Standard : Customer Satisfaction Score (CSAT)

Description

Customer Satisfaction Score (CSAT) measures how satisfied customers are with a product, feature, or interaction, typically through a short survey. It provides a direct, near-real-time indicator of perceived value and experience quality.

How to Use

What to Measure

• Survey responses on a standardised scale (e.g. 1–5 or 1–7).
• Trigger surveys after key interactions like onboarding, feature use, or support resolution.

Formula

CSAT (%) = (Number of Satisfied Responses ÷ Total Responses) × 100

Example: 180 out of 200 respondents score 4 or 5 → CSAT = 90%.

Instrumentation Tips

• Trigger surveys contextually and keep them short.
• Collect optional qualitative comments for insight.
• Segment scores by cohort, product area, and geography.

Why It Matters

• Leading indicator: Predicts churn, retention, and NPS trends.
• Experience health: Identifies friction points across journeys.
• Prioritisation input: Helps focus roadmap efforts where dissatisfaction is high.

Best Practices

• Use consistent scales across teams to allow comparison.
• Combine quantitative scores with qualitative “why” feedback.
• Close the feedback loop by acknowledging and acting on input.

Common Pitfalls

• Over-surveying and causing fatigue or bias.
• Ignoring context (different touchpoints may yield different scores).
• Treating CSAT in isolation without looking at behaviour or retention.

Signals of Success

• Upward CSAT trend after targeted improvements.
• Positive correlation with retention and conversion metrics.
• Customer feedback themes actively shaping roadmap.

Related Measures

• [[Net Promoter Score (NPS)]]
• [[Customer Retention Rate]]
• [[Time to First Value]]