Customer Effort Score

Customer Effort Score (CES) measures how easy it was for a customer to get what they needed, typically by asking them to agree/disagree that the company made it easy to resolve their issue. The idea behind it: reducing effort drives loyalty more reliably than trying to "delight."

CES is especially good at surfacing friction in a support or onboarding flow — where customers had to repeat themselves, wait, or jump channels. It complements CSAT (satisfaction with the interaction) rather than replacing it.