Introduction
The Customer Effort Score (CES). measures how easily customers achieve their goals, such as buying a product or solving a problem. CES is a powerful indicator of customer satisfaction and loyalty: the less effort a customer has to make, the more likely repeat purchases and recommendations.
In this article, we look at five case studies from different sectors that show how CES is concretely applied and the impact it has on customer satisfaction and business results.
1. Retail: simplicity in ordering and return process
A large e-commerce retailer analyzed CES scores after online orders. Customers reported that returns were complicated, yielding negative scores.
Actions:
- Returns process simplified with online label generator
- Chatbot added for return assistance
- Real-time tracking of return status
Results:
- CES enhanced with 20%
- Return frustration decreased
- NPS increased as an indirect effect
2. Finance: digital self-service
A bank wanted to reduce customer service wait times. CES was measured after interacting with their app and online portal.
Actions:
- Frequently asked questions integrated into the app
- Chatbot deployed for simple transactions
- Account information updated automatically
Results:
- CES enhanced with 18%
- Call center traffic decreased 25%
- Customer loyalty increased
3. Care: patient-centered communication
A hospital measures CES after appointments and treatments. Patients reported that administration and wait times caused a lot of trouble.
Actions:
- Digital intake forms
- SMS reminders and digital updates
- Faster access to test results via portal
Results:
- CES increased significantly
- Patient satisfaction increased
- Positive reviews and word of mouth increased
4. B2B Software: onboarding and support
A SaaS company wanted to get new customers started faster. CES was measured at onboarding and support tickets.
Actions:
- Onboarding simplified with interactive tutorials
- Dedicated support teams for high-value customers
- Automatic follow-up on tickets
Results:
- CES rose with 22%
- Fewer support tickets due to clear instructions
- Customers operational faster
5. Hospitality: improving guest experience
A hotel chain wanted to know how easily guests could check in and book services through the app.
Actions:
- Mobile check-in introduced
- Integration of room service and spa through one app
- Push notifications for updates and offers
Results:
- CES enhanced with 15%
- Higher customer satisfaction and returning guests
- Positive online reviews increased
CES in practice: lessons learned
- Measure at critical times
Measure CES after interactions that are important to the customer: purchase, support, onboarding. - Link feedback to action
Analyze scores and take immediate improvement actions. - Integrate technology
Automation and self-service increase convenience and decrease effort. - Communicate improvements
Let customers know that feedback is being used.
Conclusion
CES provides companies with concrete insights into how easily customers achieve their goals. By implementing practical improvements, organizations can increase customer satisfaction, drive loyalty and reduce operational costs.
CES is thus more than a metric: it is a strategic tool that has direct impact on business results.
