Summary (TL;DR): NPS and CSAT are the two most common customer feedback metrics, but they measure different things. NPS predicts long-term loyalty and referral likelihood. CSAT measures satisfaction with a specific interaction. This guide explains when to use each, how to calculate both, and how they complement each other.
NPS and CSAT are the two metrics every customer-focused business tracks, but most companies use them interchangeably or pick one without understanding what each actually measures. They answer different questions, and using the wrong one in the wrong context gives you misleading data.
This guide breaks down exactly when to use each, how they complement each other, and how to calculate both with free tools.
What NPS measures (and what it doesn't)
Net Promoter Score measures customer loyalty and referral likelihood. It asks one question: "How likely are you to recommend us to a friend or colleague?" on a 0-10 scale.
Responses are grouped into three categories:
- Promoters (9-10): Loyal customers who will refer others
- Passives (7-8): Satisfied but not enthusiastic; vulnerable to competitors
- Detractors (0-6): Unhappy customers who can damage your brand
NPS = % Promoters - % Detractors
NPS is a lagging indicator of relationship health. It tells you how customers feel about your brand overall, not about any specific interaction. Calculate yours with our free NPS calculator.
What CSAT measures (and what it doesn't)
Customer Satisfaction Score measures how satisfied a customer is with a specific interaction or experience. It typically asks: "How satisfied were you with [interaction]?" on a 1-5 scale.
CSAT = (Number of satisfied responses [4-5] / Total responses) x 100
CSAT is a leading indicator of specific touchpoint quality. It tells you exactly where problems are occurring: a low CSAT after a support ticket points to support quality, while a low CSAT after purchase points to checkout friction.
Calculate yours with our free CSAT calculator.
When to use NPS vs CSAT
| Scenario | Use NPS | Use CSAT |
|---|---|---|
| Quarterly customer health check | Yes | No |
| After a support ticket | No | Yes |
| After purchase/onboarding | No | Yes |
| Predicting churn risk | Yes | Partial |
| Identifying specific pain points | No | Yes |
| Benchmarking against competitors | Yes | No |
| Measuring product launch reception | No | Yes |
For more on collecting and using customer feedback effectively, see our guide on collecting customer feedback.
How to act on the scores
When NPS drops
A declining NPS means your overall relationship with customers is deteriorating. Look at the open-ended feedback from detractors to identify systemic issues. Common causes: product quality decline, pricing changes, competitor improvements, or accumulated small frustrations.
When CSAT drops on a specific touchpoint
A CSAT drop on a specific interaction means that particular experience needs attention. If post-purchase CSAT drops, investigate checkout changes, shipping speed, or packaging quality. If support CSAT drops, review response times, resolution rates, and agent training.
Track your overall reputation with our free reputation score checker, and measure the revenue impact of your social proof with the social proof ROI calculator.
Display your scores to build trust
High NPS and CSAT scores aren't just internal metrics. They're powerful social proof. Display them on your website to build trust with potential customers.
- Show your NPS score on your homepage or pricing page
- Display CSAT ratings on product pages and near checkout
- Turn your best feedback into testimonials
Use a testimonials widget to showcase real customer feedback alongside your scores. For more on leveraging social proof for conversions, read our guide on social proof in marketing.
Start measuring both today
The best approach for most businesses:
- Send NPS quarterly to your full customer base to track overall loyalty trends
- Trigger CSAT surveys after key interactions: purchase, support ticket closure, onboarding completion
- Review both monthly and correlate: are low CSAT touchpoints causing NPS decline?
- Act on detractor feedback within 48 hours to prevent churn
For a deeper dive into retention metrics, see our guide on customer retention metrics that matter.
Sergei Davidov
