Customer Effort Score

Also called CES

Customer effort score: how much effort a customer felt they had to put in to get something done, like resolving an issue or completing a task. Lower effort is better.

Why it matters

Effort predicts loyalty better than delight for many products: people leave friction, not mediocrity. CES points you straight at the parts of the experience worth smoothing.

For example

After resolving a support ticket, customers rate the effort a 2 out of 7, a low customer effort score that predicts they will stay.

Worth your time

Related terms

Customer Satisfaction Score Net Promoter Score User Onboarding

Go deeper

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

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