What are some best practices for CSAT?

As a key method for understanding the satisfaction levels of your customers, CSAT surveys are helpful in unearthing current feedback, benchmarks for improvement, and much more. Applying a key best practices for your CSAT program will ensure you’re getting the highest quality feedback, and continuing to drive improvements for customer satisfaction.


Keep the question focused on customer satisfaction

CSAT is a fairly versatile survey method. While many who use CSAT solely to follow-up with support interactions, it can also be applied for products (“How satisfied were you with your iPhone?”), experiences (“How satisfied were you with your onboarding?”), and much more.

However, be sure to always keep the question centered around the idea of satisfaction. This is key for arriving at an accurate CSAT score, and is similarly a core component of the underlying methodology.

When developing your question, be sure to keep the following suggestions in mind:

  • Keep the question as short as possible
  • Focus on the concept of satisfaction
  • Avoid any potential survey bias (ex.“How satisfied were you with our amazing new feature?”)
  • Be specific (ex. “How satisfied were you with your recent chat with Delighted?” rather than “How satisfied are you with Delighted’s support?”)

Timing is key

Dialing in when you send your CSAT surveys is especially important, as the survey will be focused on a very specific interaction and/or experience. Keeping the survey close in proximity to that original interaction will ensure customers understand why you’re reaching out, as well as have fresh, actionable insight to pass along.

The best bet is to isolate the exact moment for which you’d like to capture feedback (ex. after a support case is marked closed). After identifying the interaction that will be surveyed, determine if you’d like to include a delay between the event and the survey.

We recommend sending the CSAT survey within 24 hours of a given interaction. That timing will make sure that the feedback is fresh on the customer’s mind, while also avoiding sending before they’ve had time to digest and reflect on the experience.

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