What is Customer Satisfaction Score CSAT?
And how can HappyOrNot help you measure it
What is Customer Satisfaction score CSAT?
It is a key metric used to measure how satisfied customers are with a company’s, products, services or experiences. The Customer Satisfaction Score (CSAT) measures a customer’s satisfaction with a single purchase or interaction, preferably taken near the time of experience.
While the question is not prescribed it is usually measured by asking a simple question like ‘How satisfied were you with your experience? Customers then select from a scale to show their satisfaction, again the scale is not prescribed.
The timing of CSAT surveys is after an experience, preferably as close as possible to the time so memories are clearer.
Measuring customer satisfaction with CSAT
CSAT is calculated by adding all the positive responses and dividing by the total responses and expressed as a % .
The upside of CSAT is that is easy to understand and therefore easy for respondents and generally easy to tie the feedback to a specific experience point.
Because CSAT can be measured at a point in time it can be asked across multiple touch points in the customer journey, think online booking, instore interaction, delivery and after sales service.
The benefits of CSAT are that because the feedback its associated with a moment in time and a customer experience point it allows you to remedy issues on specific products or services.
What type of organisations use CSAT? CSAT’s are usually triggered after completion of a sale, appointment, support offering
The limitations of CSAT
Downsides of CSAT measurement are asking for feedback too often. If you have customers who transact often, and you are asking for feedback after every transaction you may find the response rate is low or even worse you may lose the customer. The method you use to collect feedback will be important here as digital solutions may not work as well as physical options for this metric. See here where we discussed how that next email survey could be your last interaction with your customer.
How HappyOrNot can help with CSAT.
HappyOrNot can capture feedback at different points in the customers journey, whether electronically using our digital solution or in person using one of our Smiley Kiosks which fits the CSAT methodology.
The feedback attributed to an experience point (An experience point is a term used by HappyOrNot to denote a location of a kiosk in a CX journey i.e. Exit, Toilets, Salad bar, Reception etc) and time of day allows companies to quickly make changes to their service to improve their customer satisfaction score, see here how organisations are doing that with HappyOrNot.
One of the benefits of HappyOrNot is that you can also ask for feedback from those who didn’t purchase from you, who technically aren’t your customers. These feedback often provide you with great insights. Where alternative survey mechanisms like NPS focuses on asking customers only.
A downsides of CSAT is over surveying customers. We’ve all received that survey from that company who we transact with often and add it to our junk folder. Because HappyOrNot is simpler to interact with customers don’t see it as an inconvenience when providing feedback thus negating one of the perceived issues with CSAT measurement.
Another of the perceived downsides to CSAT are that people in the neutral and dissatisfied categories don’t fill out surveys, because of the simplicity of HappyOrNot you will capture those people also, not just the extremes.
So while HappyOrNot can do a great job of measuring NPS of your customers it really shines in measuring CSAT and CES across the different experience points of your customers journey and removes some of the downsides with other methods for measuring these metrics.
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