Customer Effort Score (CES) Survey
The Customer Effort Score (CES) measures how easy it is for customers to get their issues resolved. Research shows that reducing customer effort is a stronger predictor of loyalty than customer satisfaction. This template uses the standard 1-7 scale from 'Very Difficult' to 'Very Easy', with smart conditional logic that asks different follow-up questions based on the effort level reported. Low-effort experiences lead to increased customer loyalty and reduced churn.
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export function cesStandardSurvey(form: FormTs) {
// Customer Effort Score (CES) Survey
// Demonstrates: RatingScale (CES preset), ThumbRating, EmojiRating, MatrixQuestion, conditional visibility
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'How Was Your Experience?',
computedValue: () => 'We want to make sure getting help is always easy for you.',
customStyles: {
backgroundColor: '#0891b2',
color: 'white',
padding: '24px',
borderRadius: '12px',
textAlign: 'center'
}
});
});
// ============================================
// SECTION 1: Customer Effort Score
// ============================================
const cesSection = form.addSubform('cesSection', {
title: 'Effort Rating',
customStyles: () => {
const score = cesSection.ratingScale('effortScore')?.value();
if (score === null || score === undefined) {
return { padding: '16px', borderRadius: '8px', border: '1px dashed #cbd5e1' };
}
if (score >= 5) return { backgroundColor: '#d1fae5', padding: '16px', borderRadius: '8px' };
if (score >= 3) return { backgroundColor: '#fef3c7', padding: '16px', borderRadius: '8px' };
return { backgroundColor: '#fee2e2', padding: '16px', borderRadius: '8px' };
}
});
cesSection.addRow(row => {
row.addRatingScale('effortScore', {
preset: 'ces',
label: 'How easy was it to get your issue resolved today?',
showSegmentColors: false,
size: 'lg',
isRequired: true
});
});
// Dynamic feedback based on effort level
cesSection.addRow(row => {
row.addTextPanel('effortFeedback', {
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null,
computedValue: () => {
const score = cesSection.ratingScale('effortScore')?.value();
if (score === null || score === undefined) return '';
if (score >= 6) return 'Excellent! We are glad the experience was effortless.';
if (score >= 4) return 'Thank you for your feedback. We are always working to improve.';
return 'We are sorry it was difficult. Your feedback helps us do better.';
},
customStyles: () => {
const score = cesSection.ratingScale('effortScore')?.value();
const baseStyle = { padding: '12px', borderRadius: '6px', textAlign: 'center', fontStyle: 'italic' };
if (score === null || score === undefined) return baseStyle;
if (score >= 6) return { ...baseStyle, color: '#065f46', backgroundColor: '#ecfdf5' };
if (score >= 4) return { ...baseStyle, color: '#92400e', backgroundColor: '#fffbeb' };
return { ...baseStyle, color: '#991b1b', backgroundColor: '#fef2f2' };
}
});
});
// ============================================
// SECTION 2: Resolution Status
// ============================================
const resolutionSection = form.addSubform('resolutionSection', {
title: 'Issue Resolution',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
resolutionSection.addRow(row => {
row.addThumbRating('issueResolved', {
label: 'Was your issue fully resolved?',
showLabels: true,
upLabel: 'Yes, resolved',
downLabel: 'No, not resolved',
size: 'lg',
alignment: 'center'
});
});
// Unresolved follow-up
resolutionSection.addSpacer({ height: '16px' });
resolutionSection.addRow(row => {
row.addTextarea('unresolvedDetails', {
label: 'What is still unresolved?',
placeholder: 'Please describe what we can do to help...',
rows: 3,
isVisible: () => resolutionSection.thumbRating('issueResolved')?.value() === 'down',
isRequired: () => resolutionSection.thumbRating('issueResolved')?.value() === 'down'
});
});
// ============================================
// SECTION 3: Pain Points (for high effort)
// ============================================
const painPointsSection = form.addSubform('painPointsSection', {
title: 'What Made It Difficult?',
isVisible: () => {
const score = cesSection.ratingScale('effortScore')?.value();
return score !== null && score !== undefined && score <= 3;
},
customStyles: { backgroundColor: '#fef2f2', padding: '16px', borderRadius: '8px' }
});
painPointsSection.addRow(row => {
