Definition:
The CSAT or customer satisfaction index is a metric that measures customer satisfaction with a product or service. It derives from the English term Customer Satisfaction Score metric. It is usually based on surveys and comments from customers, who are asked to rate their experience on a scale of 1 to 5, where 1 is totally dissatisfied and 5 is very satisfied. Companies can use this score to track customer sentiment over time.
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What is CSAT for?
The CSAT is used to measure customer satisfaction with a product or service and gauge the company’s performance in delivering value. It can be used to identify areas for improvement, where customers are not satisfied, and take action to resolve these issues. In addition, it can provide insight into customer retention and loyalty, as customers are more satisfied and remain customers for longer.
How to calculate the customer satisfaction index
The CSAT or customer satisfaction index is calculated by asking customers basic questions about their experience with the product or service, such as “how would you rate your experience?” or “Would you recommend us to your friends?” Depending on the desired outcome, questions can be tailored to specific circumstances. Customers are then asked to respond on a scale of 1 to 5.
CSAT Examples
Some examples of CSAT questions can be:
1. How would you rate the overall quality of the product/service?
2. Was your problem resolved satisfactorily?
3. Was this article helpful?
4. “Would you recommend us to your friends?
The answers to these questions can be used to calculate an overall CSAT score, which is usually expressed as a percentage.
Frequently asked questions about CSAT
What does CSAT mean in digital marketing?
CSAT refers to the concept described in this glossary entry: Definition: The CSAT or customer satisfaction index is a metric that measures customer satisfaction with a product or service. The CSAT is used to measure customer satisfaction with a product or service and gauge the company's performance in delivering value. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to CSAT?
Teams should review CSAT when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is CSAT used in a digital strategy?
CSAT is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting CSAT?
A common mistake is using CSAT too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.