The how-to guide for your customer satisfaction rating

What is the ‘customer satisfaction rating’?

Customer Satisfaction (CSAT) rating indicates how your customer relationship management initiatives are performing. There are various customer touchpoints in the customer journey; you have before purchase, during purchase, and after purchase touchpoints, making it a challenge to have a smooth customer experience throughout.

Customer Satisfaction Score (CSAT), one of the easiest methods for measuring customer satisfaction, measures CSAT for purchase experience, quality of interaction, etc. The Net Promoter System created by Fred Reichheld helps you understand how customers feel about your organization and their willingness to endorse it to their friends, colleagues, and loved ones. Measuring your CSAT score through customized surveys helps in knowing how well your customer support teams are doing. Excellent customer service ensures satisfied customers that stay loyal to your brand. Customer satisfaction (CSAT) score questions can be customized to look into different aspects and understand what’s working and what’s not. This versatility is why market researchers prefer CSAT questions. It is typically measured by asking your customers the question – ‘How satisfied are you with our services?’, or ‘How satisfied are you with the purchase experience?’, etc. The answer is recorded on a rating scale of either 1 – 3, 1 – 5, or 1 – 10.

customer-satisfaction-rating-question-example

Market researchers usually prefer the five-point scale, the ratings being 1 for ‘extremely or very dissatisfied’ and 5 ‘extremely or very satisfied.’ The respondents’ individual selection from the choices is the reported metric. Individual preferences are added and reported as a percentage of the total of responses divided by the defined time frame on an aggregate scale.

Types of scales for rating customer satisfaction

Rating scales help measure customer satisfaction precisely in online customer satisfaction questionnaires. Researchers can use three, five, seven, ten, and eleven point rating scales. Which rating scale is ideal to use depends on the type and focus of the research undertaken.

3-point rating scale

This scale is used when there’s a constraint on the visual space. It helps captures relevant data from your respondents and is visually appealing. Cluttered surveys are off-putting and have very low response rates and survey completion rates. Use simple survey questions to improve response rates and gather maximum customer feedback.

5-point rating scale

Preferred by many researchers for its reliability, the 5-point scale delivers great results with unipolar scales. This scale comes handy in gathering customer feedback on customer satisfaction for new products and services.

7-point rating scale

Preferred equally as the 5-point scale by researchers, this scale works the best with bipolar scales. In case you measure customer satisfaction for any newly launched products or services, this rating scale is ideal.

10-point rating scale

The 10-point scale works best when the intent is to gather granular data. In this scale, 9 and 10 are indicative of total customer satisfaction. Researchers can further distinguish and deliberate between the two ratings for refining customer processes further.

11-point rating scale

This rating scale measures CSAT from 0-10 and is used as customers find it simpler to rate their satisfaction. Many organizations and researchers globally use this rating scale as it helps express their satisfaction more precisely.

Which metrics are commonly used to measure and rate customer satisfaction?

When it comes to measuring CSAT, there are 7 key metrics:

  1. Customer Effort Score (CES)
  2. Net Promoter Score (NPS)
  3. Customer service satisfaction (CSS)
  4. Customer Satisfaction Score (CSAT)
  5. Customer Churn Rate (CCR)
  6. Customer Health Score (CHS)
  7. Customer reviews

Check our key CSAT measurement metrics blog to know about these in detail.

Why is rating CSAT important?

Collected customer feedback helps understand what you might be missing out on in providing a great customer experience. CSAT surveys help you do just that. Using CSAT rating in your online surveys is essential as it allows brands and organizations to:

  • Identify trends
  • Reduce customer acquisition cost
  • Boost customer retention
  • Set priorities
  • Maintain customer loyalty
  • Nurture promoters

Check our importance of CSAT blog to know more about this in detail.

Don’t forget to check our CX management platform; it provides real-time insights that help you deliver exceptional customer experiences.