Measure how easy (or hard) it is for customers to get things done.
Average CES
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Customer Effort Score (CES) measures how much effort a customer had to expend to complete a task or get an issue resolved. It typically asks "How easy was it to [complete X]?" on a 1-7 scale. CES is a strong predictor of loyalty — low effort experiences drive repeat usage.
On a 1-7 scale where 7 = "Very easy" and 1 = "Very difficult," average all responses. Some teams report % of respondents who answered 6 or 7 instead of an average. Either is valid as long as you stay consistent.
Strong CES (avg)
5.5+
Top quartile (% easy)
70%+
Concerning
<5.0 or <50% easy
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Right after a customer completes a key task — finishing onboarding, resolving a support ticket, completing a complex action. CES is most useful for diagnosing friction in your UX or support process.
CSAT asks "Were you happy?" CES asks "Was it easy?" Customers can be satisfied with a hard experience or unhappy with an easy one. CES is a better predictor of churn for product UX issues.
Identify the lowest-scoring touchpoints, simplify them. Common wins: reduce form fields, fewer steps in checkout, clearer empty states, better in-app guidance.