CSAT: Definition, Calculation and Interpretation of Customer Satisfaction Score

CSAT (Customer Satisfaction Score) is an indicator that measures customer satisfaction levels immediately after an interaction with a company, product or service. It is calculated by dividing the number of positive responses by the total number of responses, then multiplying by 100. A score above 80% is considered excellent according to the American Customer Satisfaction Index.

Three elements distinguish CSAT from other satisfaction indicators: its simplicity (a single question is sufficient), its immediacy (measured while the experience is still fresh) and its versatility (applicable to all touchpoints: purchase, delivery, support, website navigation).

> Visit Drag’n Survey to create a satisfaction survey, click here

Presentation and Calculation of CSAT

The CSAT allows you to measure customer satisfaction on several levels. With this in mind, questions are most often presented as follows:

• On a scale of 1 to 10, how satisfied are you with the services offered by our company / our after-sales service / the advice given in-store, etc.

The result of the CSAT is expressed as a percentage and ranges between 0 and 100%. For the rate to be representative, it is essential to collect as many responses as possible from customers.

To calculate the satisfaction rate, you should proceed as follows:

• CSAT = (number of positive responses / total number of responses) X100

Starting from 80%, the result is considered very satisfactory. On the other hand, a rate below 50% is symptomatic of a bad relationship with customers and should alert the marketing teams.

Asking the Right Questions and Understanding the Value Scale

For the responses to be easily interpretable and leave no room for ambiguity, it is recommended to offer a limited choice of closed questions. For example, you can opt for a simple choice like “yes” or “no,” or a precise value scale:

• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

The latter option is the most frequently used. Indeed, the responses obtained are more relevant because they are more nuanced. They can thus be sorted easily.

Based on this scale, a response will be considered positive if it falls into the “Very satisfied” or “Satisfied” categories.

To succeed in your CSAT measurement, keep in mind that a question should:

• Be understandable and complete
• Be easy to formulate
• Be obvious and not leave room for doubt or ambiguity
• Remain completely neutral
• Clearly mark the scope of the customer experience concerned (purchase of a product, interaction with customer service, delivery of a specific product, etc.)

Choosing the Right Time to Ask Your Questions

The best time to ask your questions is “hot off the press.” The memory is fresh, the customer’s emotions are intact, and the measurement of their degree of satisfaction is much more representative of their purchase experience or interaction with the brand. It is not polluted by external factors such as reading comments about your brand or disappointment upon receiving the product.

To do this, you should set up a survey, via a form, that can be offered at the end of a purchase. During payment confirmation or by email, immediately after the end of the transaction.

Using CSAT Results to Improve Your Marketing

For the Customer Satisfaction Score to have a real marketing interest and for its results to benefit from an in-depth analysis, it is important not to stop at the scale proposed above.

Ideally, each questionnaire should be accompanied by open-ended questions, investigating the reasons for the given score. It is in these feedbacks that the real pieces of information for the brand lie. Based on these explanations of the reasons for the satisfaction or dissatisfaction of certain customers, the marketing teams will be able to implement appropriate action plans and correct certain mistakes. They will also be equipped to maintain the loyalty of their satisfied customers.

Obtaining a Better Overall View of Customer Satisfaction

While the Customer Satisfaction Score (CSAT) is essential and must be taken into account to better understand the actions to be taken, it is important to compare the result obtained with other indicators such as the NPS (Net Promoter Score). Indeed, the latter measures a customer’s propensity to recommend or not recommend your company. It is also possible to use the CES (Customer Effort Score). This last indicator measures the effort required by a consumer to carry out their purchasing experience or get in touch with your brand.

Other analysis factors can be added, such as the bounce rate on a web page, the number of emails opened after an email campaign, etc.

It is important to keep in mind that, like other customer satisfaction indicators, CSAT must be consulted and measured over time. It must be compared regularly in order to observe a real trend and to be able to judge the impact of the actions implemented by the marketing teams.

How to Make the Most of Your CSAT Score

The value of CSAT extends far beyond a simple figure displayed on a dashboard. Its true worth lies in trend analysis and implementing targeted corrective actions. Regular monitoring helps identify friction points in the customer journey and measure the impact of improvements made.

For a comprehensive analysis, always follow up your CSAT question with an open-ended question such as “Why did you give this rating?”. This qualitative feedback is a goldmine of information that helps you understand the motivations behind the scores and precisely guide your improvement plans.

Customer Satisfaction Score FAQ

How do you calculate CSAT?

CSAT is calculated by dividing the number of positive responses (customers who are “satisfied” and “very satisfied”) by the total number of responses, then multiplying the result by 100. For example, if you receive 1,000 responses including 300 “very satisfied” and 400 “satisfied”, your CSAT will be (300+400)/1,000 × 100 = 70%. Only the two highest ratings on the scale are considered positive, whether you use a scale of 1 to 5 or 1 to 10.

What is a good CSAT score?

A CSAT score above 80% is generally considered excellent and reflects strong customer satisfaction. A score between 50% and 80% indicates room for improvement. Conversely, a score below 50% is a warning sign that requires immediate corrective action. These thresholds may vary by industry: e-commerce typically aims for 85-90%, while the banking sector averages around 75-82%.

What rating scale should you use for CSAT?

Two scale formats are commonly used to measure CSAT. The 1 to 5 scale (Very dissatisfied to Very satisfied) remains the most popular as it offers a good balance between precision and ease of response. The 1 to 10 scale provides finer granularity but may cause more hesitation among respondents. You can also opt for visual representations using smileys or stars, which are particularly effective on physical kiosks in retail locations or in mobile apps.

When should you send a CSAT survey to get the best response rate?

The optimal time to send a CSAT survey is “in the moment”, immediately after the interaction in question. For e-commerce, send it 24 to 48 hours after delivery (average response rate of 22%). For customer support, send the survey immediately after problem resolution (18% response rate). In physical stores, a satisfaction kiosk at the exit or an SMS within one hour of the visit generates approximately 12% response rate. Email remains the most widely used channel (68% of surveys) and is particularly effective in B2B contexts.

More about surveys:
Finding the Best Online Form Software, click here
The Ultimate Guide to Online Quiz Makers, click here
Five Key Indicators of Customer Satisfaction, click here
Leading 10 Tools for Online Survey Creation, click here
Discover Competing Software Options to Typeform, click here
The Best Software Options to Replace SurveyMonkey, click here
Explore Alternatives to Jotform for Your Online Form Needs, click here
Distinguishing Between Qualitative and Quantitative Research Practices, click here
Key Pitfalls to Watch Out for with Open-Ended Online Survey Questions, click here

Read the article:
Polish – wskaźnika satysfakcji klienta, click here
Portuguese – índice de satisfação do cliente, click here
French – Comprendre le Score de Satisfaction Client, click here
German – Die Nutzung des CSAT zur Steigerung der Kundenbindung, click here