A customer satisfaction score collects consumer satisfaction levels through a one-question survey. CSAT score questions ask customers to rate their satisfaction on a brand’s products, services, or overall experience. Customers answer based on a scale from “extremely unsatisfied” to “extremely satisfied.”
CSAT questions give you direct access to the mind of a customer. Part of the appeal of CSAT surveys is simplicity. There’s no need to spend hours interviewing customers to find out how they felt about their interaction with your business.
Customer satisfaction ratings provide fast, accessible data on the experiences of your customers. Reasons you should consider CSAT scores include:
The easiest way to measure satisfaction is through a survey. Simple, one-question customer satisfaction score surveys take minutes to create. QuestionPro even offers ready-made templates, so you don’t have to waste any time collecting opinions.
Once you’ve set up a CSAT question, calculating your CSAT score is easy. To get your overall score, divide the number of satisfied customers by the number of respondents. These customers include those who answered “satisfied” and “extremely satisfied.” Multiply this number by 100 to get the percentage of satisfied customers.
Let’s say you run an e-commerce store. You ask people who buy from your shop to rate the checkout experience. Of the 500 people who answer the survey, 250 say they were either “satisfied” or “extremely satisfied” with the process. By dividing 250 by 500, you get 0.5. Multiply this number by 100, and you have a customer satisfaction score of 50%.
The simple nature of CSAT scoring means customers only need to answer a short question or two about their experience. It’s easy for them to understand and easy for you to design.
Set up your questions using a CSAT score scale. You assign values from 1-5 based on the answers to your question. In most CSAT surveys, this means the scale runs from extremely unsatisfied (1) to extremely satisfied (5). You can also use a 10-point scale, where 1 is extremely unsatisfied and 10 is extremely satisfied.
Be wary of using a CSAT scale that’s too long. Although more options allow for more nuanced responses, you risk pushing customers away. When they see many options for one question, they tend to lose interest. This is especially true for mobile users.
You’ll also want to avoid inverting your scale. People are programmed to view low as bad and high as good. By switching the values, with 1 being extremely satisfied and 5 being extremely unsatisfied, you risk respondents choosing the opposite of their real opinion on accident.
A customer satisfaction score isn’t the only method you can use to determine satisfaction. Net Promoter Score (NPS) provides a look at the number of customers likely to recommend your brand to family and friends. These customers are known as promoters. Those who would not recommend your brand represent brand detractors.
You can calculate NPS using a simple survey utilizing a 10-point scale to ask a customer if they would recommend your brand, products, or services to friends. The biggest difference between CSAT scores and NPS lies in the focus of the question. CSAT survey questions target specific interactions with customers. NPS questions look for a broader view of brand loyalty and customer satisfaction.
For example, you might send a CSAT score survey to a customer who recently spoke with customer service. You tailor the question to find out the customer’s satisfaction with your service department and representative. However, in an NPS survey, you ask customers if they’ll refer friends to your brand or products based on their overall experiences with the company.
You can measure customer satisfaction at any time you interact with consumers. This includes touchpoints before prospects become customers. You can also use CSAT as a follow-up to encourage past customers to return.
Some important checkpoints for satisfaction:
You can get started evaluating your customer satisfaction score using QuestionPro. Sign up for a free account and start sending CSAT surveys today.