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A good customer experience is a key to customer retention, customer loyalty, increased revenue, brand popularity and many more factors that contribute to the success of the company. Did you know that 72% of happy customers share their experience with 6 or more people? But, in the case of an unhappy customer, 13% of them will share their poor experience with 15 or more people.
The question is how can you figure out who is happy and who isn’t with your company. CSAT is one of the metrics used to identify the customers who are happy with your brand, its products, and its services. It also helps identify the customers who had poor experiences.
The CSAT survey includes one simple question: “How satisfied are you on the scale of …”
The questions varied in their objective depending on what kind of experience you want to know about. It could be about products, service, overall brand experience, interaction with customer support, purchase experience, etc.
The question includes a scale range – 3, 5, 7, and 10-point scale- and respondents are asked to select the score they want to give the brand. After the score is collected separate the positive and negative scores given by the respondents.
CSAT score involves dividing the sum of all positive responses by total responses collected from the survey. The fraction is multiplied by 100 to receive the percentage of customers satisfied with their experience.
If you are confused about how to compare your CSAT score with other companies when you use a 10-point scale and they use a 5-point scale. You need to convert the score into a percentage. The percentage will give you a universal CSAT score.
On a 5-point scale, if customers give you a 4 or 5, they can be considered happy. Similarly, on a 10-point scale, a score of 8, 9, or 10 indicates happy and satisfied customers. If you receive any score below these you need to follow up with the respondents to understand their issues.
Different industries have a different benchmark for CSAT score. However, a CSAT score between 60% and 80% is considered Good. A score between 80 and 90% is Excellent CSAT. So, a CSAT score between 75% and 85% is considered good across all industries.
According to the ACSI or American Customer Satisfaction Index, American companies in the year 2020 had a 74.4% CSAT score. In the year 2021, the score stands at 73.6%, which on a scale of 1 to 5 represents a 3.68.Due to Covid-19 customer experience has become even more important for business. People are more than ready to change companies if they have more than one bad experience.
According to ACSI, some of the changes in CSAT score across the different industries between the years 2020 and 2021 are as follows:
Industry | 2020 | 2021 |
Full-service restaurants | 79 | 80 |
Airlines | 75 | 76 |
Hospitals | 72 | 69 |
Hotels | 76 | 73 |
Banks | 80 | 78 |
Apparel | 77 | 79 |
Subscription Television services | 64 | 65 |
ACSI is the only platform to measure CSAT, cross-industry, in the United States. It measures the CSAT score of 47 industries on a scale of 0 to 100. You can use the platform to compare your CSAT score with your competitors.
CSAT score is the abbreviation used for Customer Satisfaction Score.
The average response rate of a CSAT survey is 15% across all industries. A response rate above 25% is considered excellent for a CSAT survey.
CES is the metric that evaluates how much effort according to a customer they had to put in resolving their issue. The metric is used by Customer Service to provide a better experience and improve resolution time.
CSAT is a metric that analyses how customers feel their experience has been throughout their customer journey. It identifies happy customers.
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