Customer Effort Score (CES)
A survey measure of how much effort a customer had to expend to get something done.
Why effort predicts better than sentiment
Satisfaction measures how someone feels; effort measures friction they experienced. Friction is closer to the behaviour that produces churn, and it points at a specific fixable interaction rather than a mood.
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RELATED TERMS
Customer Health Score
A composite indicator combining usage, engagement and support signals to estimate the likelihood an account renews.
Time-to-Value (TTV)
How long from purchase until a customer experiences the outcome they bought. The early metric that predicts retention.
Net Promoter Score (NPS)
A survey metric derived from likelihood-to-recommend, reported as promoters minus detractors.
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