row.addCheckboxList('painPoints', {
label: 'Select all that apply:',
options: [
{ id: 'wait-time', name: 'Long wait times' },
{ id: 'transfers', name: 'Transferred multiple times' },
{ id: 'repeat-info', name: 'Had to repeat my information' },
{ id: 'unclear', name: 'Unclear instructions' },
{ id: 'knowledge', name: 'Agent lacked knowledge' },
{ id: 'tools', name: 'Technical issues/tools not working' },
{ id: 'policy', name: 'Unhelpful policies' },
{ id: 'follow-up', name: 'Required multiple follow-ups' }
],
orientation: 'vertical'
});
});
painPointsSection.addSpacer({ height: '16px' });
painPointsSection.addRow(row => {
row.addTextarea('painPointDetails', {
label: 'Please share more details about what went wrong',
placeholder: 'Your detailed feedback helps us improve our processes...',
rows: 3
});
});
// ============================================
// SECTION 4: Success Factors (for low effort)
// ============================================
const successSection = form.addSubform('successSection', {
title: 'What Worked Well?',
isVisible: () => {
const score = cesSection.ratingScale('effortScore')?.value();
return score !== null && score !== undefined && score >= 5;
},
customStyles: { backgroundColor: '#ecfdf5', padding: '16px', borderRadius: '8px' }
});
successSection.addRow(row => {
row.addCheckboxList('successFactors', {
label: 'What made your experience smooth?',
options: [
{ id: 'quick-response', name: 'Quick response time' },
{ id: 'first-contact', name: 'Resolved on first contact' },
{ id: 'knowledgeable', name: 'Knowledgeable agent' },
{ id: 'clear-comm', name: 'Clear communication' },
{ id: 'proactive', name: 'Proactive follow-up' },
{ id: 'self-service', name: 'Easy self-service options' },
{ id: 'empathy', name: 'Agent showed empathy' },
{ id: 'exceeded', name: 'Exceeded my expectations' }
],
orientation: 'vertical'
});
});
// ============================================
// SECTION 5: Channel & Agent Evaluation
// ============================================
const evaluationSection = form.addSubform('evaluationSection', {
title: 'Rate Your Experience',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
evaluationSection.addRow(row => {
row.addRadioButton('channel', {
label: 'How did you contact us?',
options: [
{ id: 'phone', name: 'Phone' },
{ id: 'chat', name: 'Live Chat' },
{ id: 'email', name: 'Email' },
{ id: 'self-service', name: 'Self-Service' }
],
orientation: 'horizontal'
});
});
evaluationSection.addSpacer({ height: '16px' });
evaluationSection.addRow(row => {
row.addMatrixQuestion('serviceMatrix', {
label: 'Please rate the following aspects:',
rows: [
{ id: 'response-time', label: 'Response time', isRequired: true },
{ id: 'communication', label: 'Communication clarity' },
{ id: 'professionalism', label: 'Professionalism' },
{ id: 'solution-quality', label: 'Quality of solution' }
],
columns: [
{ id: '1', label: 'Poor' },
{ id: '2', label: 'Fair' },
{ id: '3', label: 'Good' },
{ id: '4', label: 'Very Good' },
{ id: '5', label: 'Excellent' }
],
striped: true,
fullWidth: true
});
});
// ============================================
// SECTION 6: Overall Satisfaction
// ============================================
const satisfactionSection = form.addSubform('satisfactionSection', {
title: 'Overall Impression',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
satisfactionSection.addRow(row => {
row.addEmojiRating('overallSatisfaction', {
label: 'How satisfied are you with the overall support experience?',
preset: 'satisfaction',
size: 'lg',
showLabels: true,
alignment: 'center'
});
});
satisfactionSection.addSpacer({ height: '16px' });
satisfactionSection.addRow(row => {
row.addStarRating('agentRating', {
label: () => {
const channel = evaluationSection.radioButton('channel')?.value();
if (channel === 'self-service') return 'Rate the self-service experience';
return 'Rate your support agent';
},
maxStars: 5,
size: 'lg',
alignment: 'center',
showConfettiOnMax: true
});
});
// ============================================
// SECTION 7: Additional Comments
// ============================================
const commentsSection = form.addSubform('commentsSection', {
title: 'Any Additional Comments?',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
commentsSection.addRow(row => {
row.addTextarea('additionalComments', {
label: 'Share any other feedback that would help us improve',
