Customer Satisfaction (CSAT)

Customer Satisfaction (CSAT) score is a customer service metric that is designed to ask customers, ‘How satisfied were you with your experience today?’. The answer scale can range from 1-3, 1-5 or 1-10, with the lowest score being ‘not very satisfied’ and highest being ‘very satisfied’.

How is CSAT score calculated?

CSAT is calculated by dividing all positive responses by the total number of responses and multiplying by 100. This results in your CSAT percentage. For example, if you have 35 positive responses out of a total of 50 responses, your CSAT would be 70%.

Whilst CSAT scores vary by industry, a good score will typically fall between 75% and 85%. Since CSAT measures only your promoter scores, it’s difficult to obtain a near-perfect score. Having a score of 75%, as an example, means that three out of every four customers gave you a positive score instead of a negative or neutral one.

So how do you gather this Insight?

Implementing CSAT scoring into your research strategy can be done in two ways. The first is to include the question in your mystery shopping assessment criteria, which will establish whether prospective customers were satisfied with their experience. The second is to include the question into your voice of the customer feedback surveys, to establish whether your current customers are satisfied with their experience.

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