are to complete that task or recommend the brand to a friend. By making the pathway to purchase or engagement as easy as possible, brands can better engage their customers and win their business. Like a net promoter score (NPS), a customer effort score (CES) can give the brand insights that can help them improve the shopping experience.

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