Customer Satisfaction Score or CSAT score is a commonly-used key performance indicator used to track how satisfied customers are with your organization’s products and/or services.
CSAT is measured by one or more variations of this question that usually appears at the end of a customer feedback survey:
“How would you rate your overall satisfaction with the [goods/service] you received?”
Respondents use the following 1 to 5 scale:
1. Very unsatisfied
2. Unsatisfied
3. Neutral
4. Satisfied
5. Very satisfied
The results can be averaged out to give a Composite Customer Satisfaction Score, although CSAT scores are more usually expressed as a percentage scale: 100% being total customer satisfaction, 0% total customer dissatisfaction.
CSAT, like NPS, is just a measure of customer experience. It’s what you do with the scores to drive and improve it that really counts. CSAT (and NPS) scores should be supplemented with further qualitative research to understand the drivers behind the scores so you can take action to improve key areas.
