Free Customer Success Tool - Survey Metric: Customer Satisfaction Score (CSAT)

How CSAT Works

1. Survey Question

Customers are asked a straightforward question, such as:

• “How satisfied were you with your experience?”

2. Response Scale

Responses are typically measured on a scale, such as:

• 1–3 or 1–5 (Very Dissatisfied to Very Satisfied)
• 1–10 (Extremely Dissatisfied to Extremely Satisfied)

Other options: Very Satisfied, Satisfied, Neutral, Dissatisfied, Very Dissatisfied.

3. CSAT Calculation

CSAT is expressed as a percentage:

CSAT = (Number of Satisfied Responses ÷ Total Responses) × 100

Why CSAT Matters

1. Customer Experience Insight

• CSAT provides a clear snapshot of how customers feel about specific touchpoints or interactions.

2. Predicting Retention

• Satisfied customers are more likely to remain loyal, renew subscriptions, or make repeat purchases.

3. Actionable Feedback

• CSAT identifies areas where customer experience is strong and where it needs improvement.

4. Simplicity

• The straightforward nature of CSAT makes it easy for customers to respond and for businesses to analyze.

CSAT Best Practices

1. Be Specific

• Use CSAT surveys for targeted interactions, such as post-purchase, after a support ticket is resolved, or at the end of onboarding.

2. Keep Surveys Short

• Limit to 1–2 questions to increase response rates.

3. Close the Loop

• Follow up on low scores with personalized outreach to address concerns.

4. Track Over Time

• Monitor trends to assess the impact of changes in your product or service.

5. Segment Results

• Analyze CSAT by customer type, region, or product to identify patterns.

CSAT Benchmarks

• SaaS: 75%–85%
• Retail: 80%–90%
• Healthcare: 85%+
• High CSAT: Above 80% indicates strong customer satisfaction.
• Low CSAT: Below 60% suggests significant issues that need immediate attention.

CSAT vs. Other Metrics

CSAT vs. NPS (Net Promoter Score)

• CSAT measures satisfaction with a specific interaction or moment.
• NPS measures overall loyalty and likelihood to recommend.

CSAT vs. CES (Customer Effort Score)

• CSAT gauges happiness, while CES focuses on how easy it was for customers to achieve their goal.

How to Improve CSAT

1. Enhance Support Quality

• Train support teams to resolve issues quickly and empathetically.

2. Streamline Processes

• Remove friction in the customer journey to improve their overall experience.

3. Use Feedback Proactively

• Act on feedback from dissatisfied customers to address recurring issues.

4. Personalize Experiences

• Tailor interactions and recommendations to individual customer needs.

Tools to Measure CSAT

• Survey Platforms: SurveyMonkey, Typeform, Qualtrics.
• Customer Support Tools: Zendesk, Intercom, Freshdesk.
• CRM Systems: Salesforce, HubSpot, Gainsight.

Conclusion

CSAT is an essential metric for understanding and improving specific aspects of the customer experience. By measuring satisfaction, identifying pain points, and acting on feedback, you can build stronger relationships and drive long-term customer loyalty.