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.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.
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