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CSAT, CES and NPS compared
MEASURING
CUSTOMER SATISFACTION
MEASURING
CUSTOMER SATISFACTION
CSAT
NPS
CES
Customer Satisfaction Score
Net Promoter Score
Customer Effort Score
CSAT & NPS
TO GAUGE CUSTOMER SATISFACTION
Customer Satisfaction Score (CSAT)
Expression of satisfaction for a certain topi...
CSAT & NPS
TO GAUGE CUSTOMER SATISFACTION
Net Promoter ScoreSM (NPS)
Tool to measure satisfaction in one question
Indicati...
CES
TAKES A DIFFERENT ANGLE
Customer Effort Score (CES)
Amount of effort to put into a certain
interaction with the compan...
CES
TWO VERSIONS
CES
5-point scale
(1) low effort to (5) high effort
“How much effort did you personally have
to put forth...
CES
TWO VERSIONS
BUT
Inverted scale (1 is good / 5 is bad)
‘Effort’ not translatable into all languages
“How much effort d...
CES
TWO VERSIONS
CES 2.0
NEW AND IMPROVED
Disagreement / agreement rating question
Negative to positive (strongly disagree...
CSAT, CES & NPS
THE COMPARISON
CUSTOMER SATISFACTION
SCORE (CSAT)
CUSTOMER EFFORT SCORE (CES) NET PROMOTER SCORE (NPS)
Que...
CUSTOMER SATISFACTION
SCORE (CSAT)
CUSTOMER EFFORT SCORE (CES) NET PROMOTER SCORE (NPS)
Essential
thought
behind this
scor...
CUSTOMER SATISFACTION
SCORE (CSAT)
CUSTOMER EFFORT SCORE (CES) NET PROMOTER SCORE (NPS)
Applicability
CSAT is versatile
be...
NPS & CES
ARE COMPLIMENTARY MEASURES
NPS & CES correlate with each other
Less effort Higher NPS
“How much effort did you p...
CSAT, CES & NPS
USING THE MEASUREMENT IN PRACTICE
Combine these Customer Satisfaction Measurements
Experiment and find out...
ABOUT CHECKMARKET
CheckMarket is a company specialized
in enterprise survey solutions.
READ BLOG ARTICLE
CLICK TO
VISIT OU...
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Measuring Customer Satisfaction: CSAT, CES and NPS compared

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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…

Published in: Business

Measuring Customer Satisfaction: CSAT, CES and NPS compared

  1. 1. CSAT, CES and NPS compared MEASURING CUSTOMER SATISFACTION
  2. 2. MEASURING CUSTOMER SATISFACTION CSAT NPS CES Customer Satisfaction Score Net Promoter Score Customer Effort Score
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. ABOUT CHECKMARKET CheckMarket is a company specialized in enterprise survey solutions. READ BLOG ARTICLE CLICK TO VISIT OUR WEBSITE CLICK TO CHECK OUR SOCIAL MEDIA

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