What is a Customer Experience Score?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

2 minutes

Customer Experience

The Customer Experience Score (CES) is a metric used by businesses to measure and evaluate the overall satisfaction and experience of their customers. It provides insights into how well a company is meeting customer expectations and helps identify areas for improvement. CES is typically measured through surveys and feedback from customers.

Examples of Customer Experience Score

Here are a few examples to help you understand how the Customer Experience Score works:

  1. A retail store may use CES to measure the satisfaction level of customers after their in-store shopping experience. Customers may be asked to rate their overall experience on a scale of 1 to 10, with 10 being highly satisfied.
  2. An online service provider may calculate CES by asking customers how easy or difficult it was to use their platform or resolve an issue. Customers may be asked to rate their experience on a scale of 1 to 5, with 5 being very easy.
  3. A call center may use CES to assess customer satisfaction after a support call. Customers may be asked to rate their experience based on the promptness and effectiveness of the service they received.

Importance of Customer Experience Score

The Customer Experience Score is crucial for several reasons:

  1. Customer satisfaction: CES helps businesses understand how satisfied their customers are. By tracking CES over time, companies can identify trends and patterns in customer satisfaction levels.
  2. Identifying pain points: CES helps identify specific areas where customers may be facing difficulties or dissatisfaction. This allows businesses to focus their efforts on improving those areas and delivering a better experience.
  3. Competitive advantage: A high CES can give a company a competitive edge by attracting and retaining more customers. Positive word-of-mouth from satisfied customers can also lead to increased brand reputation and customer loyalty.

How to Use Customer Experience Score

To effectively use Customer Experience Score:

  1. Collect feedback: Implement a survey or feedback mechanism to gather customer opinions and ratings on their experience.
  2. Choose the right metrics: Determine the specific aspects of the customer experience that you want to measure and develop appropriate rating scales.
  3. Analyze the results: Regularly analyze the collected data to identify trends, patterns, and areas for improvement.
  4. Take action: Use the insights gained from CES to make data-driven decisions and implement changes aimed at enhancing the customer experience.

Useful Tips for Evaluating Customer Experience Score

Consider these tips when evaluating Customer Experience Score:

  1. Keep it simple: Use a straightforward rating scale and avoid complex questions to ensure high survey response rates.
  2. Follow up: Reach out to customers who provide low CES ratings to understand their concerns and find ways to address them.
  3. Benchmark against competitors: Compare your CES with industry benchmarks to gain insights into your relative performance and identify areas for differentiation.
  4. Continuously improve: Use CES as an ongoing process to monitor customer satisfaction and make iterative improvements to enhance the overall experience.


A Customer Experience Score is a metric used to measure the overall satisfaction and loyalty of customers towards a brand or organization.
The calculation of Customer Experience Score varies depending on the methodology used by different organizations. It generally involves collecting feedback from customers through surveys or other means and aggregating the responses to derive a score.
Customer Experience Score is important because it provides insights into the effectiveness of an organization's customer experience efforts. It helps identify areas for improvement and measure the impact of customer-centric initiatives.
Monitoring Customer Experience Score allows organizations to proactively address customer issues, enhance customer satisfaction, increase customer loyalty, and ultimately drive business growth.
Organizations can improve their Customer Experience Score by actively listening to customer feedback, identifying pain points in the customer journey, personalizing customer interactions, and continuously enhancing their products or services based on customer needs.
No, Customer Experience Score and Net Promoter Score (NPS) are different metrics. While both measure customer satisfaction, Customer Experience Score focuses on the overall customer experience, whereas NPS specifically measures customer loyalty and likelihood to recommend.
A single Customer Experience Score can provide an overall assessment, but it may not capture the diversity of customer preferences and experiences. It is important to segment customers based on different criteria to gain deeper insights into specific customer groups.
The frequency of measuring Customer Experience Score may vary depending on the organization's goals and resources. It can be measured periodically, such as quarterly or annually, or in real-time for more immediate feedback.
Improving Customer Experience Score is a continuous process that requires consistent effort and dedication. It may take time to implement changes, analyze results, and refine strategies to achieve sustainable improvements.
Yes, benchmarks for Customer Experience Score exist and can be industry-specific. These benchmarks provide organizations with a reference point to assess their performance against competitors or best-practice standards.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.





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