While most businesses are keen to create improved products and services, taking into consideration your customers and their feedback is an essential part of the process. It doesn’t matter how revolutionary your product is or how groundbreaking your platform is — if it confuses your customers or leaves them feeling dissatisfied, they won’t stay customers for long.

By assessing and analyzing your customer satisfaction score (CSAT), you can get a better understanding of how your customers feel and use that information to improve your service and increase revenue.

This article will allow you to better understand what is CSAT, how to measure customer satisfaction, and why it’s so important.

What is CSAT?

When people talk about customer satisfaction, they’re generally referring to how happy a customer is following their interaction with a company. Customer satisfaction score (CSAT) is an objective measurement of that feeling, a customer service metric that allows businesses to put a figure on the happiness of their customers.

CSAT could be used to measure satisfaction with a particular product, a specific touchpoint, or any other interaction between the customer and your business. This makes it one of the most powerful and versatile customer satisfaction metrics you can track.

How to measure customer satisfaction (CSAT)

The first step in measuring your CSAT customer satisfaction is to survey your customers and ask them one simple question: “How satisfied were you with ______?”

For example, if you wanted to measure how satisfied customers are with your latest product, the question might be “How satisfied were you with your {product name)?” If you were more interested in the effectiveness of your customer support teams, you could ask “How satisfied were you with the support you received today?”

The customer is then given a scale on which they can rate their level of satisfaction, such as a scale of 1-3, 1-5, or 1-10.

The CSAT Customer Satisfaction score can then be calculated by counting up all the positive responses, then dividing them by the total number of responses. Multiply the result by 100 and you have your CSAT score, expressed as a percentage.

CSAT = (Positive responses ÷ Total responses) x 100
Customer satisfaction score (CSAT) formula

So, if you were using a scale of 1-5, you’d count everyone who rated their level of satisfaction as a 4 or a 5 as a positive response. If out of 200 total responses, you had 150 positive responses, then your CSAT would be 75%

Why measure CSAT?

Along with Net Promoter Score (NPS), CSAT is one of the most popular customer satisfaction metrics, and for good reason. While NPS is a great way of measuring customer loyalty and the likelihood of referrals, CSAT gives you a quick snapshot of customer satisfaction at a particular point in time.

Not only does CSAT allow you to quantify your customer satisfaction, but it’s also easy to implement. Because it’s based on the answer to one question, customers are more likely to respond than they would to a long survey.


The simple nature of CSAT means it can easily be used at multiple stages in the customer journey, giving you a better understanding of how satisfaction changes over time and quickly identifying any pain points. In turn, this means you can act quickly to resolve any potential issues, leading to higher customer retention. After all, the more satisfied a customer is, the less likely they are to churn.

What is a good customer satisfaction score?

Once you’ve measured your customer satisfaction score, you’ll likely want to know how it compares with others. Obviously, the higher the score the better, but scores vary between industries.

According to the latest figures from the American Customer Satisfaction Index, benchmarks range from as low as 65% for subscription television services and internet service providers to as high as 81% for breweries.

While it’s worth seeing how your score compares with others in the same industry, the real value is seeing how your CSAT customer satisfaction changes over time and for different interactions. Rather than getting caught up in what others are doing, you should use your CSAT as your own personal benchmark and see how changes you make affect that score.

Tips for improving CSAT

CSAT, CSAT score

Remember that there is a limit to what you can tell from your CSAT score. It’s up to you to do some detective work and assess why you’re getting that result. For example, if the CSAT scores taken after customer support team interactions are low, take a look at other customer service metrics, such as First Call Resolution (FCR) and Average Handle Time (AHT) for clues.

If you’re still struggling to pinpoint the cause of a low CSAT score, it might be that you’re asking the question at the wrong time. The simplicity of CSAT means it’s easy to add it to any point in the customer journey, whether that’s through a website survey, an email signature, or sharing a link in your onsite chat. The more you can narrow down where customer satisfaction falls, the more likely you’ll be able to identify the cause.

Low CSAT scores may also be the result of unintentionally confusing the customer. For instance, a customer might be unsure where exactly their levels of satisfaction fall on a scale of 1-10. Satisfaction can be subjective, and the way customers rate an experience can vary depending on multiple factors, such as their age, sex, education, location, etc. In many cases, it’s simpler for the customer to share feedback when all they have to do is pick one of three emojis that describe their reaction (😟😐😀) or give a 1-5 star rating (★★★★☆).

Of course, the best way to improve your CSAT score is to make your customers happy, with a great product and outstanding service. This means engaging with your customers to find out what’s important to them and the reasons behind the score. SnapCall allows you to easily communicate with your customers, using voice and video communication to help them resolve any issues as quickly as possible and to their satisfaction.

Conclusion

If your customers aren’t happy with your service, it won’t be long before they switch to a competitor. Tracking and analyzing your customer satisfaction score (CSAT) means you can measure satisfaction for different interactions, identifying potential pain points and finding solutions that keep your customers happy.

By asking the question at the right time, making it as simple as possible, and regularly communicating with your customers, you can get a better understanding of your customers and increase their satisfaction.


Looking for more ways to measure and improve your customer satisfaction metrics? SnapCall allows you to resolve customer issues faster using voice chat, video calls and screen sharing. Book a demo today.