CES (Customer Effort Score)
We set up CES (Customer Effort Score) measurement: a survey of how EASY it was for the customer to solve a task/get a result ('how much effort did it take?'). High effort often predicts churn. Honestly upfront: CES is a useful but ONE lens (the perceived effort of a specific interaction), not the full picture and not loyalty; it is a proxy with the usual survey caveats; measuring effort is not reducing it (actions to simplify are needed); and by itself CES does not guarantee retention. We make CES a tool for simplifying the experience, not a number for a report.
CES (Customer Effort Score) — overview
CES (Customer Effort Score) is an effort metric: the customer is asked how easy it was to complete a task or get help ('The company made it easy to resolve my issue' — agreement on a scale, or 'how much effort did it take?'). The idea is that low effort correlates more strongly with repeat purchases and loyalty than 'delight': people care more that it is SIMPLE than that they are 'wowed'. We set up collection at the right points and work with results. Honestly about 'one lens, not the full picture': CES measures the perceived effort of a specific interaction — a valuable signal (high effort often predicts churn) but one of several, not the full truth. It does not replace satisfaction (CSAT, 998) or loyalty (NPS, 997) — they are about different things and complement each other. One effort score does not describe the whole customer relationship. Honestly about proxy and caveats: like any survey, CES is biased (the extremes answer), suffers from fatigue, depends on wording and moment. It is a signal, not absolute truth. Honestly about 'measure ≠ reduce': measuring effort itself simplifies nothing. The value is in actions: find where it is hard for the customer (a confusing process, extra steps, poor support) and simplify it. CES points to problem spots, but changes solve them, not the figure. Honestly about context: CES is especially appropriate for assessing service interactions and processes (support, checkout, problem resolution), not as a universal 'score'. Honestly about the effect: it helps find and remove high-effort points, which reduces frustration and raises the chances of retention, but it is not a guarantee. Honestly about access: interaction points and a survey channel are needed. An important boundary: this is CES (effort); CSAT (satisfaction) — 998; NPS (loyalty) — 997; the survey approach — 996. Picture this: instead of 'it is hard for the customer and they leave silently' — measuring effort focused on simplification, honest about its place among metrics. The base price starts from 30,000 ₽ (depends on volume and points).
Problems we solve
- It is hard for customers to solve tasks, and they leave without explanation.
- Where the customer faces extra effort is not measured.
- CES is confused with loyalty or satisfaction.
- Effort is measured but problem processes are not simplified.
What's included in the CES (Customer Effort Score) service
- CES collection setup at the right service points
- Finding high-effort points and a simplification cycle
- Honest separation of CES vs CSAT (998) vs NPS (997)
- Accounting for survey caveats (bias, fatigue, wording)
- Honest boundaries (one lens; measure ≠ reduce; proxy; no guarantee)
- A link with CSAT (998), NPS (997), the survey approach (996)
- Contextual interpretation (service interactions)
- Handover and review with you
What you get
- Understanding where it is hard for the customer (high-effort points)
- A process-simplification cycle (not just a metric)
- Correct separation from satisfaction/loyalty
- Honest boundaries (one lens; measure ≠ reduce; no retention guarantee)
How the work goes: steps
- We determine the service points to measure effort
- We set up collection, find high-effort points
- We build a simplification cycle, honestly set boundaries with you
Why PDV Expert
- Fixed price and timeline — no surprises on the invoice.
- Report and recommendations in plain language — clear without a technical background.
- In touch at every step and answering questions about the result.
FAQ
Will CES replace NPS and CSAT?
No, honestly: CES measures the perceived effort of a specific interaction — one valuable lens, but not the full picture. It does not replace satisfaction (CSAT, 998) or loyalty (NPS, 997) — they are about different things and complement each other. One effort score does not describe the whole customer relationship. We will honestly suggest which metrics are appropriate and where rather than pass CES off as the only one needed.
Does a low CES (little effort) guarantee retention?
No, honestly: low effort does often correlate with repeat purchases (people care that it is simple), and it is a useful predictor. But it is correlation and a signal, not a guarantee — retention is also affected by price, value and competitors. CES helps remove the 'too hard' barrier but does not guarantee the customer stays. We honestly present it as an important but not the only factor.
Is measuring effort enough to make it simpler?
No, honestly: the measurement itself simplifies nothing. The value is in actions: find where it is hard for the customer (a confusing process, extra steps, poor support) and actually simplify it. CES points to problem spots, but changes solve them, not the figure. Plus, like any survey, CES is biased and depends on the moment. We build a simplification cycle rather than just show a score.
About the provider
The «CES (Customer Effort Score)» service is provided by PDV Expert — a team specialising in «Customer retention». We work under contract and deliver a written report with recommendations.