CSAT
Customer Satisfaction Score (CSAT) is one of the most widely recognised measures of customer experience. CSAT measures a customer’s satisfaction with a product, experience or service received.
Measuring customer satisfaction can help your company understand how the products and services it supplies meet or surpass customer expectation. A key strength is its versatile nature, as the wording of CSAT surveys can be tailored to gather customer feedback around a specific transaction.
Unlike NPS, CSAT is often measured on a 5 point scale, ranging from very dissatisfied to very satisfied. Or using a 7 point scale which can provide additional granularity and may range from extremely dissatisfied to extremely satisfied.
The results can also be calculated in different ways. Sometimes a ‘top 2’ calculation is used, expressing the percentage of people who answer 4 or 5 out of 5, or a mean score calculated from all of the responses received.
Benefits + Considerations.
A strength of CSAT lies in its simplicity. It's an easy way to identify happy customers and those who require further attention to close the loop.
It’s an effective measure for understanding specific interactions and its focus can be expanded beyond overall satisfaction to consider other service elements e.g. how satisfied were you with the friendliness of the staff?
CSAT is a great measure for understanding specific interactions, but less effective at measuring customer loyalty and predicting future behaviour.
As with NPS, it cannot stand alone – other questions are required to explain how to drive up the NPS score.