For predicting loyalty/churn, yes \u2014 CEB research confirmed.

'How easy was it to handle your issue today?' (original CEB).

100+ responses for statistical significance.

+0.3 per quarter is aggressive but achievable.

Yes \u2014 track customer lifetime value by CES tier.

Customer Effort Score (CES)

CES: 'How easy was it to handle your issue?' 1-7 scale. >5.5 = excellent. Below 4 = high effort, churn risk. Drives loyalty more than CSAT.

Scores 1 (Very Difficult)

Scores 2

Scores 3

Scores 4 (Neutral)

Scores 5

Scores 6

Scores 7 (Very Easy)

CES Average

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Verdict

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Top 2-Box %

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Bottom 2-Box %

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Total responses	—
CES average	—
Top 2-box (6+7)	—
Bottom 2-box (1+2)	—
Verdict	—

Customer Effort Score (CES) measures how easy customers find it to interact with your business. Survey: 'How easy was it to handle your issue today?' on a 1-7 scale. CEB research shows CES predicts loyalty better than CSAT.

CES vs CSAT vs NPS

CES: predicts churn (lowest effort = most loyal). CSAT: predicts satisfaction (one-time). NPS: predicts referral. CES is most actionable for support and product teams. Use all three together for full picture.

Scoring Methodology

Average score 1-7 (or 1-5 in some versions). Top-2 box: percentage scoring 6 or 7 = 'very easy'. Bottom-2 box: percentage scoring 1 or 2 = 'very difficult'. Lower bottom-2 box is critical — these customers will churn.

When to Survey

After key interactions: support ticket close, onboarding milestone, feature first-use, renewal moment. Survey timing matters — within 24 hours of interaction, response rates 10-15%; delays drop to 3-5%.

Last updated May 2026. Sources: Gartner Customer Effort Score.