CESCustomer Effort Score

Agreement that a specific step was easy, on a 1 to 7 scale. It shows which steps in your product cost people more effort than they should.

Try it free Template: Task ease

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Enter how many people gave each answer.

1234567

1 = Strongly disagree7 = Strongly agree

Result5.3Averagen = 30

95 % confidence interval: 4.7 – 5.9

What it is

CES builds on the finding that loyalty depends more on how much effort it takes to get something done than on delight. The less effort, the more likely people come back.

Ask right after a specific step is done, such as exporting a report or inviting a colleague, not about the product in general.

Exact question wording

The standardised wording Tack uses in English and Czech. Change it and the results stop being comparable.

English

Activity was easy.Scale 1 to 7: Strongly disagree … Strongly agree

Czech

Activity bylo snadné.Scale 1 to 7: Rozhodně nesouhlasím … Rozhodně souhlasím

See how the questions look to participants in the live demo

How it is calculated

CES = the mean of answers 1 to 7. In addition, the share who agree (5 to 7).

How to read the result

Tack places the mean in bands: from 5.8 the step is easy, from 5.2 average, below 4.6 it costs people needless effort.
Compare steps with each other: fix the one with the lowest CES first.

When to use it

After a specific step in the app is done.
After reworking a feature, to confirm it really is easier.

Frequently asked questions

What is the difference between CES and SEQ?

Both measure ease. SEQ asks after a task in a test how difficult it was. CES asks real users after a step in the product whether it was easy.

Is CES on a 1 to 5 or 1 to 7 scale?

Both are used. Tack uses the seven-point one, which tells small differences apart better. Do not compare results from different scales.

Source: Dixon, Freeman, Toman: Stop Trying to Delight Your Customers (Harvard Business Review)

Templates with this metric

Task ease

CES after a step in your app, on your own event.

What it answers: Which steps take more effort than they should.

2 questionsCES

More metrics

All metrics

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