Customer Effort Score (CES) Survey

Research consistently shows that reducing customer effort beats delighting customers as a driver of loyalty. This Customer Effort Score survey asks the canonical seven-point agree-disagree statement – the company made it easy to handle my request – right after an interaction, while the memory is fresh, and pairs it with whether the request was actually resolved. Effort and resolution belong together: an easy conversation that fixed nothing is not a good score.

The supporting questions find where the effort came from: what the request was about, how many contacts it took, which channel they used, and which of the common effort traps they hit – repeating themselves, being transferred, waiting, unclear instructions, or being pushed from one channel to another. A satisfaction rating and an open question close it. Trigger it after support resolutions, purchases or account changes to find the friction your team cannot see from the inside.