How it works
CES captures perceived effort in resolving an issue; the scale direction must be clear when interpreting results. Surveys help measure customer perceptions at particular points in a service journey. Results reflect the people who responded, not automatically the entire customer base.
Business example
After support, a company asks how easy it was to change a plan or find an answer.
What to consider
Agree on question wording, survey timing and sampling. Avoid treating small or biased response groups as representative of all customers.