Measure experience

NPS vs CSAT vs CES: which to use?

You understand the role of each metric, see an honest comparison, and know which question to ask at each touchpoint.

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Direct answer

What is the difference between NPS, CSAT, and CES?

NPS measures likelihood to recommend on a 0–10 scale and summarizes the strength of the relationship with your brand. CSAT measures satisfaction with a specific experience, usually on a 1–5 scale, right after the interaction. CES measures how much effort the customer spent to get something resolved, a concept born in a 2010 Harvard Business Review article. Use NPS to track the relationship, CSAT to evaluate journey steps, and CES for service and support.

The three metrics across one journey

An online store asks CSAT after delivery (satisfaction with the order), CES after a support contact (how easy it was to resolve), and NPS quarterly to the active base (likelihood to recommend). Each answer feeds a different decision.

Practical lab

Understand it in a few minutes

  1. 01

    NPS measures relationship strength; CSAT, satisfaction with an interaction; CES, effort to resolve.

  2. 02

    All three can coexist: what changes is the journey moment and the decision each one supports.

  3. 03

    A metric without an open question explains little; the cause usually lives in the comment.

How we reached this result

Definitions follow Bain material (NPS), the ISO 10004 standard (customer satisfaction), and the Harvard Business Review article that originated CES. No metric is superior: each answers a different question.

What this calculation does not show

The comparison covers purposes, not performance. Choosing a metric does not replace survey design: sample, timing, and an open question still decide quality.

NPS and Net Promoter Score are registered trademarks of Bain & Company, Fred Reichheld, and Satmetrix Systems.

Direct answer

Frequently asked questions

Can I use NPS, CSAT, and CES at the same time?

Yes, as long as they sit at different journey moments and do not overload the customer. One metric per touchpoint, paired with one open question, is usually enough.

On a tight budget, which metric should I prioritize?

Start from the decision you need to make. To track relationship health, NPS; to improve a specific step, CSAT; to reduce friction in support, CES.

What exactly is CES?

The Customer Effort Score asks how much effort the customer spent to resolve their request. It was born in the article Stop Trying to Delight Your Customers (HBR, 2010), which links low effort to loyalty.

Does a high CSAT guarantee a high NPS?

No. Well-rated interactions often coexist with a weak relationship: price, brand, and competition weigh on NPS and never show up in a single step’s CSAT.

Methodology

Sources, assumptions, and review

The references support the definitions and assumptions. The formula used is shown on this page and covered by automated tests.

Content and methodology maintained by the NPSLab team. Reviewed on .

Primary sources

Tools and learning
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