What’s the difference between CSAT, NPS, and CES?
Customer Satisfaction Score (CSAT) measures satisfaction. Net Promoter Score (NPS) measures stated likelihood to recommend. Customer Effort Score (CES) measures how easy or difficult it was to complete a task. Pick the measure that answers the question your team is trying to resolve.
| Measure | Best suited to | Example question |
|---|---|---|
| CSAT | Satisfaction with an experience | How satisfied were you with your recent visit? |
| NPS | Willingness to recommend the business | How likely are you to recommend us to a friend or colleague? |
| CES | Friction in a specific task | How easy was it to get help with your request? |
How do you calculate each measure?
CSAT. On a five-point satisfaction scale, one common calculation is the percentage of valid ratings that are 4 or 5. If 42 out of 60 respondents gave one of those ratings, CSAT is 70%. State the scale and cutoff in the report.
NPS. On the 0–10 recommendation scale, subtract the percentage who rated 0–6 from the percentage who rated 9–10. Ratings of 7–8 count in the total number of valid answers. If 55% gave a 9 or 10 and 20% gave a 0–6, NPS is +35. Bain’s NPS methodology
CES. Define how you’ll summarize the ease ratings before collecting them. For example, report the percentage who chose “easy” or “very easy” on a five-point scale. Label the scale so readers know which direction represents less effort.
Which measure should a business start with?
Start with CSAT for a completed job or appointment. Add an effort question when you need to understand friction in booking, checkout, or support. Use a recommendation question in a relationship survey when customers can reasonably judge whether they’d recommend the business. Report each measure on its own scale.