CSAT
CSAT (Customer Satisfaction Score) is a metric that reflects how satisfied customers are with a product, service, or interaction with a company.
What is CSAT?
CSAT is one of the key metrics of customer experience. It is measured using a simple question asked to a customer after an interaction with the brand, such as after a purchase, contacting support, or using a service. Most often, the customer is asked to rate their satisfaction on a scale — from “very dissatisfied” to “very satisfied.”
How is CSAT Measured?
The typical question used is:
“How satisfied are you with [the product / service / interaction]?”
Rating options include:
- a scale from 1 to 5;
- a scale from 1 to 7;
- a scale from 0 to 10;
- options like “satisfied / neutral / dissatisfied.”
CSAT Calculation Formula
CSAT is expressed as a percentage:
CSAT = (Number of satisfied customers ÷ Total number of responses) × 100%
Typically, “satisfied” customers are those who give high ratings (e.g., 4–5 out of 5).
CSAT Calculation Example
If 200 customers took the survey, and 150 of them gave a high satisfaction rating, then:
CSAT = (150 ÷ 200) × 100% = 75%
Why is CSAT Needed?
- evaluating service and product quality;
- identifying problem areas in the customer experience;
- monitoring the performance of the support team;
- measuring the impact of changes and improvements;
- increasing customer loyalty.
Where is CSAT Used?
- in customer support departments;
- in online stores;
- in SaaS services;
- in banking and service companies;
- after key customer interaction touchpoints.
Advantages and Limitations of CSAT
Advantages:
- simplicity of measurement;
- quick feedback collection;
- easily understandable results.
Disadvantages:
- reflects a short-term impression;
- depends on the customer’s current mood;
- does not indicate long-term loyalty levels.
Therefore, CSAT is often used alongside NPS (Net Promoter Score) and CES (Customer Effort Score).
Conclusion
CSAT is a simple and effective metric that helps understand how satisfied customers are with an interaction with the company here and now. It allows for the quick identification of problems and improvement of the customer experience, provided it is used regularly and in conjunction with other metrics. CSAT shows satisfaction with a moment, not the customer’s overall attitude towards the brand.
