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CSAT measures how satisfied a customer was with a recent interaction. CES measures how easy it was to complete a task. NPS measures the customer’s broader likelihood of recommending your company, so use CSAT for service quality, CES for friction and NPS for relationship-level loyalty.
The three metrics answer different questions. A sensible programme uses the metric that matches the decision you need to make, rather than asking all three after every interaction.
Customer Satisfaction Score measures satisfaction with a specific product, service or interaction. A typical question is: “How satisfied were you with the service you received?”
On a five-point scale, many organisations calculate CSAT as the percentage of respondents selecting 4 or 5. For example, 80 positive responses from 100 replies produces an 80% CSAT score.
Qualtrics and SurveyMonkey describe CSAT as a transactional measure connected to a recent experience.
Customer Effort Score measures how easy or difficult it was to complete a task. Suitable questions include “How easy was it to resolve your issue today?” or “The company made it easy for me to handle my issue.”
CES works well for checkout, onboarding, help centres, returns, refunds and support resolution. There is no single standard CES scale or calculation. Organisations use different wording, scale directions and reporting methods, so publish the question, scale and calculation alongside the result.
Use CES when the operational question is whether customers encountered unnecessary friction.
Net Promoter Score measures relationship-level loyalty through the question: “How likely are you to recommend [company or product] to a friend or colleague?” Respondents answer from 0 to 10.
NPS equals the percentage of Promoters minus the percentage of Detractors, producing a result from −100 to +100. Use it periodically to track loyalty, advocacy and changes between customer segments. Add an open-text question if you need to understand the reason behind the score.
Qualtrics distinguishes NPS as a relationship measure, while CSAT focuses on interaction quality and CES on effort.
CSAT and CES are usually tied to a recent event. NPS is broader and does not explain which part of the customer journey caused the opinion. For a fuller picture, combine a relationship metric with a transactional metric, behavioural data and open-text feedback.
There is no universal good score for any of these measures. Compare your results with the same question, channel, customer segment and journey stage over time.
SurveyMonkey reports that a good CSAT score typically exceeds 80%, while its examples vary from approximately 80% for full-service restaurants to 64% for internet service providers. Survicate’s 2025 report, based on more than 1,000 CSAT surveys, gives a median CSAT of 80.0%. Treat 80% as a reference point rather than a pass-or-fail threshold.
Qualtrics XM Institute’s 2024 US consumer benchmark, published in 2025, reported industry averages ranging from 15.8 NPS for car rental to 34.3 for grocery. These figures cover the US and should not be presented as a Swedish or global benchmark. CES has no broadly comparable public benchmark because its wording, scale and calculation vary.
Prices below were checked on 8 September 2026. Prices can change with country, VAT and billing cycle.
| Tool | Free level | Paid price observed | Best for | Main limitation |
|---|---|---|---|---|
| SpaceForms | $0; unlimited responses claimed | Pro: $14/month or $144/year | AI-assisted customer feedback surveys | Newer and less established; fewer integrations than major platforms |
| Tally | Unlimited forms and submissions under fair-use rules | Pro: €20/month | Flexible free forms and integrations | More form-builder focused than CX analytics |
| Google Forms | Free personal edition | Workspace Business Standard: $12/user/month annually | Simple surveys and Google Sheets workflows | Basic CX analytics and branding |
| Microsoft Forms | Available with a Microsoft account | Standalone price not publicly stated | Microsoft 365 organisations | Less suited to advanced CX programmes |
| Typeform | 10 responses/month | From $39/month, or $28/month annually | Polished, conversational surveys | Free response limit is restrictive |
| SurveyMonkey | 10 questions; view limit of 25 responses per survey | From $39/month billed annually | Mature survey research workflows | Expensive for small teams |
| Jotform | 5 forms and 100 monthly responses | Bronze: $34/month billed annually | Forms, payments and signatures | Less focused on CX benchmarking |
| Qualtrics | Price not publicly stated | Contact sales | Enterprise CX and advanced analytics | Likely excessive for a simple survey |
SpaceForms is a practical starting point when you want free measurement and unlimited responses as stated by the provider. Its site also provides free NPS and CSAT calculators, and can generate a survey with AI from a description. It is newer than the larger platforms and has fewer integrations, so established alternatives may suit teams with complex workflows. You can review its approach to CSAT and CES in SpaceForms.
Tally is the strongest established alternative for unlimited free forms, conditional logic and integrations. Google Forms is the simplest choice for teams already working in Google Sheets. Choose Typeform when presentation matters more than response volume. Qualtrics is aimed at enterprise programmes, but its public pricing was not stated in the source reviewed.
This combines CSAT, CES and qualitative feedback after one interaction.
Use CES as the primary measure when reducing friction is the decision.
CSAT asks how satisfied someone was. CES asks how easy or difficult it was to complete a task.
Neither is universally better. CES suits friction and task completion; CSAT suits the quality of a recent interaction.
CSAT is usually transactional, while NPS measures broader loyalty and willingness to recommend.
SurveyMonkey cites above 80% as a typical reference, but sector and methodology affect the comparison.
There is no universal target. Compare NPS with your own historical results and relevant industry data.
No. Question wording, scale direction and calculation vary, so report them with the score.
SpaceForms is the best fit here for free CSAT, CES and NPS measurement. Tally is the stronger established alternative for flexible free forms.
