In market research we love acronyms almost as much as the IT world does. Here we will present you three of them: Customer Satisfaction Score (CSAT), Customer Effort Score (CES) and Net Promoter Score (NPS). All three of them are used to measure customer satisfaction. So what do they do? And how do they differ? Can they be used in conjunction? Watch and find out…

1. CSAT, CES and NPS compared
MEASURING
CUSTOMER SATISFACTION

2. MEASURING
CUSTOMER SATISFACTION
CSAT
NPS
CES
Customer Satisfaction Score
Net Promoter Score
Customer Effort Score

3. CSAT & NPS
TO GAUGE CUSTOMER SATISFACTION
Customer Satisfaction Score (CSAT)
Expression of satisfaction for a certain topic
Score from 1-5
”How would you rate your experience with your …
(e.g. recent support requirement)?”

4. CSAT & NPS
TO GAUGE CUSTOMER SATISFACTION
Net Promoter ScoreSM (NPS)
Tool to measure satisfaction in one question
Indication of growth potential of your
company or product
” How likely are you to recommend
company/brand/product X to a friend/colleague/relative?”
Net Promoter and NPS are registered service marks, and Net Promoter Score and Net Promoter System
are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

5. CES
TAKES A DIFFERENT ANGLE
Customer Effort Score (CES)
Amount of effort to put into a certain
interaction with the company
“Service organizations create loyal customers
primarily by reducing customer effort”

6. CES
TWO VERSIONS
CES
5-point scale
(1) low effort to (5) high effort
“How much effort did you personally have
to put forth to handle your request?”

7. CES
TWO VERSIONS
BUT
Inverted scale (1 is good / 5 is bad)
‘Effort’ not translatable into all languages
“How much effort did you personally have
to put forth to handle your request?”

8. CES
TWO VERSIONS
CES 2.0
NEW AND IMPROVED
Disagreement / agreement rating question
Negative to positive (strongly disagree –
strongly agree)
“The organization made it easy for me
to handle my issue”

9. CSAT, CES & NPS
THE COMPARISON
CUSTOMER SATISFACTION
SCORE (CSAT)
CUSTOMER EFFORT SCORE (CES) NET PROMOTER SCORE (NPS)
Question How would you rate your
experience with your … (e.g.
recent support
requirement)?
The organization made it
easy for me to handle my
issue
On a scale of 0-10 how likely
would it be for you to
recommend [company
name] to a friend or
colleague?
Scale Very unsatisfied /
unsatisfied / Neutral /
Satisfied / Very satisfied
Strongly disagree/ Disagree/
Somewhat disagree/ Neutral/
Somewhat agree/ Agree/
Strongly agree
Scale from 0-10

10. CUSTOMER SATISFACTION
SCORE (CSAT)
CUSTOMER EFFORT SCORE (CES) NET PROMOTER SCORE (NPS)
Essential
thought
behind this
score
“Service organizations create
loyal customers primarily by
reducing customer effort – i.e.
helping them solve their problems
quickly and easily – not by
delighting them in service
interactions.”
Customers are more likely to
share negative experiences than
positive ones. By monitoring your
detractors and getting them back
on board of passives or
promoters, you can enhance your
NPS score.
Method of
measurement
CSAT score is the sum of
respondents that answered
somewhat or very satisfied.
Obviously, the higher the
number the higher your
customer satisfaction will
be.
After aggregating the replies, a
high average indicates that your
company is making things easy
for your customers.
A very low number means that
customers are putting in too
much effort to interact with your
company.
The Net Promoter Score = % of
promoters (respondents that gave
a 9-10) – % of detractors
(respondents that gave a 0-6)
CSAT, CES & NPS
THE COMPARISON

11. CUSTOMER SATISFACTION
SCORE (CSAT)
CUSTOMER EFFORT SCORE (CES) NET PROMOTER SCORE (NPS)
Applicability
CSAT is versatile
because it allows you to
ask customers a variety
of questions
Easy to pin-point actionable
service improvement areas
Able to measure the
customer’s opinion across
channels, contact moments
and experiences
Limitations
Focusses on specific
interaction (support event
or product) and not on
wider relationship with
the company
• Measurement is limited to
service
• CES can address
obstacles for customer
service, but doesn’t delve
into why customers have
any issues in the first
place or what those
obstacles may be
• As the question is generic
it is not easy to pin-point
actionable improvement
areas unless you use an
open follow-up question
• There is no proof your
promoters actually will
recommend you in real
life
CSAT, CES & NPS
THE COMPARISON

12. NPS & CES
ARE COMPLIMENTARY MEASURES
NPS & CES correlate with each other
Less effort Higher NPS
“How much effort did you personally have
to put forth to handle your request?”

13. CSAT, CES & NPS
USING THE MEASUREMENT IN PRACTICE
Combine these Customer Satisfaction Measurements
Experiment and find out which ones are the most effective
Transform results into actionable points to work on
Increase Customer Satisfaction!

14. ABOUT CHECKMARKET
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in enterprise survey solutions.
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