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CES Calculation

Customer Effort Score

  • Customer Effort Score

  • CES Calculation
  • Customer Effort Score Use Cases

A Primer on the 3 Most Important CX Metrics – NPS, CSAT and CES

3 Most Important CX Metrics: NPS, CSAT, CES

Get CES Surveys

In-app CES Customer Effort Score Survey

CES Calculation

When the CEB first released the CES survey method around 2008, the original wording of the question was as follows:

Notice that with this scale and wording of the question, a low score is a good score, while a high score is a bad score. This may create confusion for customer experience professionals accustomed to NPS and CSAT metrics where high scores are good. Researchers also found that the word “effort” had different cultural meanings when translated in different languages.

In 2013, after years of experimenting, advising clients, compiling responses and correlating them with customer loyalty, the CEB came up with revised language, on a 1 to 7 point scale, that they found to be more predictive of customer loyalty. They renamed the survey question CES 2.0.

Wootric’s default CES question template takes a similar approach and can be customized to fit your needs:

In-app CES Customer Effort Score Survey

The overall CES is then the average of all the CES scores:
Average CES score

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NPS is a registered trademark, and Net Promoter Score is a service mark, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.


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