What is a Customer Satisfaction (CSAT) score?

Published on the 10th of August 2020

A Customer Satisfaction score, often referred to by the abbreviation CSAT, is a score that indicates how satisfied your customers are. There are different ways of asking a question to get the CSAT score.

Customer Satisfaction example questions

Given that satisfaction is a relative broad term, to get a CSAT score you can ask questions in many different ways. Here are some examples:

How would you rate your sign up experience?

How was your purchase experience?

How satisfied are you with the support you just received?

Scale

CSAT can be measured using a 5 point scale. You can either use the 5 scale emoji survey or a 5 star survey:

Feedback Emoji Angry Face Feedback Emoji Frowning Face Feedback Emoji Smiling Face Feedback Emoji Grinning Face with Smiling Eyes Feedback Emoji Smiling Face with Heart Eyes
Star rating Star rating Star rating Star rating Star rating

Measure CSAT over a longer period of time

CSAT really is about the long term. You don't gather this score for 2 weeks and then stop, but ideally you track this over a longer period of time. By keeping the question the same, you can track your progress, see the average CSAT score over time and know if you're actually improving the customer's satisfaction.

That doesn't mean that the individual responses that you get aren't useful. You can zoom in and look at responses individually to see where customers get stuck, what they like and what they don't like and then improve based on this feedback.

Should I use CSAT?

We said this for the Customer Effort Score (CES) as well: don't get too hung up on abbreviations. Instead of focussing on 'fancy' abbreviations, think about what feels natural to ask your customers. Just imagine a friend asks you the question that you're about to ask your customers in a survey. Would that question sound right and friendly?

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