Customer Effort Score is a metric that measures how much effort a customer had to spend to get something done with your company. It is usually asked right after a specific interaction.<\/p>\n\n\n
![\"Customer](\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/01\/Customer_Effort_Score_Example.png\")
<\/figure><\/div>\n\n\nCommon CES triggers include:<\/p>\n\n\n\n
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- A support call or chat that just closed.<\/li>\n\n\n\n
- A product return or refund request.<\/li>\n\n\n\n
- A self-service task, like resetting a password.<\/li>\n<\/ul>\n\n\n\n
The classic CES question reads something like “How easy was it to resolve your issue today?” Customers respond on a scale. Most programs use 1 to 5 or 1 to 7, running from “very difficult” to “very easy.” A low score signals friction. A high score signals a smooth interaction.<\/p>\n\n\n\n
CES grew out of Customer Effort Score<\/a> research by the Corporate Executive Board, later acquired by Gartner. Their team studied more than 75,000 customer interactions. Effort, not satisfaction, turned out to be the strongest predictor of whether a customer would stay loyal. That single insight reshaped customer service strategy: stop chasing delight, start removing friction.<\/p>\n\n\n\n
What is Net Promoter Score (NPS)?<\/strong><\/h2>\n\n\n\n
Net Promoter Score is a single-question metric. It measures how likely a customer is to recommend your company to a friend or colleague, scored from 0 to 10. Unlike CES, which looks at one interaction, NPS<\/a> reflects a customer’s overall relationship with your brand.<\/p>\n\n\n
\n![\"Net](\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2018\/01\/8-NPS-formula-3.jpg\")
<\/figure><\/div>\n\n\nBain & Company created the methodology in 2003. It sorts respondents into three groups.<\/p>\n\n\n\n
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- Promoters<\/strong> score 9 or 10. They are loyal, likely to buy again, and likely to refer others.<\/li>\n\n\n\n
- Passives<\/strong> score 7 or 8. They are satisfied but not enthusiastic, and they will switch if a better offer appears.<\/li>\n\n\n\n
- Detractors<\/strong> score 0 to 6. They are at risk of churning and may actively discourage others from buying.<\/li>\n<\/ul>\n\n\n\n
Your NPS is the percentage of promoters minus the percentage of detractors, giving you a single number between -100 and 100. A positive score is generally considered good, above 50 is strong, and above 70 is rare even among top-performing brands.<\/p>\n\n\n\n
CES, NPS, and CSAT: How the three metrics differ<\/strong><\/h2>\n\n\n\n
Teams often lump CES in with Customer Satisfaction Score (CSAT), a metric that asks how satisfied a customer felt with one interaction or purchase. The three metrics look similar on a dashboard, but they answer different questions and belong at different points in the customer journey.<\/p>\n\n\n\n
\n - Passives<\/strong> score 7 or 8. They are satisfied but not enthusiastic, and they will switch if a better offer appears.<\/li>\n\n\n\n
- Promoters<\/strong> score 9 or 10. They are loyal, likely to buy again, and likely to refer others.<\/li>\n\n\n\n