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CSAT is an abbreviation for Customer Satisfaction Score. This metric is indicative of the degree of satisfaction consumers experience after a certain interaction with a company, or in regard to their overall experience with the company. CSAT scores are calculated by first collecting data through CSAT surveys. Within this article, we will discuss the different scales used within CSAT surveys and the four steps required to calculate your CSAT score.
CSAT surveys usually take the form of single questions surveys and include a variation of the question, “How would you rate your overall satisfaction with our company”. This question is usually followed by a 5 point Likert scale, from very unsatisfied, to very satisfied. Sometimes a 10 point numeric scale is used instead as some researchers believe that it offers greater variability (variance) and a higher degree of measurement precision relative to 5 point Likert scales.
How to calculate your CSAT score in four easy steps:
The main question that must be included in CSAT surveys should be along the lines of “How satisfied are you with our company?” or “How satisfied are you with your experience today?”. Most CSAT surveys take the form of single question surveys, however, it is beneficial to add additional questions. Once you’ve asked respondents to rate their satisfaction levels, you should ask open-ended questions such as:
Such questions will help you identify the reasons for your final CSAT score and will even provide you with information on what you need to improve on to boost your CSAT score.
Once you’ve created your CSAT survey, the next step is to deploy it to collect feedback from respondents. Using an omnichannel survey software, such as Voxco’s Omnichannel Survey Software, will allow you to maximise survey responses to ensure more accurate results.
If you want to measure satisfaction levels at certain touchpoints, then you must send CSAT surveys to customers after those specific interactions. For instance, you can place a CSAT survey on your website after a customer makes a purchase. If you want to measure overall CSAT levels, you can do so by sending CSAT surveys to your customers on an interval basis, whether that be monthly, quarterly, or yearly.
Once you’ve received the responses from your CSAT survey, you can calculate your CSAT score. The following formula can be used to calculate the customer satisfaction score:
CSAT (%) =( Number of satisfied customers*Number of Survey Responses) x 100
*Number of satisfied customers is the number of respondents that selected a score of 4 (satisfied) and 5 (very satisfied) in the survey. If a 10 point scale is used, the number of satisfied customers will include all respondents that chose a score between 7-10.
The CSAT score is expressed as a percentage and therefore ranges between a scale of 0 to 100. What is considered a good CSAT score will depend on the industry you are a part of, however, a score above 75% is considered good across most industries.
The final step is to extract actionable insights from your survey in order to use your CSAT score to improve customer experience. The whole point of measuring and tracking different KPIs is to identify where you stand and how you can improve. Once you’ve calculated your CSAT, take a look at the responses to the open-ended questions (or any other questions you may have included) within your survey. The responses from these questions should provide you with insights on the reasons for your CSAT score and with some direction on how this score can be improved.
The industry you operate in will define what a good CSAT score is for your organization. However, a score above 75% is considered to be good across most industries.
The Customer Satisfaction Score, or CSAT, is an indicator of short-term customer loyalty, whereas Net Promoter Score, or NPS is an indicator of long-term customer satisfaction and happiness.
Let’s look at a few benefits of choosing Voxco to conduct your CSAT survey:
Voxco facilitates a fully omnichannel surveying experience so you can create and deploy your surveys across multiple channels, without the need to reprogramme your survey for each. This also helps maximise survey responses as you can connect with respondents on their preferred channels.
Voxco has a range of pre-existing survey templates curated by our highly skilled team. You can use our CSAT survey template and customise it to your needs before deploying it to respondents across all channels. This makes the process of creating surveys easy and efficient while maintaining the quality of your survey.