Customer Satisfaction – CSAT

Working to improve customer experience? Customer Satisfaction Score, or CSAT, is one of the most common metrics used to measure CX.

CSAT: Understanding the Customer Satisfaction Score

CSAT is used to measure how happy a customer is with a specific company, product, or service. To measure CSAT, businesses directly ask customers to rate their satisfaction on a 1 to 5 scale.

CSAT may be used to measure a specific interaction, such as a recent purchase or other transaction. CSAT may also be used to measure an overall experience, such as a new client’s satisfaction with their experience with your company over the past six months.

Building Effective CSAT Questions

Wondering how to create effective CSAT questions? We’ve taken out the guesswork by adding CSAT as a metric question in your SogoCX account!

Add a CSAT question by dragging and dropping it from the question menu on the left. Text for the CSAT question is automatically generated. We strongly recommend that you use the default text. The only change you should make is to insert the name of your brand, company, or service.

Answer choices are graded on a 1 to 5 scale, where 1 represents Very Dissatisfied and 5 represents Very Satisfied. The scale for a CSAT question cannot be changed. However, if needed, you can reverse the scale as 5 to 1.

Analyzing CSAT Responses: Satisfied, Neutral, and Dissatisfied Customers

Your respondents will be grouped into the following categories:

• • Satisfied: Customers who provide responses from 4 to 5. These respondents are satisfied with your product/brand/service/interaction, will recommend you to their network, and will continue to buy from you.
  • Neutral: Customers who choose 3. These are unenthusiastic customers. They may defect to competitors if they see any available benefits.
  • Dissatisfied: Customers who pick 1 or 2. These are customers who feel that a product or service was not provided as expected.

CSAT Score Calculation and Interpretation

To calculate the CSAT score, the percentage of satisfied customers (those who chose 4 or 5) is divided by the total number of survey responses received.

CSAT = (Number of Satisfied Customers [4 and 5]/Number of Survey Responses)%

The Customer Satisfaction Score can range between 0% (Very Unsatisfied) to 100% (all Satisfied). While this might not exactly match up to an academic gradebook, the 100% target makes interpreting CSAT results pretty straightforward.

CSAT Score Analysis

• CSAT scores greater than 80%, shown in green, are considered excellent.
• CSAT scores from 40 – 80%, shown in orange, are considered neutral.
• CSAT scores from 0 – 40%, shown in red, indicate that the majority of customers are dissatisfied.

Your CSAT Questions Answered: FAQ

What is a good CSAT score?

A CSAT score above 80% is generally considered excellent, while scores between 40-80% are neutral, and scores below 40% indicate significant customer dissatisfaction.

What is the difference between CSAT and NPS (Net Promoter Score)?

CSAT measures customer satisfaction with a specific interaction or experience, while NPS measures overall customer loyalty and their likelihood to recommend your brand to others. CSAT uses a 1-5 scale, while NPS uses a 0-10 scale. Both are valuable metrics, but CSAT provides more granular feedback on specific touchpoints, while NPS offers a broader view of customer sentiment.

How often should I measure CSAT?

It’s recommended to measure CSAT after key customer interactions, such as after a purchase or service call, to gain timely insights into customer satisfaction.

How can I improve my CSAT score?

• Focus on delivering exceptional customer experiences at every touchpoint.
• Actively seek and address customer feedback through surveys and other channels.
• Empower your employees to provide excellent customer service.
• Set clear expectations and communicate effectively with customers.
• Go the extra mile to surprise and delight your customers.

Can I customize the CSAT question in Sogolytics?

Yes, while we recommend using the default text, you can insert your brand, company, or service name into the CSAT question for better relevance.

What are some best practices for creating CSAT surveys?

Keep surveys short and focused on the specific interaction being evaluated. Remember that while understanding customer satisfaction score is important, simply asking a lot more questions doesn’t always help. Utilize Key Driver questions to help with interpreting CSAT results in terms of actionable next steps, and consider a single open-ended question to ensure you hear from customers in their own words.

Within this question type, the following options are available:

• Mandatory Response: Require participants to respond to a critical question.
• Encouraged Response: Nudge participants who skip a question to reconsider by displaying a customized request message.
• Data Population: Pre-fill answer(s) during distribution or complete post-participation.
• Question Hint: Add extra information that can help provide clarification for participants.
• Show scale in reverse order.
• Display Format: Set display format as smileys or smiley sliders.
• Customize Style: Choose from a list of smiley scale types.