The cus­tomer sat­is­fac­tion score, or CSAT as it's often called, intends to mea­sure a customer's sat­is­fac­tion with the ser­vice received. In its sim­plest form, CSAT is expressed as a per­cent­age between 0 and 100, with 100% rep­re­sent­ing com­plete cus­tomer sat­is­fac­tion. There can be a large vari­ance between the CSAT scores of com­pa­nies in a given indus­try, or at the same com­pany over time. Many com­pa­nies that boast high cus­tomer sat­is­fac­tion are those with CSAT scores in the upper 80's or 90's, though how this is mea­sured can be very tricky.

1. Increase
Customer Satisfaction
T
e customer service satisfaction rate, or CSAT as it’s often
h To improve CSAT, representatives
called, intends to measure a customer’s satisfaction with the should be encouraged to:
service received.
Build rapport from the

In its simplest form, CSAT is expressed as a percentage between 0 beginning of the customer
and 100, with 100% representing complete customer satisfaction. contact with a friendly,
There can be a large variance between the CSAT rates of companies professional communication
in a given industry, or at the same company over time. Many style.
companies that boast high customer satisfaction are those with
CSAT scores in the upper 80’s or 90’s, though how this is measured Use positive language that

can be very tricky. reflects an attitude of service.
Be polite and focus on what can
CSAT is often determined by a single question in follow-up surveys be done to help the customer
along the lines of “How would you rate your overall satisfaction rather than what cannot.
with the service you received?” This is often graded on a scale of
one to five, with a score of one representing “very dissatisfied” and Consider ways to add value

five representing “very satisfied.” All surveys are then averaged for to the customer contact such
a composite CSAT score. Some organizations set their standard at a as pointing the customer to
4-out-of-5; any customer who provides a score of 3 or less triggers a additional online resources,
callback from a manager or QA team member.
demonstrating tips to get the
best value from a product or
This methodology doesn’t take into account that many mildly service, or the ability to track the
satisfied or mildly dissatisfied customers don’t tend to complete progress on a service ticket from
surveys. It also fails to differentiate specific factors that contribute the company’s website.
to customer satisfaction, such as good value (the quality and
quantity of the service for its price), how closely the customer’s
expectations are met, and how valued the customer feels at the end
of a transaction with this company. This lack of detail can skew CSAT
results in either direction. For more information contact:
Impact Learning Systems International
As with other metrics, one of CSAT’s most useful purposes is to track % 800.545.9003
the correlation between changes in training or procedures and the % 805.781.3283
info@impactlearning.com
satisfaction of customers. As long as the method used to measure www.impactlearning.com
satisfaction does not change between pre- and post-change surveys,
CSAT can help companies determine the effect of new initiatives on
their customers’ satisfaction.