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Customer Satisfaction Score, or CSAT, is a metric used by organizations to gauge levels of customer satisfaction and loyalty. It does so by asking customers to rate their satisfaction levels regarding certain interactions or regarding their overall satisfaction with the organization, considering their end-to-end customer journey.
Studies show that one in three customers would leave a brand they love after just one bad experience. CSAT allows you to measure customer satisfaction levels at different touchpoints helping you identify and address pain points proactively so as to improve customer service and minimise customer churn.
In order to measure your CSAT score, you must conduct a CSAT survey. CSAT surveys usually take the form of single question surveys where respondents are asked a variation of the following question:
“Overall, how satisfied were you with your experience today?”
This question is usually followed by a five-point Likert scale, from very unsatisfied to very satisfied, or by a ten-point numeric scale. Each scale has its own set of advantages. A ten-point scale allows for more variation while a five-point scale is more easily understood by respondents.
Although CSAT surveys often take the form of single question surveys, it is useful to add additional questions in your survey that allow you to collect feedback on why customers rated you the way they did. Such a question should be left open-ended, and can be framed as, “What is the main reason for your score?”. You can also involve a question that asks customers for suggestions on what they think you can do to improve their satisfaction levels. Such a question can be framed as, “What could we do to improve your experience with us?”. Feedback obtained through such questions will allow you to identify the different ways and strategies using which you can improve customer satisfaction levels and boost your CSAT score.
Once you’ve obtained responses from your CSAT survey, you can use the following formula to calculate your CSAT score
CSAT (%) =( Number of satisfied customers*Number of Survey Responses) x 100
*Number of satisfied customers refers to the total number of respondents that select the scores 4 (satisfied) and 5 (very satisfied) on the five-point Likert scale. In cases where a 10-point numeric scale is used, the number of satisfied customers will be the total number of respondents that select scores between 7 to 10.
CSAT scores are generally depicted as a percentage.
By conducting CSAT surveys at different touchpoints, you get an idea of where customer pain points lie and therefore what needs to be fixed in order to improve CX. Additionally, by conducting these surveys often, you can react to customer grievances proactively and fix the problem before it creates serious damage.
CSAT surveys are also often used after customers make purchases. Hence, it can help obtain information on which products/services are performing well and which ones aren’t meeting customer expectations.
A good response rate for CSAT surveys is around 25%. A response rate above 50% is very high and is considered excellent as the average response rate tends to fall at around 15%.
CSAT (%) =( Number of satisfied customersNumber of Survey Responses) x 100
CES, or Customer Effort Score, measures how much effort customers had to put into a certain into certain interactions. CSAT, or Customer Satisfaction Score, on the other hand, measures how satisfied customers are with certain interactions.
Let’s look at a few benefits of choosing Voxco to conduct your CSAT surveys:
Maximise your survey responses by connecting with customers on their preferred channels.
Voxco eliminates the need for reprogramming your CSAT surveys for every channel. This saves time and resources.
Data collected through all channels is analysed and presented using visual stories with our powerful live-updating dashboards.
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