CSAT — Customer Satisfaction Score
CSAT measures how satisfied customers are with a specific product, feature, service, or interaction.
Usually the customer is asked:
“How satisfied were you with this experience?”
Common scale:
1 to 5
1 = very dissatisfied
5 = very satisfied
Example:
After using a new checkout feature, customers rate it 4.5 out of 5.
Teaching line:
CSAT tells us whether customers are happy with what was delivered.
NPS — Net Promoter Score
NPS measures customer loyalty and likelihood of recommendation.
Usually the customer is asked:
“How likely are you to recommend this product to a friend or colleague?”
Scale:
0 to 10
General interpretation:
| Score | Meaning |
|---|---|
| 9–10 | Promoters — very satisfied and likely to recommend |
| 7–8 | Passive — satisfied but not strongly loyal |
| 0–6 | Detractors — unhappy or unlikely to recommend |
Teaching line:
NPS tells us whether customers like the product enough to recommend it.
CES — Customer Effort Score
CES measures how easy or difficult it is for customers to complete a task.
Usually the customer is asked:
“How easy was it to complete this task?”
Example tasks:
- reset password,
- place an order,
- submit a support request,
- find a product,
- complete checkout.
Teaching line:
CES tells us how much effort the customer had to spend. Lower effort usually means a better user experience.
Simple comparison
| Metric | Main question | Measures |
|---|---|---|
| CSAT | Are customers satisfied? | Satisfaction |
| NPS | Would customers recommend us? | Loyalty/recommendation |
| CES | Was it easy for customers? | Ease of use / effort |
Easy example
For a campus food ordering app:
| Metric | Example question |
|---|---|
| CSAT | “How satisfied are you with the food ordering app?” |
| NPS | “Would you recommend this app to other students?” |
| CES | “How easy was it to place your order?” |
