learn customer effort score definition, questions, scale & its calculation. Improve customer loyalty index by reducing customer effort score. Model to improve NPS (Net Promoter Score) by customer service.

1. CES – Customer Effort Score
Key to design efficient customer service

2. Introduction
 CES was introduced by Corporate Executive Board in a Harvard
Business Review in 2010.
 The metric is based on the ideology that, to win customer
loyalty companies need to strop trying to delight customers,
rather focus on reducing their Effort.
 CES 1.0:
How much effort did you personally have to put forth to handle your
request?
A 5 point scale from 1(Very Low Effort) to 5 (Very High Effort)

3. What is CES –Customer Effort Score 2.0
 A simpler version of the CES question has been introduced (CES 2.0) due to the
below challenges with CES 1.0
 Inconsistent Interpretation: Both the scale (where 1 is ‘good’ and 5 is ‘bad’) and
the wording itself are open to customer perception, with some customers
misinterpreting the scale and others feeling that the question was probing into
whether they had done enough on their own before contacting the company.
 Uneven Global Applicability: Effort does not translate neatly into all languages,
and in fact has different meanings based on cultural or regional significance.
 Lack of Benchmarking Capabilities: Due to the above, many companies adapted
CES to fit into their customer base which meant that cross-company comparisons
became difficult.
 CES 2.0: The company made it easy for me to handle my issue.
□ 1. Strongly Disagree
□ 2. Somewhat Disagree
□ 3. Disagree
□ 4. Neither Agree nor Disagree
□ 5. Somewhat Agree
□ 6. Agree
□ 7. Strongly Agree

4. How CES is related to NPS
 We notice strong movement of customer to Promoters as soon as they find the
support experience easy
0%
20%
40%
60%
80%
100%
120%
1 2 3 4 5 6 7
NPS & CES
Detractors Passive Promoters
*This is based on WW customer survey from HP consumer support site (FY’16)

5. How CES is related to NPS
 We notice if customers task is done with low effort then NPS stands as high as 73%,
which is extremely good.
 NPS has higher impact of CES than Task completion rate as you can see in the
above chart when customer effort is low then we have higher NPS even though
task is not completed.
*This is based on WW customer survey from HP consumer support site (FY’16)
TCR CES & wNPS (NA)
TCR – Yes
High Effort
(27%)
Low Effort
(73%)
(16%)
(36%)
(48%)
(76%)
(21%)
(3%)
TCR – No
High Effort
(92%)
Low Effort
(8%)
(4%)
(9%)
(86%)
(48%)
(29%)
(23%)
NPS
: 73
NPS:
-32
NPS
: 25
NPS:
-82
Promoters
Passive
Detractors
Legend,

6. Business Success Model
 I am sure this will shock many people, however its true. People want things
EASY.
Task Completed Task Not Completed
High Effort -81% -47%
Medium Effort -29% -15%
Low Effort 32% 66%
Worst NPS! For
any company it
can be a
nightmare
Such good NPS
is Heaven for
any company
*This is based on WW customer survey from HP consumer support site (FY’16)

7. Thank You
Feel free to contact me if you have any question or concern regarding this research.
anand.suryavanshi03@gmail.com
http://www.7020tenacademy.com/
+91-9845636208