{"id":9126,"date":"2026-10-12T08:00:00","date_gmt":"2026-10-12T06:00:00","guid":{"rendered":"https:\/\/cys.group\/?post_type=article&p=9126"},"modified":"2026-09-22T13:50:27","modified_gmt":"2026-09-22T11:50:27","slug":"when-to-use-ces-as-a-kpi-in-your-customer-satisfaction-survey","status":"publish","type":"article","link":"https:\/\/cys.group\/en\/article\/when-to-use-ces-as-a-kpi-in-your-customer-satisfaction-survey\/","title":{"rendered":"When Should You Use CES as a KPI in Your Customer Satisfaction Survey?"},"content":{"rendered":"

The Customer Effort Score (CES)<\/strong> is a metric that measures how much effort a customer has to put in to get something done \u2014 such as having a repair carried out, getting a question answered, or placing an order. The lower the effort, the greater the likelihood of loyalty. CES is best used at transactional moments in the customer journey, directly after a specific interaction. In this article, we answer the most frequently asked questions about CES as a KPI.<\/p>\n

What exactly does the Customer Effort Score measure?<\/h2>\n

The Customer Effort Score measures how much effort a customer had to exert to achieve their goal during a specific interaction. The core question is always a variation of: \"How easy was it to resolve your issue?\" Customers respond on a scale, usually from 1 to 7. The lower the perceived effort, the better the score.<\/p>\n

CES does not focus on overall satisfaction or the relationship with an organisation, but on the friction<\/em> in a specific interaction. That makes it a sharp metric for operational improvements. Research in the field consistently shows that customers who have to put in little effort remain more loyal than customers who are simply satisfied. Satisfaction doesn't always stop people from switching, but high effort gives them a direct reason to do so.<\/p>\n

The CES question always relates to a concrete action or situation, not to a general feeling. That is also why the metric works so well after a service visit, a repair request, or a contact centre interaction.<\/p>\n

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CX\/KTO<\/div>\n
From customer feedback to concrete action<\/div>\n

Discover what customers truly care about and give every team clear priorities to improve the customer experience in a targeted way.<\/p>\n Discover CX\/KTO \u2192<\/a>\n<\/div>\n

When is CES the right KPI for your research?<\/h2>\n

CES is the right KPI when you want to know whether a specific interaction runs smoothly for the customer. The metric is particularly well-suited after transactional interactions: a technician resolving a fault, an agent handling a complaint, or a customer submitting a request through a web portal. Use CES at the moment when friction poses the greatest risk to customer retention.<\/p>\n

Situations where CES works well:<\/p>\n