Customer Effort Score · UAE & GCC

Make it easy to do business with you

Measure Customer Effort Score after bookings, payments, applications and support requests. Find the journeys that frustrate customers and fix them — and use the free CES calculator to check your score.

Start measuring CES → ▶ View interactive demo
  • Free CES calculator
  • 7-point & 5-point scales
  • CES by journey step
  • Friction alerts
CES calculatorCustomer Effort Score on a 7-point scale
Free tool
Your CES80%Low effortof customers found it easy

CES = customers who agree the task was easy (5–7) ÷ total responses × 100.

  • Post-task CES
  • Support effort
  • Journey friction
  • High-effort alerts
  • Effort trends
Why Zapio Survey for CES

Everything you need to reduce customer effort

Find friction in your journeys and measure the impact of every improvement.

After every key task

Trigger CES surveys after bookings, payments, applications and resolved tickets.

Effort by journey step

See which steps in a journey create the most friction.

Every channel

Measure effort on your website, in your app, by email and at physical locations.

Reasons for high effort

Ask a short follow-up to learn exactly what made a task difficult.

High-effort alerts

Flag difficult experiences so teams can step in quickly.

Before-and-after tracking

Measure whether process and product changes really make life easier.

How it works

Run your CES programme in four steps

Measure effort where it matters and remove friction step by step.

01 · CREATE

Build your CES survey

Choose a template, add your branding and languages.

02 · SEND

Choose the moment

Share by website, email, QR code, app or in-product.

03 · MEASURE

Track the score

See results by channel, branch and journey in real time.

04 · ACT

Close the loop

Alert teams to low scores and follow up quickly.

Use cases in the UAE

CES surveys for every industry

See how UAE and GCC businesses use Customer Effort Score.

CES for banking & fintech

Measure effort for account opening, transfers, applications and service requests.

Onboarding CESTransfer CES

CES for customer support

Ask how easy it was to resolve an issue after every chat, call or ticket.

Ticket CESFirst-contact effort

CES for service centres

Measure how easy it is to complete government and public service transactions.

Service CESDigital service CES

CES for e-commerce

Find friction in search, checkout, payment and returns.

Checkout CESReturns CES

CES for healthcare

Measure ease of booking, check-in and accessing patient services.

Booking CESCheck-in CES

CES for SaaS products

Measure how easy onboarding and key workflows feel inside your product.

Onboarding CESWorkflow CES
CES guide

What is Customer Effort Score (CES)?

Customer Effort Score (CES) measures how easy it was for a customer to complete a task, such as booking an appointment, making a payment or resolving an issue. A common question is: “The company made it easy for me to handle my issue.”

Customers usually answer on a 7-point scale from “strongly disagree” to “strongly agree”. A simple way to report CES is the percentage of customers who agree (scores 5–7). For example, 160 out of 200 agreeing gives a CES of 80%. Some teams also report the average score.

Research and experience show that reducing effort is a strong driver of loyalty. With Zapio Survey you can measure CES by journey, channel and branch and prove the impact of every improvement.

  • Finds frictionPinpoints difficult steps in a journey.
  • Predicts loyaltyLow-effort experiences keep customers coming back.
  • Easy to act onClear, process-level improvements.

CES survey best practices

  1. 01

    Ask right after the task

    Send CES immediately after a booking, payment, application or resolved ticket.

  2. 02

    Use one consistent scale

    Pick a 7-point (or 5-point) scale and keep it consistent across journeys.

  3. 03

    Measure each key journey separately

    Report CES per journey so you can see exactly where effort is high.

  4. 04

    Ask what made it difficult

    A follow-up for low scores turns a number into a clear fix.

  5. 05

    Pair CES with CSAT or NPS

    Effort explains why satisfaction or loyalty changes.

  6. 06

    Re-measure after changes

    Track CES before and after process or product updates to prove impact.

Customer Effort Score (CES) measures how easy it was for a customer to complete a task or resolve an issue with your business.

On a 7-point agreement scale, a common method is the percentage of customers who agree (scores 5–7). Some teams also report the average score across all responses.

Higher is better. Benchmarks vary by industry and journey, so compare journeys with each other and track your own trend over time.

Use CES to measure specific tasks and processes, CSAT for satisfaction with an interaction and NPS for overall loyalty. Many businesses use all three together.

Start with high-volume or high-value tasks such as booking, checkout, payments, applications, onboarding and support requests.

Yes. High-effort responses can trigger alerts so the right team can help the customer and fix the underlying issue.

Yes. CES surveys can be shown in Arabic and English, with right-to-left layouts.

Yes. Enter how many customers found the task difficult, neutral or easy to see your CES instantly.

✦ CES surveys

Start making every journey easier

Measure Customer Effort Score across your key journeys and remove friction for your UAE and GCC customers.

  • Branded NPS, CSAT & CES surveys
  • Web, email, QR, app & in-product channels
  • Arabic & English ready, with UAE-based support

What happens next

  1. 1Tell us what you need
  2. 2Our team gets in touch
  3. 3Launch your first survey

Get started with Zapio Survey

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