placeholder: 'Your suggestions are valuable to us...',
rows: 3,
autoExpand: true
});
});
// ============================================
// SECTION 8: Summary
// ============================================
const summarySection = form.addSubform('summarySection', {
title: 'Your Feedback Summary',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
summarySection.addRow(row => {
row.addTextPanel('summaryContent', {
computedValue: () => {
const effortScore = cesSection.ratingScale('effortScore')?.value();
const resolved = resolutionSection.thumbRating('issueResolved')?.value();
const satisfaction = satisfactionSection.emojiRating('overallSatisfaction')?.value();
const agentRating = satisfactionSection.starRating('agentRating')?.value();
const channel = evaluationSection.radioButton('channel')?.value();
if (effortScore === null || effortScore === undefined) return '';
let effortLevel = 'High Effort';
let emoji = '';
if (effortScore >= 6) { effortLevel = 'Very Easy'; emoji = ''; }
else if (effortScore >= 4) { effortLevel = 'Moderate'; emoji = ''; }
else { emoji = ''; }
let summary = `${emoji} CES Feedback Summary\n`;
summary += `${'='.repeat(28)}\n\n`;
summary += `Effort Score: ${effortScore}/7 (${effortLevel})\n`;
if (resolved) {
summary += `Issue Resolved: ${resolved === 'up' ? 'Yes' : 'No'}\n`;
}
if (channel) {
const channelLabels: Record<string, string> = {
'phone': 'Phone',
'chat': 'Live Chat',
'email': 'Email',
'self-service': 'Self-Service'
};
summary += `Contact Channel: ${channelLabels[channel] || channel}\n`;
}
if (satisfaction) {
const satisfactionLabels: Record<string, string> = {
'very-bad': 'Very Dissatisfied',
'bad': 'Dissatisfied',
'neutral': 'Neutral',
'good': 'Satisfied',
'excellent': 'Very Satisfied'
};
summary += `Satisfaction: ${satisfactionLabels[satisfaction] || satisfaction}\n`;
}
if (agentRating) {
summary += `Agent Rating: ${'*'.repeat(agentRating)}${'*'.repeat(5 - agentRating)} (${agentRating}/5)\n`;
}
return summary;
},
customStyles: () => {
const effortScore = cesSection.ratingScale('effortScore')?.value();
const baseStyles = {
padding: '16px',
borderRadius: '8px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '14px'
};
if (effortScore === null || effortScore === undefined) return baseStyles;
if (effortScore >= 5) {
return { ...baseStyles, backgroundColor: '#d1fae5', borderLeft: '4px solid #10b981' };
} else if (effortScore >= 3) {
return { ...baseStyles, backgroundColor: '#fef3c7', borderLeft: '4px solid #f59e0b' };
}
return { ...baseStyles, backgroundColor: '#fee2e2', borderLeft: '4px solid #ef4444' };
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: 'Submit Feedback',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
form.configureCompletionScreen({
type: 'text',
title: 'Thank You!',
message: 'Your feedback helps us make every interaction easier. We appreciate you taking the time to share your experience with us.'
});
}
Frequently Asked Questions
What is Customer Effort Score (CES)?
CES measures how easy it is for customers to interact with your company. It uses a 1-7 scale where 1 means 'Very Difficult' and 7 means 'Very Easy'. The goal is to make every interaction as effortless as possible, which research shows increases loyalty more than delighting customers.
How is CES different from NPS and CSAT?
NPS measures loyalty and likelihood to recommend, CSAT measures satisfaction with a specific interaction, while CES specifically measures the effort required. CES is the best predictor of future behavior - customers who have low-effort experiences are 94% more likely to repurchase.
When should I use a CES survey?
Use CES immediately after support interactions, self-service experiences, onboarding processes, or any touchpoint where customers need to accomplish something. The timing is crucial - send it within 24 hours of the interaction while the experience is fresh.
What's a good CES score?
Scores of 5-7 indicate low effort and are considered good. The industry average is around 5.5. Focus on reducing scores below 4, as these indicate friction points that can lead to churn. Track your score over time and benchmark against your industry.
How do I calculate the CES score?
Calculate the average of all responses. Alternatively, calculate the percentage of customers scoring 5-7 (low effort) minus those scoring 1-3 (high effort) for a net score. Both methods are valid and help track improvement over time.