The way that you calculate your CES will depend on the type of scale you used in your survey.
- Numbered poll: add all the responses together and divide them by the number of respondents to get an average
- Likert Scale: average the responses by assigning a number between 1-7 to each answer. The higher the average, the better your CES
- Happy/Unhappy emoticons: calculate the percentage of people who answered with a happy face out of the total number of people who answered happy or unhappy. Ideally, you want a high percentage of happy faces and a very low percentage of unhappy ones.
If the CES is high, congratulations! You can move on without changing your process for now. Continue to collect feedback and monitor your CES over time.
If your CES is suboptimal, make a plan to identify the root issues and fix them. Customer Effort Scores can only tell you that a process is causing customers to extend a lot of effort; they can’t tell you why. The fault could be a troublesome employee, a glitch on the website, or something else entirely: this means you need to investigate further by asking follow-up questions as part of the survey, polling users in greater depth, performing usability testing, or conducting customer interviews.
Once you’ve identified the issue, make corrections and then continue to test your CES to make sure there is an improvement over time.