How do you as an organization find out when a customer is really enthusiastic, satisfied or loyal? There are various proven methods to measure this. Customer Satisfaction Score (CSAT) is a popular KPI to measure customer satisfaction. In this blog you can read what this score is all about, how to calculate this, and how to use it in practice.
What is CSAT?
Customer Satisfaction Score provides insight into how an organization performs on specific aspects of products or services. CSAT is used in particular in situations where the request for recommendation (Net Promoter Score) is not logical or inappropriate. For example, when evaluating medical care, or when assessing government agencies, where there is no competition.
With CSAT, the focus is on specific interactions such as the purchase of a product or delivery of a service and not on a more general question about the company. The central question is:
How would you rate your experience with product x or service y?
At Customer Satisfaction Score, customers are asked to evaluate a product or service on a scale of 1 to 10. The average score is displayed as an absolute figure. Because the score is represented as a figure between 1 and 10, CSAT is recognizable and easy to interpret. The higher the figure, the higher the customer satisfaction.
Cultural influences on the CSAT score
Keep in mind that report mark methodologies are sensitive to cultural influences. In the Netherlands, for example, a 10-point scale is very common in education, while in the United Kingdom a 5-point scale is used much more often. how a score is interpreted. People will have different ideas about which numbers stand for excellent and which ones for sufficient. Keep this in mind when comparing the results between different countries.
It only becomes really interesting if you know what you can do with CSAT in daily practice. And how to link this to other KPIs such as NPS and CES so that you know exactly what your customers need. The E-Book ‘Measuring and Managing CX’ contains many practical examples, tips and solutions that you can apply directly within your organization.
Whitepaper: Customer Satisfaction Research
In this whitepaper you can read everything about CSAT, how you can apply it and how our Customer Satisfaction Research can help you.