CSAT, CES and NPS compared

MEASURING CUSTOMER SATISFACTION

MEASURING CUSTOMER SATISFACTION

CSAT

NPS

CES

Customer Satisfaction ScoreNet Promoter ScoreCustomer Effort Score

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)?”

CSAT & NPSTO 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.

CESTAKES A DIFFERENT ANGLE

Customer Effort Score (CES)

Amount of effort to put into a certain interaction with the company

“Service organizations create loyal customersprimarily by reducing customer effort”

CESTWO 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?”

CESTWO 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?”

CESTWO 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”

CSAT, CES & NPSTHE 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

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 & NPSTHE COMPARISON

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 & NPSTHE COMPARISON

NPS & CESARE 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?”

CSAT, CES & NPSUSING 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!

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