What is customer satisfaction(CSAT)?

Customer Satisfaction or CSAT is a widely used metric that determines your customer’s satisfaction with your brand. It is one of the essential parameters that are involved in creating an effective customer experience management(CEM) system. CSAT plays a vital role as one of the key performance indicators that help organizations understand where they’re falling short, helps them identify customer pain points, and take the necessary measures needed to reduce customer churn. 

A high CSAT score indicates that your customers are happy with every aspect of your brand and that you should carry on with consistently delivering the best to your customers. On the other hand, a low score indicates that customers are unhappy with your brand and might be on the verge of churning. A low CSAT causes companies to strategize and execute the required processes to turn their CSAT score around.  

Keeping tabs on your CSAT scores from the get-go is an efficient way to identify loyal customers and predict when unhappy customers are about to leave. Moreover, it helps elevate your organization’s customer experience management system. 

When to use CSAT?

Measuring CSAT is all about the right timing. Gauging your customers for ratings at various touchpoints of the customer lifecycle can help companies understand the trend of how their CSAT scores have evolved over time. Additionally, surveying customers at the right time can result in the most accurate and valuable feedback. Here are 5 instances where you should use CSAT:

  • Post-interactions with the Support team
  • Post-purchase
  • Onboarding
  • Offboarding
  • Post-event feedback

How to calculate CSAT?

CSAT is calculated by dividing the sum total of all scores received by the total number of responses. Multiplying the score with 100 gives you the CSAT percentage. 

For example, let’s say you have used a 10-point Likert scale to collect CSAT scores from your customers. If the sum total of all scores is 63 and you have received 10 responses, then your overall CSAT score is 6.3.

Similarly, you can use any point scale to measure your CSAT score.

Calculate your CSAT score using SurveySparrow 

Here’s how you can calculate your CSAT score using SurveySparrow:

  1. Create a Customer Satisfaction survey and add any one of the following question types:
  • Opinion Scale(recommended)
  • Rating

 

2. If you have selected the Opinion Scale question type, you can modify the scale points as per your requirements and edit the labels at both ends.

 

3. If you have selected the Rating question type, it will be a 5-point scale where you can modify the icons from the available options.

 

4. Share your survey to your respondents, and once all the responses are populated, add up the scores and divide it by the total number of responses. 

5. And, you have successfully calculated your CSAT score!

Looking at CSAT reports in SurveySparrow

Once you have gathered all your CSAT scores, you can head to the Results section of your survey to carry out an in-depth analysis of your responses.  

 

  1. Click + New Custom Report to create a custom report just for CSAT analysis. Hide questions that you don’t wish to include in the report.

 

2. View a graphical representation of the CSAT scores collected in the form of a pie chart or histogram.

 

Click the gear icon next to the question to customize it. Add a description, select a chart type, have your pick from the available display options, and customize the label colors.

Click Save once you’re done.

 

3. Click Filter & Compare to apply advanced filters on your survey data.

Create filters for different segments of customers.

 

Click Apply.

 

4. Finally, save your report and export it to PDF or share it via URL to the relevant stakeholders.

 

5. You can schedule the report to your inbox on a weekly, monthly, or yearly basis to keep a track of CSAT scores over time.

 

6. You can also integrate with Google Sheets to sync your CSAT data to a spreadsheet on Google Drive. After syncing your data, connect with Google Data Studio to create insightful reports and data visualizations.

CSAT Best Practices

There are many do’s and don’ts when it comes to measuring CSAT. One lousy score is all it takes to plummet your overall CSAT. To prevent that, here are the 5 best CSAT practices to keep in mind for your company!

Optimize for Mobile

Surveys are the most commonly used medium for collecting CSAT scores from customers. The majority of the human population checks their email from their mobile devices. So optimizing your surveys to be mobile-first is a sure-fire way to get the ratings you need. 

Use Open-ended Questions

Let your customers express their opinions and concerns freely with open-ended questions in your survey. Gain a deeper understanding of their experience and close the feedback loop effectively. 

Limit the questions to a minimum

Ask your customers only the relevant questions. Stick to an overall rating question rather than breaking it down into multiple redundant ones. Ask too many questions, and you’ll bear the wrath of customer churn. Avoid survey fatigue at all costs!

Compare with industry benchmarks

Once you calculate your company’s overall CSAT score, compare it with those of other companies. This way, you’ll get an idea of how well your organization fares in comparison to others in your industry set.

Keep it simple

Avoid over-the-top, complicated questions in your CSAT surveys and refrain from the use of complicated jargon. This can cause an increase in survey bounce rates. Ask straightforward questions that can be understood by a general audience. Customers always respond better to content they can relate to and understand.