The best way to wow your customers is to make it easy for them to do what they need to do; on the channels they choose

It’s important that your business makes it easy to do business with you. We at Route 101 can help you to improve your Customer Effort Score by optimising your technology, tools and processes – so you can concentrate on delivering the best experiences to your customers.

Get in touch

Why is customer effort score so important?

A strong customer effort score (CES) can help with:

  • Increasing customer loyalty
  • Securing a competitive advantage

The importance of a good customer effort score cannot be overstated.

Did you know?

Moving a customer from a 1 to a 5 on CES scale boosts their loyalty by 22% (Source: The Customer Executive Board)

What is customer effort score?

Customer Effort Score (CES) is a metric used in customer service to measure how much effort your customer must exert in order to resolve an issue, get a request fulfilled, purchase or return a product, or have their question answered. Basically, it’s a metric to help you assess how easy or hard it is for your customers to deal with you.

A popular metric used by service teams everywhere, Customer Effort Score surveys ask customers to judge the ease of their experience.

How can Route 101 help you increase your customer effort score?

Our market-leading contact centre software platforms are used by customers of all sizes to help them deliver great service and exceptional experiences. We can help implement tools which can automate the Customer Effort Score surveying process, which makes calculating customer effort easy and straightforward.

Some of the biggest factors which can increase customer effort and lower a business’ CES score are being transferred to multiple agents, having to repeat information, or having to switch channels.

With tools and features like:

...your business can make it easy for your customers to get in touch and resolve their queries.

Get started with omnichannel support


How to improve your customer effort score?

Make it easy for your customers to help themselves with smart self-service solutions. Help your customers to get their own answers and make it easy for your agents to be where your customers are – across channels and devices.

Request a discovery call

Tools for a better customer effort score

The harder your customers must work to deal with you, the higher the chance they’ll churn.


Make finding answers simple

Give your agents the resources they need to provide solutions and make it easy to access information on both sides. Your customers and agents should not have to go to multiple different places to track down answers. This in turn will help to increase the speed at which customers and agents can progress through to a resolution.

Can you help customers resolve issues when they reach out? Your customers shouldn’t need to reach out about similar or related issues once they’ve been in touch.

Learn more about our self-service solutions.

Straightforward contact no matter the channel

Your customers expect to be able to contact you on their preferred channel, whether that’s voice or digital, and the number of channels they’re using is growing. Being able to add or switch channels can help to greatly reduce customer effort.

Tell me more about omnichannel routing.

Make your agents lives easier

Reduce customer effort by helping your agents to concentrate on what they do best, helping your customers. By streamlining the agent desktop, you can make it easy for your agents to access information. Including integrated access to presence-based collaboration tools help agents reach out to resources within and beyond the contact centre when they need to help the customer.

Learn more about providing a unified agent desktop.

How do you measure customer effort?

Customer effort scores give you insights into how easy you are to deal with as a business, and how well your service teams are performing when it comes to resolving issues.

The typical way to measure Customer Effort is via survey. Encourage customers to score you on a standard seven-point numeric scale immediately after a touchpoint with service or straight after an interaction that led to a purchase of subscription.

Because the best time to measure Customer Effort is immediately following a touchpoint or interaction, CES is great for collecting real-time feedback.

When measuring CES, customers will typically rank their experiences on this seven-point scale, with numbers ranging from ‘1: Very Difficult’ to ‘7: Extremely Easy’.


Customer effort score vs other metrics

There are three key metrics you can use to understand how your happy customers are with products and services, whether they’re willing to recommend them to others, and whether your customers find it easy to deal with your business. These are:

  • Customer Satisfaction (CSAT)
  • Net Promoter Score (NPS)
  • Customer Effort Score (CES)

Customer Effort Scores typically measure a single service interaction. Your customers might have had a singular bad experience but still love your business. Because CES doesn’t give a holistic view of the customer experience, it should be used in conjunction with other metrics like Customer Satisfaction (CSAT) scores and Net Promoter scores, to help accurately understand how your customers feel about your organisation.

Additional metrics to consider when scoring customer effort:

Alongside the Net Promoter Score and Customer Satisfaction Score, there are a few other key metrics you should think about in relation to customer effort.

Consider your ticket handle times, your reply times, your wait times, the number of touches between your customers and your agents, and the number of times an average customer contacts your team.



Adopting a human-centred approach to customer effort

Look at what you do or don’t do that might be reflective of your customer effort score. Metrics alone are fine, but they don’t tell you what you are doing well or not so well. What is making your customer experiences hard or easy?

Once your team really understands what makes up your customer effort score, you can start to make improvements.