What is CSAT and how to measure it in your contact center
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What is Customer Satisfaction (CSAT)?
CSAT stands for customer satisfaction and is a score that indicates how satisfied a customer is with a specific product, transaction, or interaction with a company. The term “CSAT” is most often used in the context of a “CSAT score,” which describes a numerical measure of customer satisfaction.
A few weeks ago, we wrote about the importance of leveraging data in the call center and the impact of Net Promoter Score® (NPS). We learned about how NPS is measured, how it applies to the call center and how to use NPS to improve the caller experience. When it comes to measuring caller sentiment, however, NPS isn’t the only player in the game.
One other popular measurement is the CSAT score, or customer satisfaction score. CSAT is often used in lieu or in tandem with NPS by many businesses. In this post, we’ll take a closer look at CSAT and explore what role it plays in the call center.
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How is CSAT measured?
To measure CSAT, businesses directly ask the applicable customer base to rate their satisfaction of an event, product or service. This typically comes in the form of a survey communicated through some channel to the customer (direct mail, email, phone, etc).
The exact wording of the CSAT question and the corresponding rating system used in surveys varies from organization to organization. This means that there is no industry-standard way to measure CSAT. A few commonly used questions include:
- Were you satisfied with ___? (Yes/No)
- On a scale of 1-10, how satisfied are you with ___?
- How would you rate your satisfaction with ___? (Unsatisfied, Somewhat Satisfied, Very Satisfied, etc)
For CSAT questions that don’t simply require a binary answer, it’s up your business to decide which answers count as “satisfied” and which do not. You may decide that, on a scale of 1-10, anything above a ‘6’ rating counts will be deemed as satisfied.
A CSAT score does not have one unified measurement. The numerical score itself will depend on exactly what question is being asked. That being said, one could perform this general calculation to determine the proportion of satisfied customers:
What is a good CSAT score?
Since CSAT scores vary widely based on the type of CSAT question asked, there is no one definition of what a good CSAT score is. A general rule of thumb is to try to get your percentage of satisfied customers as close as possible to 100%. It may also be useful to benchmark your scores against other companies in your industry.
Depending on what exactly your business is having customers rate their satisfaction on, your CSAT score may also constantly be in flux. For example, a customer service team’s CSAT score of interactions with customers will change in real-time with the conclusion of every new interaction. On the flip side, a company that sends out a quarterly survey to measure CSAT on a specific product will only have one score until the next survey is sent out.
All in all, there is no standard definition for what a good CSAT score is. Rather, most businesses have their own internal definition, and it is usually a reflection of how customer-centric the organization is when it comes to their overall strategy. For example, a company with no CSAT measurement or definition likely hasn’t made customer satisfaction a priority while another company might have a 5-point scale and set a high bar of 4 or better as “good.”
How is a CSAT score different from NPS?
While both CSAT and NPS are measurements of customer sentiment, they are very different in practice. The first major difference between the two is that NPS has a very defined process and measurement trademarked by specific organizations, while CSAT is a more general concept. This is apparent in the “guidelines” (or lack thereof) for each. For instance, NPS is a regi