Customer Effort Score (CES)

The customer effort score (CES) is a single-item metric that helps you measure how much effort your customers need to exert to resolve their issue, request fulfilled, or question answered.

Can reducing customer effort have that big of an impact on customer loyalty?

According to CEB's research, it can. They found that it's a higher indicator of customer loyalty than customer delight. So companies can reduce customer service costs and attrition rates by removing obstacles for the customer and making it easier for them to solve their problem.

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