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Measuring effort and trust

Customer effort and trust are two metrics regularly used in modern businesses and are measured UK-wide by the Institute of Customer Service.


We want to make it as easy as possible for our customers to request and use our services, so we measure how customers feel about this using the effort score.

Customer Effort Score (CES) is a metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased/returned or a question answered. The lower the score, the better.

To give you an idea of how our scores compare with other organisations, Aldi and Lidl customers gave an effort score of 4.4 and 4.3 respectively last year.


As a landlord we know that our services are important to our customers and we want them to feel that they can rely on us when they need us. So, we measure this using the trust score. The higher the score, the better.

The average trust score for a housing association is 6.7. Although we’re pleased to be exceeding this we have high expectations of ourselves in this area and have set ambitious targets.

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