Customer Effort Score (CES): Measure Task Friction
Customer Effort Score (CES) measures how much work a customer expends to complete a task. It answers 'How easy was it?' right after a support interaction, purchase, or onboarding.
Customer Effort Score (CES) quantifies the ease of a single interaction, asking 'How much effort did you have to put in?'. It's a transactional metric, typically measured with a 1-5 scale survey right after a support ticket is closed, a purchase is made, or a user finishes onboarding. This provides a direct signal on process friction. The main footgun is confusing low effort with high satisfaction; a customer might easily cancel their account, which is a low-effort but negative outcome.
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- #ux research
- #product metrics
- #cx
- #ces
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