NPS vs CSAT vs CES - What's the difference?

Updated: Jul 27

Have you ever heard some refer to their NPS, CSAT or CES score and not know WTF they are talking about?


Below, we explain the basics about each measurement. All three methodologies are used to understand how customers or employees feel about the interactions they are having with a business.


What is NPS?


NPS stands for net promoter score and it is a quantitative measure of customer loyalty.

It is an indication of how likely customers are to recommend the product or service to their friends and family.


This methodology is universally recognised and must be asked on a scale of 0-10.


What is the typical NPS question?


"On a scale of 0-10, how likely are you to recommend us to your friends / family?"


How is the NPS score calculated?


% of Promoters - % of Detractors, where Detractors are 0-6 and Promoters are 9-10.


The result can range from a score of -100 to +100.


What is CSAT?


CSAT stands for Customer Satisfaction and it is a quantitative measure of customer happiness. It is a survey tactic used to understand how happy (or satisfied) an individual has been with a specific experience.


The CSAT metric is a well-known metric but can be calculated in different ways.


What is the typical CSAT question?


"On a scale of 1-7, how satisfied were you with XXX?",

where 1 = Extremely Dissatisfied and 7 = Extremely Satisfied


How is the CSAT score calculated?


A satisfaction score is generally created using a "top two box" or "top three box" calculation.


In the example used above, a top two box approach would be:


(Extremely Satisfied & Satisfied) / Total Respondents = CSAT %


The result can range from a CSAT % of 0% to 100%.


What is CES?


CES stands for Customer Effort Score and it is a quantitative measure to assess how easy it is for customers to interact with your business.


The CES metric is not as widely used compared to NPS and CSAT but is equally as effective. It is generally harder to obtain universal benchmarks for this result.


What is the typical CES question?


There are two different types of effort questions that are quite popular:

  1. The company made it easy for me to handle my issue, where 1 = Strongly Disagree and 7 = Strongly Agree

  2. How easy was it to interact with [company name]?, where 1 = Extremely Hard and 7 = Extremely Easy

How is the CES score calculated?


A customer effort score can be calculated using an average, or a top-two box approach. To see larger variance, we'd recommend using a top-two box approach:


(Extremely Easy & Easy) / Total Respondents = CES %



Summary


These metrics all serve different purposes and it is extremely important to ensure your organisation is utilising the right metric at the right point & level of the customer journey.



Reach out using the button above if you would like to collaborate on the best Measurement approach for your business!


Cheers,

Ben the Bearded Man







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