The CES question is typically structured; ‘To what extent do you agree or disagree that ‘company name’ was easy to deal with?’ The customer then ranks their experience on a five-point scale ranging from 1 – strongly disagree to 5 – strongly agree. Their answer determines how much effort was required on their part to interact with a business and how likely they will be to continue being a customer, or to use the products or services again.
CES became a more widely recognised research metric after HBR published an article entitled ‘Stop Trying to Delight your Customers’ in July of 2010. Within the article they state, ‘Two critical findings emerged that should affect every company’s customer service strategy. First, delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.’