American Customer Satisfaction Index (ACSI)

The most affluent national cross-operational computation of customer satisfaction across the United States.

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What is American Customer Satisfaction Index (ACSI)?

Founded by Dr. Claes Fornell in 1994, American Customer Satisfaction Index (ACSI) is an economic barometer which gauges cross-industry satisfaction levels amongst customers in the United States economy. Domestic and foreign goods with a substantial market share in the US will be judged on the customer satisfaction parameter by American Customer Satisfaction Index (ACSI).

This national indicator benefits commercial organizations, researchers and statisticians, policy-creators and customers equally by producing the vigor of customer satisfaction, measure the competition amongst various customer-oriented organizations and forecast the future avenues to improve customer satisfaction.

American Customer Satisfaction Index (ACSI) surveys around 180,000 customers to understand their satisfaction levels considering the products and services they frequently use.

History of American Customer Satisfaction Index (ACSI)

American Customer Satisfaction Index (ACSI) is the single, most affluent national cross-operational computation of customer satisfaction across the United States. This index is decided by keeping various factors such as customer feedback for the standard of products and services bought in the U.S and manufactured by national or overseas organizations with a significant market share in the U.S.

American Customer Satisfaction Index (ACSI) was formed by the researchers at National Quality Research Center (NQRC) in association with American Society for Quality in Milwaukee, Wisconsin, to calculate the satisfaction levels among customers for the products and services they have access to. Previously, there was no measurement tool that could calculate the quality of products analyzed by keeping customers in mind.

It’s a model extracted from a Swedish Customer Satisfaction Barometer (SCSB) which was developed and executed in 1984. American Customer Satisfaction Index (ACSI) founder, Claes Fornell, created this model for both, the Swedish and American customers. Due to this incredible derivation by Claes, he is considered to be one of the most renowned scholars in the field of marketing. Initially, American Customer Satisfaction Index (ACSI) updates were launched every quarter and since 2010, it is updated more frequently for the public so that key contributors can channelize their work towards various sectors across the year with the change in American Customer Satisfaction Index (ACSI).

Considering the facts and figures from 10 economic sectors and 44 industries, the national American Customer Satisfaction Index (ACSI) score has always been updated quarterly till date which reveals the vigor of U.S economy. To simplify what national American Customer Satisfaction Index (ACSI) is: It is a sum of customer satisfaction across various organizations which have a considerable market share in the present economy due to which their business revenue is extremely high along with the demand for their products and services across the U.S.

American Customer Satisfaction Index (ACSI) Score Calculation using American Customer Satisfaction Index (ACSI) Questions

This national customer satisfaction level indicator is reliant on 3 critical 10 point scale questions to obtain customer satisfaction. These American Customer Satisfaction Index (ACSI) questions are categorized into: Satisfaction, Expectation Levels, and Performance.




Here’s a formula to normalize the results achieved from these three questions: (Satisfaction + Expectancy + Performance - 3) / 27 * 100

A score between 0 - 100 is created using this formula which can then be compared to the industrial standards published by American Customer Satisfaction Index (ACSI). Ideally, all three parameters have different weights according to their industry as well as state. This influences the American Customer Satisfaction Index (ACSI) customer satisfaction score calculation. This calculation is an average calculated by considering different weights for each of these parameters and also industrial standards.


If you’re interested in getting precise American Customer Satisfaction Index (ACSI) customer satisfaction scores, you must commission a custom American Customer Satisfaction Index (ACSI) research program. In case you have a budget constraint, you can always do it yourself by calculating the index and deriving the benchmark.


The image above is the survey and modeling technique which clearly suggests that the arrows indicate influence, i.e., the factors that drive customer satisfaction can directly control customer loyalty.

American Customer Satisfaction Index (ACSI) Methodology

  1. American Customer Satisfaction Index (ACSI) is an index based on three different values: Customer expectations, perceived quality, and perceived value. These parameters consider different aspects of customer satisfaction. The weight for each of these factors is calculated using a proprietary technology.

  2. Customer expectationsevaluate what the customer considered the product or service to be and what did they actually experience. These expectations can be formed either from word-of-mouth or prior market research or belief in an organization’s previously proven reputation.

  3. Perceived quality is a parameter that evaluates customer experience in the recent past. It depends on how competitive the market is and whether the customer has experienced the competitor products or services and also on the frequency of usage.

  4. Perceived valueis the standard of product or service in comparison to cost paid by the customers. Value, generally, impacts the first purchase but over a period of time becomes less impactful when it comes to building and maintaining customer satisfaction.

  5. Customer complaintsare those customers who feel there’s a huge gap between what they were promised and what they were delivered. This gap can lead to displeasure which is key to customer satisfaction as higher displeasure indicate lower customer satisfaction levels.

  6. Customer loyaltyis decided on the basis of likeliness of a customer repurchasing from the same organization and irrespective of cost linked to various products and services offered by this organization.

Key American Customer Satisfaction Index (ACSI) Derivations

Established two decades ago, American Customer Satisfaction Index (ACSI) produces multiple inferences for all organizations as well the performance of U.S economy.

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