By Laia Cardona, on 22 December 2022
In marketing there are many metrics that help to determine if the strategies being followed are effective or not, one of them being the customer satisfaction score or CSAT. But what exactly is this score and how is it used?
Definition of Customer Satisfaction Score (CSAT)
The customer satisfaction score (CSAT) groups actions that aim to know the degree of customer satisfaction after purchasing or interacting directly with the company. To obtain this data it is very common to use surveys or forms where the customer can give a score.
When this tool is used at different points in the customer's journey, it is possible to quickly detect what should be improved.
Keep in mind that it is not the same as the NPS or Net Promoter Score, as this measures the overall loyalty of the consumer to your brand.
How to Calculate the Customer Satisfaction Score
To calculate the customer satisfaction score, you have to average the results obtained in the surveys. This is easy when using numerical ratings, as you only need to add up all the scores and divide them by the total number:
Sum of the scores / Total number of ratings obtained = CSAT
When surveys do not use numerical ratings, the number of satisfied customers based on their comments or responses should be counted up. This number should be divided by the total number of customers surveyed and then multiplied by 100:
(Number of positive ratings / Total customers surveyed) x 100 = CSAT
Advantages and Disadvantages of the Customer Satisfaction Score
Knowing the customer satisfaction score allows you to quickly and easily identify areas for improvement. Another strength is that response rates tend to be high, especially when there are few questions.
However, this tool also has its disadvantages, one of them being that the results obtained will always be very subjective and are a reflection of a short-term feeling. That is to say, often the customer has a bad opinion of the brand just because of a bad experience at a specific moment in the purchase process or because of how he/she felt that day. It should also be noted that there are customers who might decide not to fill out the survey because they feel they have nothing to say.
All this means that the CSAT is a piece of data that can help a brand, but the result should not be taken as indisputable.
How to Analyze the Customer Satisfaction Score (CSAT)
If the surveys have been carried out and the results are already on the table, the ideal would be to analyze the rating of each of the questions, as this will show the degree of customer satisfaction in a specific aspect. If there is something wrong, you need to find out what impact this has on customers and how it might affect the company.
Once everything has been analyzed, the information should be passed on to the team responsible for that part to assess what needs to be improved or changed to increase customer satisfaction.
And the results obtained should always be compared with those obtained the last time this study was carried out. In this way it will be possible to know in which aspects the company has improved and in which it has not.