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Make Customer Loyalty Better Using Customer Effort Score

Make Customer Loyalty Better Using Customer Effort Score

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Business brilliance begins with understanding your customers, doesn't it?

In the quest for customer loyalty, one metric you can't ignore is the Customer Effort Score (CES). This tool measures the effort your customers exert in their interactions with you – be it during purchase, problem-solving, or just plain old browsing.

Now imagine tailoring your business processes based on these insights, making each customer interaction simpler, faster, and more satisfying. Sounds promising, doesn't it?

But how exactly do you leverage the CES to bolster customer loyalty? Well, hold tight, as we are about to embark on this insightful journey.

Key Takeaways

  • Customer Effort Score (CES) measures the ease of customer interactions with your business and a lower CES score indicates a more effortless experience for customers.
  • High customer effort can lead to disloyalty and potential switch to competitors, so reducing customer effort is essential for improving customer loyalty.
  • CES helps identify pain points and areas that need improvement, allowing businesses to solve issues quickly and enhance customer satisfaction.
  • Regularly measuring and tracking CES scores, using tools like Delighted, Nicereply, and Wootric, can help monitor improvements and identify trends for enhancing customer loyalty.

How to Improve Customer Loyalty With Customer Effort Score

If you're looking to boost customer loyalty, the Customer Effort Score (CES) can be your game-changer; it quantifies the level of effort a customer needs to exert during interactions with your business. This measure can help you identify where customers encounter high customer effort, allowing you to streamline these experiences and improve customer loyalty.

Start by using tools like Delighted, Nicereply, or Wootric to measure your CES. These platforms will help you gather valuable customer feedback at the right time.

Once you've identified areas of high effort, focus on first contact resolution. If you can solve customer issues in the first interaction, you'll significantly reduce customer effort.

Don't forget to continuously train your agents. Enhancing their product knowledge and empathy skills will help them anticipate customer needs and provide a lower effort experience.

Finally, make sure you're using customer feedback effectively. Understanding pain points allows you to make improvements that reduce customer effort and contribute to a smoother shopping experience.

Understanding Customer Effort Score (CES)

To truly grasp the concept of Customer Effort Score (CES), you need to understand its role in measuring the ease of customer interactions with your business. CES is one of the most effective customer satisfaction metrics that gauges the effort customers put into getting their issues resolved.

In understanding customer effort score, it's essential to keep in mind that a lower score indicates a more effortless experience. This is where it plays a significant role in strategies to increase customer loyalty. The easier it's for customers to interact with your business, the more likely they're to stay loyal.

Conversely, customers who experience a high-effort service interaction become more disloyal. This means they're more likely to switch to your competitors. By reducing customer effort, you not only enhance customer satisfaction but also increase loyalty.

What is Customer Effort Score?

Diving right in, Customer Effort Score (CES) is a metric that's used to measure how easy it's for your customers to do business with you. It's a powerful tool to assess the customer experience you're offering and identify areas that may need improvement.

Essentially, the CES score gauges the effort put in by a customer to get a problem resolved, a request processed, or a question answered.

A high-effort service interaction can become a significant deterrent for customers. If they find it taxing to do business with you, they're less likely to remain loyal. So, a low CES score indicates that customers perceive high effort in their interactions with your service.

On the other hand, a high CES score suggests that customers find it easy to interact with your business, which is the key to creating loyal customers.

To measure customer effort, you can use surveys post-interaction, asking customers to rate the ease of their experience on a scale. Remember, it's not just about keeping your customers satisfied. It's about making their journey as effortless as possible.

Keep a keen eye on your CES score and work tirelessly to improve it.

Why is measuring customer effort important?

In today's competitive business landscape, understanding and measuring the effort your customers have to expend when interacting with your business is crucial for maintaining customer satisfaction and loyalty. The Customer Effort Score (CES) is an effective tool to gauge this effort.

A Gartner study found that customers who perceive high effort in their interactions become more disloyal over time. This highlights the importance of striving for an effortless customer experience. If your customers find it hard to navigate your service or product, it could lead to dissatisfaction, resulting in a high CES.

By measuring your customers' efforts, you can identify the pain points in their journey. If shopping is complex or problem-solving takes too long, your customers may become less loyal. In contrast, a low CES indicates that customers find interacting with your business easy and are, therefore, more likely to remain loyal.

In essence, measuring customer effort using CES not only provides insights into areas that need improvement but also helps you make the necessary adjustments for a more effortless customer experience. This way, you can increase customer loyalty and retention, giving your business a competitive edge.

