The Client Effort Score (CES) is a complex index that can let you know whether customers purchase your service or product again and whether they are willing to spend more.

1. Client effort score
(CES)isa complex indexthat canlet youknow if
customers willpurchase your service or product againand willthey be spending more.
leading index to show the highest
accuracy in predictive power of
repurchasing
Has the powerof predicting the
increased spending possibility
Helps to define the exact process
which needsimprovement
Easy to calculate and track the
dynamics

2. The statement depends on what exactlyyou would like toevaluate.
So you can ask your customers “How easy it was to handle theissue”, “How easy it was to get the answerfor needed question”or “How much effort didyou put
to solve your request”.
The statementof questioncan help you toreceive an exactfeedback regarding a specificprocess.
Question
statement
How easy
How mucheffort
Scalevariants
1-5
1-7
1-10
How to calculate
• Average rate
• ’NPS style’
Where to apply
specific process, touchpoint,
channelof contact, type of product
Client effort score – how to calculate

3. What is the point with measuring
CES?
The predictive power of CES isvery strong. The customers,
who had reported a low effort, 94% expressed an intention
to repurchase, and 88% saidthey would increase their
spending.
Conversely, 81% of the customers who had a hard time
solving their requests or using a product reported an
intention to negatively speak about the company.
A valuable base to start the root cause analysis of any
issue you experiencewith the product/service
If you are searching for answers of why NPS is low,
sales volumes low oryour product is unpopular -
CES will help to find the answers
By analyzing the data with the customer’s
feedback, you will find ourthe main pain
points.
Focus on what drives yourscore rather than the
number itself