Customer Effort Score (CES)
Customer Effort Score (CES) measures how much effort a customer had to put in to complete a task or resolve an issue.
CES is collected by asking customers to rate a statement like "The company made it easy for me to handle my issue" on an agreement scale (for example, strongly disagree to strongly agree). The score is typically the average rating across responses, so a higher number means a lower-effort, smoother experience.
The idea behind CES is that reducing friction is often a stronger driver of loyalty than delighting people. Customers who struggle to get help, find a setting, or finish a workflow are more likely to churn, so a low-effort experience tends to keep them around.
Because CES is tied to a specific task, it points straight at the steps worth simplifying. Capturing CES with the follow-up "what made this hard?" in Feedjolt surfaces the exact obstacles and feeds them into your roadmap as clear, fixable friction points.