AWS shares best practices for building a Customer Effort Score (CES) system

AWS details best practices for implementing a Customer Effort Score (CES) system using Amazon Connect. The guide explains how to capture explicit effort via post-contact surveys and detect implicit effort signals from Contact Trace Records (CTRs) using Amazon Athena. This approach helps predict customer loyalty and churn more accurately than traditional CSAT metrics, enabling organizations to proactively address high-effort customer interactions. It also covers operationalizing CES through effort-aware routing, real-time alerting, and proactive customer outreach.