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Transactional Customer Effort Score (CES) Transactional Customer Effort Score (CES)

XM Solution Automated Project

Transactional Customer Effort Score (CES)

Improve customer loyalty and lifetime value by smoothing the path to purchase with a complete understanding of customer effort on your most important interactions.

Core Experience

Customer Experience

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Included with License


Customer Effort Score

Customer Effort Score (CES) is a type of customer satisfaction survey that measures the ease of an experience with a company by asking customers how much effort was required to use the product or service.

Research by the Corporate Executive Board (CEB), the creators of the Customer Effort Score, showed that “Service organizations create loyal customers and increase customer lifetime value primarily by reducing customer effort – i.e. helping them solve their problems quickly and easily – not by delighting them in service interactions”.

CES studies are particularly useful when:

  • Used immediately after an interaction with a product that led to a purchase or subscription
  • Immediately after an interaction with customer service

Outcomes Delivered

  • Understand difficulties in your buying process
  • Benchmark CES to measure improvement
  • Increase buying velocity by streamlining purchase speed

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Smoother path to purchase

The Customer Effort Score (CES) methodology helps your organization understand how difficult or easy respondents believe doing business with your organization is. This includes information on their ability to complete the task they contacted you for, and their satisfaction with the interaction.

What You Get

Expert-built Surveys

An expert-built Customer Effort Score survey template preloaded with the right questions to help you save time and get results faster.

  • Ph.D. designed methodology
  • Prebuilt logic and survey structure
  • Automated workflow

Response Recommendations

A sample of recent customers will be the most valuable sample to measure CES. Use your own internal customer lists or Qualtrics may be able to supplement your sample with its panel services.

A recommended number of respondents to maximize confidence in your data, specific to your project design. For example, a typical study would require a respondent sample size of 300 completes for optimal analysis.

We make it easy to get responses:

  • Upload your own contacts
  • Purchase respondents directly in Qualtrics

Prebuilt Reports

Get instant analysis of your data. Pre-built reports help you spend less time analyzing data, and more time delivering results.

  • Instant analysis of your data
  • Easy to understand results
  • Expert designed charts and graphs
  • PDF format for easy sharing

Additional Resources

  1. Article: Measuring Customer Experience – The Metrics to Think About
  2. What is Customer Effort Score (CES)?

Solution Details

Required License: Research Core 3 or Customer Experience 1



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