CSAT stands for Customer Satisfaction, a metric that measures customer sentiment with your brand, product, or service.
CSAT offers granular insight into specific transactions or experiences. Rather than surveying about a brand overall, CSAT drills down to provide actionable, real-time feedback regarding how you’re meeting—or missing—customer expectations.
In this section
- What is the CSAT survey flow?
- How is the CSAT score calculated?
- Who are CSAT surveys for?
- When should I send CSAT surveys?
- What are some best practices for CSAT surveys?
What is the CSAT survey flow?
CSAT surveys start with some variation of the question:
“How satisfied are you with [brand/product/interaction]?”
Customers provide a score on a scale from 1 to 5:
- 5: Very satisfied
- 4: Somewhat satisfied
- 3: Neither satisfied nor dissatisfied
- 2: Somewhat dissatisfied
- 1: Very dissatisfied
After providing a score, customers answer an open-ended comment question to explain their responses. They’ll then respond to any Additional Questions you’ve configured before being presented with a customized Thank You page.
Sample CSAT question
Sample CSAT comment page
How is the CSAT score calculated?
CSAT is calculated with the following equation:
( Total number of satisfied responses / Total number of responses ) x 100 = CSAT
Let’s break that down piece by piece:
- Total number of satisfied responses: Any response where the score was a 4 or a 5
- Total number of responses: Your overall number of responses
- “x 100”: We multiply the result from the division equation to get a whole number
CSAT always rounds to a whole number.
Let's imagine we received the following responses:
- 5: 40 responses
- 4: 30 responses
- 3: 10 responses
- 2: 5 responses
- 1: 15 responses
With 70 satisfied responses (40 + 30) and 100 total responses, the calculation becomes:
( 70 / 100 ) * 100 = 70 (your CSAT score)
Who are CSAT surveys for?
CSAT is ideal for businesses that are looking for a snapshot of customer satisfaction at a single point in time. Whether capturing feedback related to a support interaction, or measuring satisfaction with a recent subscription box, CSAT provides key insight into customer sentiment at that exact moment.
By surveying customers about a specific interaction, you have a definitive point where you can set benchmarks and goals for improvement, and define clear action items explicitly tied to areas impacting customer satisfaction.
When should I send CSAT surveys?
CSAT surveys are most effective when used to measure satisfaction after a specific interaction. Keep these surveys scoped to specific moments in the customer lifecycle by deploying anywhere between one minute and one week after your customer touchpoint. Choose this timing to make sure that the feedback is fresh on your customer’s mind, while avoiding sending before they’ve had time to digest and reflect on the experience.
Wondering where a CSAT survey might factor into your current feedback toolkit? Consider these common uses:
- Directly after a support conversation
- One day following a sales call
- Immediately after a service visit by a technician
- A week after an instructional course is completed
- A few days after marketing material is shared
What are some best practices for CSAT surveys?
CSAT surveys are helpful in unearthing timely feedback, benchmarks for improvement, and more. Applying best practices for your CSAT program will ensure you’re getting the highest quality feedback and continuing to surface potential improvements in the customer experience.
Focus on customer satisfaction
CSAT is a fairly versatile survey method. While many use CSAT solely to follow up after support interactions, it can also be applied to products, experiences, and more. However, be sure to always keep the question centered around the measurement of satisfaction.
To develop your satisfaction question, keep these other suggestions in mind:
- Keep the question as short as possible
- 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 support?”)