What is CSAT and NPS and how do I measure them?

CSAT measures customer satisfaction while NPS measures longer-term loyalty. Track both with fully-customisable surveys across channels.

January 1, 2021
Cartoon of man pointing at customer reviews on a phone

There are two main types of customer feedback surveys: CSAT and NPS. Both are widely adopted by leading brands around the world, and work to garner how customers feel about you.

What is CSAT?

CSAT is fairly straightforward. It allows you to get a pulse on customer satisfaction at any one time, and gives you the insights (via follow-up questions) needed for service recovery when satisfaction dips below your KPIs or SLAs.

Typical CSAT opening question:

On a scale from 1 to 5, how satisfied were you with [company/interaction]?

What is Net Promoter Score (NPS)? 

NPS segments your customers into 3 groups: promoters (ratings of 9 or 10), passives (7-8), and detractors (6 and below), so you can tailor campaigns to grow or maintain the loyalty of each group.

NPS asks a simple question:

On a scale from 0 to 10, how likely are you to recommend [company] to a [friend]?

Should I use CSAT or NPS surveys?

If you want to measure customer satisfaction per interaction, choose CSAT. If you want to measure longer term brand loyalty, go with NPS. Alternatively, you can also use both, as many companies often do: CSAT to get targeted, product/service-related feedback, and NPS to keep a tab on the overall quality of the experience.

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