Simulating Net Promoter Score (NPS) from Customer Satisfaction Scores (CSAT)

Translating your current Customer Satisfaction Score (CSAT) into a Net Promoter Score (NPS) is a common challenge faced by organisations as they transition to the more nuanced NPS metric. NPS offers a broader view of customer satisfaction and brand loyalty, which is why many companies are making the switch. However, if you're not ready to completely replace CSAT with NPS just yet, you can use CSAT data to get a preliminary indication of your NPS score. This article will guide you through the process and discuss the best methods for simulating NPS using your current CSAT scale.

Understanding CSAT and NPS

Customer Satisfaction Score (CSAT) is typically measured on a 1 to 5 or 1 to 10 scale, where:

1-3: Detractors (unhappy customers who may spread negative word of mouth) 4: Passives (satisfied but not loyal customers) 5: Promoters (happy customers who are likely to recommend your brand)

Net Promoter Score (NPS), on the other hand, is a single-score metric based on customer responses to the question, "How likely is it that you would recommend our brand to a friend or colleague?" Responses are also typically rated on a 0 to 10 scale, with:

0-6: Detractors 7-8: Passives 9-10: Promoters

The NPS formula is calculated as NPS (Number of Promoters - Number of Detractors) / Total number of responses * 100.

Converting CSAT Data to NPS

To simulate an NPS score using your current CSAT data, follow these steps:

Map your CSAT ratings to NPS categories: 1-3: Detractors 4: Passive 5: Promoter Count the number of Detractors, Passives, and Promoters in your CSAT data: Calculate the percentage of each group: Detractors % (Number of Detractors / Total number of responses) * 100 Passives % (Number of Passives / Total number of responses) * 100 Promoters % (Number of Promoters / Total number of responses) * 100 Use the following formula to estimate NPS: NPS Promoters % - Detractors %

Limitations and Considerations

While this method provides a rough estimate, it's important to note the following limitations:

The CSAT and NPS scales are not perfectly aligned. A 5 rating in CSAT does not equate to a 9-10 in NPS. NPS is best used for overall brand and relationship research, while CSAT can provide more detailed feedback about specific experiences or episodes. The NPS methodology emphasizes the importance of word-of-mouth recommendations, which may not be captured accurately by the CSAT scale.

To gain more accurate insights, consider the following recommendations:

Conduct surveys with both NPS and CSAT questions to get a more comprehensive view of customer satisfaction. Use the Phone Call Effort Score (CES) for specific instances, such as handling a customer claim, where the focus is on the ease and efficiency of the interaction. Monitor both metrics over time to gauge shifts in brand loyalty and customer experience.

Conclusion

While it's possible to simulate NPS using current CSAT data, keep in mind that this is an approximation. To get the most accurate and actionable insights, it's recommended to transition to NPS over time. By integrating both metrics in your customer feedback strategy, you can gain a deeper understanding of your customer base and improve your overall customer satisfaction and brand loyalty.