{"id":19673,"date":"2025-04-07T10:00:48","date_gmt":"2025-04-07T09:00:48","guid":{"rendered":"https:\/\/then.agency\/articoli\/customer-effort-score"},"modified":"2026-10-07T22:33:39","modified_gmt":"2026-10-07T21:33:39","slug":"customer-effort-score","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/customer-effort-score","title":{"rendered":"Customer Effort Score: the complete guide to the CX metric"},"content":{"rendered":"

In recent years, the Customer Effort Score (CES) has established itself as one of the most effective metrics for assessing the quality of the customer experience. Unlike more generic indicators such as satisfaction (CSAT<\/a>) or loyalty (NPS<\/a>), CES focuses on one fundamental aspect: how much effort a customer perceives in completing an interaction with the company<\/strong>.<\/p>\n

According to a study published by Harvard Business Review<\/a>, reducing customer effort is the most decisive factor in building loyalty<\/strong>. Customers are more likely to come back and recommend a brand when they have simple, smooth experiences, rather than occasional positive surprises.<\/p>\n

What is the Customer Effort Score<\/h2>\n

CES is a quantitative metric based on a very direct question: “How much do you agree with the following statement: The company made it easy for me to complete action X?<\/em>” The customer answers on a scale from 1 to 5 or from 1 to 7, where 1 means strong disagreement and 5 or 7 full agreement.<\/p>\n

The main goal is to measure perceived friction. A low score indicates a complex and frustrating experience; a high score reflects a smooth, easy interaction. In this sense, CES acts as a thermometer of friction across touchpoints.<\/p>\n

Why CES makes a difference in Customer Experience<\/h2>\n

The benefits of CES are backed by hard data. Gartner<\/a> found that 96% of customers who have low-effort experiences tend to buy again<\/strong>, while only 9% of those who face high-effort interactions show the same intention.<\/p>\n

CES has a direct impact on churn, retention and word of mouth. In Customer Care, it is a useful metric for spotting operational inefficiencies, but it is just as strategic in onboarding, checkout and navigation flows.<\/p>\n

When and how to measure CES<\/h2>\n

CES should be collected right after the customer has completed a relevant action<\/strong>: submitting a support request, completing a purchase, using a feature or signing up for a service.<\/p>\n

The most commonly used channels are:<\/p>\n