Customer Effort Score and digitization: fewer clicks, more satisfied customers

Introduction

In a time of digital transformation, customers expect speed and convenience. They want to handle tasks without cumbersome processes or lengthy contact with employees. This is where the Customer Effort Score (CES). in view: the easier it is for customers to achieve their goals, the higher their satisfaction and loyalty.

Digitalization plays a crucial role in reducing effort. In this article, we look at how automation, self-service and digital tools improve CES and increase customer satisfaction.

What is CES?

The Customer Effort Score measures the effort a customer must expend to complete a task. Examples:

• Buying a product
• Changing a subscription
• Resolving a problem with customer service

CES is usually measured with a simple question:
"How much effort did you have to put into solving this problem?" (1 = very little, 5 = very much)

A low score means that customers easily achieve their goals - a key to loyalty.

Digitization lowers effort

1. Self-service portals

Customers can solve problems themselves without waiting times. Examples:

• FAQs and knowledge bases
• Automatic billing and payment options
• Product manuals and tutorials

2. Chatbots and virtual assistants

NLP-driven chatbots answer questions instantly and 24/7, reducing customer effort.

3. Automated workflows

Process automation reduces manual steps, such as when requesting a refund or changing an account.

4. Multichannel integration

Making customer information centrally available ensures that customers not having to explain their situation over and over again at different channels.

Benefits of digitization at CES

1. Faster service - less waiting time and frustration
2. Higher customer satisfaction - low effort leads to higher scores
3. Cost savings - fewer human interactions required
4. Loyalty - satisfied customers stay longer and are more likely to make repeat purchases

Practice

• Retail: E-commerce retailer introduces self-service returns portal → CES drops 25% → NPS rises 10 points.
• Banking: Automatic update of customer data via app → CES improved, less call center contact → loyalty increases.
• SaaS: Onboarding via interactive tutorials → new customers operational faster, fewer support tickets → lower churn.

Best practices

1. Measure CES at digital touchpoints

• Online purchases
• App interactions
• Support tickets

2. Analyze patterns

• Identify high-effort processes
• Prioritize improvement by impact

3. Integrate with NPS and customer value

• CES measures convenience
• NPS measures loyalty
• Together, they provide a complete picture of customer experience

Challenges

• Technological complexity - systems must be well integrated
• Lack of training - employees need to understand new digital tools
• Balance between automation and human contact - some customers want personal contact

Conclusion

Digitization lowers Customer Effort Score and increases customer satisfaction. By combining self-service, automation and multichannel integration, organizations create easier, faster and consistent customer journeys.

Measuring and improving CES through digitization is a strategic advantage that directly affects loyalty and revenue.