UR
Customer Effort Score (CES)
A practical measurement method for understanding perceived effort in key journeys and interactions.
How to use CES to measure effort, identify friction in task completion, and simplify the experience over time.
Quick take
If you want to know how easy or difficult something was for users, measure it with CES.
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What it is
Customer Effort Score (CES) is a UX and product metric used to measure how much effort a user had to put in to complete a task.
It typically asks a question such as “How easy was it to complete this task?” with a rating scale.
CES is usually triggered immediately after a key glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term, such as completing a purchase, resolving an issue, or finishing a task.
Unlike CSAT, which measures satisfaction, CES focuses specifically on effort. It is based on the idea that reducing effort glossaryLeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term to better experiences and higher glossaryRetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term.
The goal is to identify glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term and make glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term as simple and seamless as possible.
CES is useful when you want a direct measure of how hard the experience feels from the user’s point of view.
When to use it
Use this method when glossaryEase of UseHow simple and intuitive something feels to use.Open glossary term is critical.
It is most useful when:
It is less useful when:
CES is often used alongside CSAT and usability testing to combine measurement with deeper understanding.
Key takeaway
Use CES when the main question is how hard the interaction feels and where effort can be reduced.
How to run it
Set up properly.
Before you start, be clear on which glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term you are measuring, when the question will be triggered, and what scale you will use.
Timing is critical. Ask immediately after the task is completed.
Run the method.
CES should be simple and focused.
Ask a clear effort-based question. Use a consistent rating scale, such as 1 to 5 or 1 to 7. Trigger the question immediately after the glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term. Optionally include a follow-up open-ended question. Keep the experience quick and unobtrusive.
The easier it is to answer, the more reliable the glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term.
Capture and make sense of it.
The value comes from identifying glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term.
Look across glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term to identify overall effort scores, glossaryPatternA reusable solution to a common design problem.Open glossary term in high-effort glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term, differences between journeys or user groups, and trends over time.
Use this to prioritise improvements.
What to look for
Focus on:
Where it goes wrong
Most issues come from:
Effort is only useful if you reduce it.
What you get from it
Done properly, this method gives you:
Key takeaway
It helps you create experiences that feel effortless.
Get in touch
If this sounds like something you need, we can help you identify where users are struggling and make your experience easier to use.
No guesswork. No assumptions. Just clear glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term you can act on.
FAQ
Common questions
A few practical answers to the questions that usually come up around this method.
What is Customer Effort Score in UX?
CES is a method used to measure how easy or difficult it is for users to complete a task.
When should you use CES?
Use it after key glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term where glossaryEase of UseHow simple and intuitive something feels to use.Open glossary term is important.
What is a good CES score?
Lower effort is better, but benchmarks vary depending on the product and glossaryContextThe surrounding conditions that shape behaviour and decisions.Open glossary term.
How is CES measured?
Typically through a rating scale, such as 1 to 5 or 1 to 7.
Does CES improve UX?
Yes. It highlights glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term and helps prioritise simplification.