Also known as: CES, effort score
Customer Effort Score
ConceptualMetricsProduct
Definition
Customer Effort Score: Customer Effort Score (CES) measures how easy it is for customers to accomplish their goals with your product or support. Typically asked after interactions: 'How easy was it to [complete task]?' on a 1-7 scale. Lower effort correlates with higher retention; reducing friction is often more impactful than delighting.
Example Usage
“Our support CES was 5.8/7. Implementing self-service documentation brought it to 6.4, reducing ticket volume 30%.”
Common Misconceptions
High satisfaction equals low effort. Customers can be satisfied despite high effort—but won't be loyal.
Only measure support effort. Product usability, onboarding, and buying process all generate effort.
CES replaces NPS. They measure different things; CES predicts retention, NPS predicts advocacy.
Explore More Resources
Browse Tools
Discover 100+ vetted tools for every stage of your startup journey
Explore all toolsBuild Your Stack
Take our personalized quiz to get tool recommendations for your startup
Start the checklistRecommended Reading
Curated books to help you learn, grow, and succeed as a founder
View book recommendationsListen & Learn
Top podcasts covering startups, product, growth, and entrepreneurship
Discover podcastsHelp us improve this definition
See something that could be clearer or more accurate? Let us know.