Measuring Customer Effort

Having understood the importance of customer effort and its impact on loyalty, let's now explore how you can effectively measure this effort.

The key tool here is the Customer Effort Score (CES). This score gauges the ease or difficulty of a customer's experience with your business. It's a powerful tool that can help you improve customer loyalty.

To start measuring customer effort, you'll first need to conduct a CES survey. This survey asks customers to rate their experience on a scale, typically from 'very easy' to 'very difficult'. You'll want to time your survey well – ideally, send it out right after a customer interaction or transaction.

But don't just stop at the score; delve deeper into the customer feedback. Look for patterns and recurring issues. If multiple customers mention the same problem, that's a sign you need to address it. Make it a point to solve these issues quickly.

How to measure customer effort

Though it may seem complex, measuring customer effort is a straightforward process that starts with understanding the Customer Effort Score (CES). CES is a tool that gauges the amount of effort a customer has to put in to get what they need from your company. A high CES indicates low customer effort, making your company more appealing to customers.

To measure customer effort, you'll need to collect CES data. This is typically done through CES surveys, which are brief questionnaires sent to customers after they've interacted with your support team. These surveys help you to gauge customer effort by asking how easy or difficult it was for them to complete a specific task.

But collecting data isn't enough. You've got to use it to make changes. If you're seeing low CES scores indicating high customer effort, it's time to take action. Implement solution-oriented support training and regularly review examples of interactions as a team. This will help you to spot opportunities to lower customer effort, making your company easier to do business with and ultimately, improving customer loyalty.

Tools for measuring and calculating CES

To effectively measure and calculate your Customer Effort Score, consider using tools like Delighted, Nicereply, and Wootric. These tools are specifically designed to collect and analyze your customer effort data efficiently. They offer customized survey templates that you can use to gauge how customers perceive their experience with your brand.

These platforms also provide comprehensive reporting features that allow you to monitor your CES scores over time. With this capability, you can easily identify trends and areas that need improvement. Consistently tracking this data will help you understand if your efforts to create low-effort experiences are successful or if there's still room for improvement.

Remember, the goal is to minimize the effort your customers have to exert when interacting with your business. Using these tools for measuring and calculating your CES can provide the insights you need to achieve this.


Let's take a closer look at Delighted, one of the tools you can use to measure and calculate your Customer Effort Score (CES) effectively. Delighted provides easy and omnichannel feedback options for CES surveys, making it an invaluable tool to improve customer effort. It helps you identify areas of strain for your customers and implement proactive strategies to create an effortless experience.

Delighted's unique feature is its capability to allow seamless conversation transfers between support channels. This reduces effort on the customer's part, contributing to a smoother and more enjoyable shopping experience. The easier it's for customers to interact with your business and resolve their issues, the more likely they're to remain loyal.

Moreover, Delighted offers real-time analytics. This feature enables you to understand and improve the customer experience continually. You're able to see areas where your business excels and where it falls short, helping you to make necessary improvements. By reducing effort and boosting customer loyalty, Delighted can play a significant role in improving your CES.


Moving on to Nicereply, it's a powerful tool designed to measure and enhance your Customer Effort Score (CES). This tool provides surveys to gauge customer effort, helping you identify areas that need improvement. As you work towards a lower CES, you'll find that you can significantly improve customer loyalty.

Your support team plays a vital role in this process. They interact directly with your customers, solving problems and making the shopping experience smoother. Nicereply assists them in gathering and analyzing customer feedback after these interactions. This feedback is invaluable in understanding how to further reduce customer effort.


Just like Nicereply, Wootric is another fantastic tool that you can use to effectively measure and calculate your Customer Effort Score (CES). This platform enables you to send CES surveys post interaction with your Support, allowing you to gauge your customer's perceived effort and pinpoint obstacles.

Wootric's primary aim is to help you reduce the effort your customers have to put in when interacting with your business. To this end, it offers strategies like focusing on first contact resolution, enhancing the customer support experience, and analyzing customer feedback to understand CES ratings.

Optimal Timing for CES Surveys

Understanding when to send CES surveys is crucial in capturing customer effort accurately at key points in their journey with your business.

The optimal timing for CES surveys is immediately after a customer support interaction, trial conversion, or goal achievement. This approach ensures that feedback on their experiences is fresh and accurate, providing valuable insights to help improve customer loyalty.

Monitoring these specific interactions allows you to gauge the usability of features and accurately identify any obstacles that might increase customer effort. You're not just looking for feedback, but you're also trying to uncover areas for potential improvement.

