Frequently Asked Questions

Customer Satisfaction Score (CSAT) measures how satisfied customers feel after a specific interaction, evaluating service quality and immediate support performance. Customer Effort Score (CES), in contrast, measures how easy it was for customers to accomplish their objective, identifying friction within customer journeys. Although CES offers stronger insight into process efficiency, it does not fully capture emotional engagement or overall brand perception. Leading D2C organizations therefore use both metrics together, creating a more comprehensive understanding of customer experience performance and future loyalty.