Customers rate their agreement with a statement like “Company XYZ made it easy for me to resolve my issue.” The rating scale associated with the CES question ranges from Strongly Agree to Strongly Disagree on a seven-point scale.
To calculate performance, either take the average of the scores received or the percentage that scored five or above. You can read more about CES in this article.
The COPC Perspective
Over the past 20+ years, I have collaborated with clients to enhance their customer experience. Many clients use multiple metrics to measure customer satisfaction. Comparing these metrics, I consistently observe a strong correlation among all three.
CSAT vs. CES
The chart on the right shows the relationship between CES and CSAT. The height of the bars represents the percentage of satisfied customers, and the categories (X-axis) show the response to the CES question. The graph shows a strong relationship between how customers score. The sample size was 2379 customers.
Promoters are likely satisfied customers. Promoters will likely agree that the organization quickly resolved their issue. In the same way, very dissatisfied customers are likely to disagree the organization made it easy to resolve their issues. Those dissatisfied customers are likely to be detractors.
While any of these metrics can be suitable for most organizations, I prefer CSAT. It is more widely recognized by customers and applicable across various industries. Consider if you would genuinely “recommend” a government department to your friends and family. Instead of having long discussions about the right metric, organizations should invest their time and effort in root cause analysis and improvement efforts.
These changes are complex; they take time, research and stakeholder engagement; however, it is where the real opportunities are. By implementing the measurements and approaches effectively, the data should provide insights into the opportunities that will drive the most significant improvements.
Therefore, the next time someone questions whether NPS would be more suitable for your organization than CSAT, redirect their attention to improvement opportunities. Simply changing the metric will not lead to improved performance!
— Alex Boland | Director of ANZ Operations at COPC Inc.