Remember, making shopping simpler and solving problems quickly can significantly boost your customer loyalty.

Strategically timing your CES surveys to capture effort at these critical touchpoints along the customer journey is essential. Doing this not only gives you an accurate picture of your Customer Effort Score (CES), but also provides actionable insights that you can use to streamline your processes and improve the overall customer experience.

After a customer receives support

After your customer receives support, it's crucial to follow up with a CES survey to understand how they perceived the effort involved in their service experience. This step is vital to improve customer loyalty, as it allows you to gauge their satisfaction and identify areas that need enhancement.

Your support agents play a significant role in this, as they're the ones interacting with customers. They need to be well trained to manage and resolve issues efficiently, ensuring customers don't have to expend excessive effort. If a customer feels that they've had to work too hard to get their problem resolved, this can negatively impact their Customer Effort Score (CES) and, consequently, their loyalty.

Analyzing the feedback from CES surveys will help you identify common themes and pain points. Are your customers finding the process too complex? Do they feel they're being bounced around from one agent to another? Addressing these issues can drastically reduce the effort a customer has to put in, thereby improving your CES and customer loyalty.

After a trial customer converts

When a trial customer decides to convert, it's essential to make their transition as smooth as possible to enhance their customer experience and foster loyalty. Your goal should be to minimize the effort they put in. This is where the Customer Effort Score (CES) comes in. It's a measure of how easy customers find a specific interaction with your company.

If customers struggle during the conversion process, they're less likely to become loyal customers. By keeping track of your CES, you can identify these pain points and work to eliminate them, thereby improving your customer's experience.

Offer incentives or promotions to encourage trial customers to convert. Personalized offers or support could be the nudge they need to make the decision. Collect feedback from these customers. Their insights can help you understand their experience and identify areas for improvement.

Simplify the onboarding process. If customers find it easy to start using your service after the trial, it boosts their satisfaction and loyalty. The key is to continuously monitor and work towards improving your CES. By doing this, you're not just converting trial customers, but building a loyal customer base.

After a specific goal is achieved

To further enhance customer loyalty, it's crucial to send CES surveys once a specific goal has been met, allowing you to assess the perceived effort and pinpoint any obstacles. The Customer Effort Score (CES) will provide valuable insight into how easy or challenging it was for your customer to achieve their goal.

You can then use this feedback to streamline processes, making it simpler for your customers to complete tasks. By lowering customer effort, you're not only improving their experience but also fostering a sense of loyalty. Remember, the easier it's for customers to achieve their goals, the more likely they're to return.

Also, consider offering self-service options and an omnichannel support strategy. Empower your customers to solve problems on their own. This reduces their effort and improves customer loyalty.

Lastly, don't forget to regularly dive into your customer data. Compare the CES for each customer service channel, identify areas for improvement, and take action. By continuously working to lower the customer effort score, you'll foster loyalty and ensure that customers return once their specific goal has been achieved.

Strategies to Reduce Customer Effort and Improve CES

Building on the concept of Customer Effort Score, let's explore specific strategies you can implement to decrease customer effort and enhance your CES.

Firstly, streamline your processes. The simpler you make it for customers to interact with your business, the better. This can involve having a user-friendly website, quick checkout process, or an intuitive app.

Secondly, improve your customer support. Ensure that your team is well-trained and equipped to resolve issues quickly and efficiently. The faster a customer's problem is resolved, the lower their effort score will be.

Next, provide self-service options. Today's customers appreciate being able to find answers to their questions without having to contact customer support. FAQs, user manuals, and tutorial videos can all help to reduce customer effort.

Lastly, ask for feedback. This is key in understanding where your customers are struggling and where you can make improvements. Regularly measuring your CES will guide you in making the right changes.

Implementing these strategies to reduce effort won't only improve your CES but also boost customer loyalty. Remember, a happy customer is a loyal customer.

Focus on First Contact Resolution

In focusing on First Contact Resolution (FCR), you're aiming to resolve customer issues during the first interaction, thereby eliminating the need for frustrating repeat calls or channel switching. FCR can significantly influence your customer effort score, and in turn, customer loyalty.

In order to improve customer loyalty, you need to understand why FCR is so crucial. When you resolve issues at first contact, you make the interaction easy and seamless for the customers. This reduces their effort, leading to a lower customer effort score.

But how do you improve first contact resolution? Start by analyzing low CES scores to identify what's causing the most frustration. This insight can help you develop an action plan to streamline processes and eliminate friction.

Collect relevant context

Gathering meaningful context about your customers' experiences can significantly boost your Customer Effort Score (CES) and, consequently, customer loyalty. When you collect relevant context, you're digging deeper into the customer's journey, understanding their pain points, and identifying opportunities to make their interaction with your business smoother.

CES provides a valuable metric to measure ease of customer interactions. A low CES indicates that customers find it easy to do business with you, leading to increased customer loyalty. To improve customer loyalty, focus on areas of high customer effort. Resolving issues quickly, reducing wait times, and ensuring customers don't have to repeat information can greatly enhance their experience.

Collecting the right context isn't just about asking for feedback. You need to ask at the right time, and use the feedback to make shopping easier and solve problems faster. Utilize tools like Delighted, Nicereply, and Wootric to effectively measure your customer effort score.

Simplify customer contact channels

As you streamline your process to make shopping easier, it's also crucial to simplify your customer contact channels. Simplification reduces the Customer Effort Score (CES), which in turn enhances customer loyalty. Your goal is to make it as easy as possible for customers to get in touch with you.

Offer a variety of customer contacts such as email, chat, or phone to cater to different preferences. Not every customer wants to pick up the phone; some prefer typing out an email or using a live chat feature. Be flexible and give them options.

But it's not just about variety. Ensure seamless communication between these channels. If a customer starts a conversation on chat and then switches to email, the transition should be smooth. They shouldn't have to repeat information.

To simplify customer contact channels, you need to centralize customer interactions. Utilize technology that allows you to keep track of all customer contacts, regardless of the channel they used. This way, you'll always have the context you need to provide effective, personalized service. In doing so, you'll make your customers' lives easier, reduce CES, and boost loyalty.

Utilize experience engineering

Ever wondered how experience engineering could drastically reduce your customer's effort and boost their loyalty? Well, by utilizing experience engineering, you're able to anticipate emotional responses, guide your customers to a resolution, and ultimately decrease their Customer Effort Score (CES).

This method is all about streamlining processes to reduce friction and make every interaction as smooth as possible.

Think about it this way: when you create intuitive user journeys and simplify interactions, you're making it easier for customers to use your product. This can greatly improve customer loyalty because they feel less effort is required to get the value they're after.

But it's not just about making things easier. Experience engineering allows you to anticipate customer needs and eliminate pain points.

Enhancing Customer Happiness through CES

Through understanding and effectively using CES, you can significantly enhance your customers' happiness by reducing their effort and making interactions with your business a breeze. Customer Effort Score (CES) provides a measurement of how easy it's for customers to do business with you. By focusing on making it less effort for customers to engage with your business, you can improve customer loyalty and satisfaction significantly.

When you aim for less effort, you're not just making transactions smoother. You're also making your customers feel valued and respected. They'll appreciate that you understand their time is precious and that you're striving to serve them better. This is where the customer satisfaction score (CSAT) plays a significant role. By measuring CSAT, you get a clear picture of how successful you're in enhancing customer happiness.

Reducing customer effort doesn't just lead to one-time sales; it creates loyal customers. These loyal customers not only return but also recommend your business to others. In the long run, focusing on CES won't only improve customer loyalty but also lead to increased business profitability. It's a win-win situation for you and your customers.


In conclusion, honing your understanding of the Customer Effort Score (CES) can significantly boost customer loyalty and satisfaction. By improving the CES, you're not only making your business more attractive to customers, but you're also reducing costs and enhancing your company's bottom line.

It's crucial that you understand and analyze your CES data. This can help you identify areas that require improvement. When you reduce the effort it takes for customers to do business with you, you increase their satisfaction and loyalty.

Gathering and utilizing customer feedback is also a key strategy in reducing customer effort. By listening to your customers' experiences and making necessary adjustments, you can improve your CES.

Remember, training your agents thoroughly and implementing proactive strategies are essential to reducing customer effort and raising your CES. The more you work on these areas, the more you'll see an upswing in loyalty and satisfaction from your customers.

In essence, to improve customer loyalty, you must focus on reducing the effort it takes for customers to interact with your business. Doing so will inevitably lead to higher CES, increased satisfaction, and greater customer loyalty.


So, it's clear that the secret to soaring customer loyalty lies in minimizing their effort. By leveraging your CES, you can fine-tune your processes, simplify interactions, and ultimately make your customers' lives easier.

Remember, a satisfied customer might come back, but a delighted customer will certainly return.

So, get started on measuring your CES, make their experience effortless, and watch your customer loyalty climb new heights.