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What is CSAT?

CSAT, also known as customer satisfaction score, is used to track how satisfied customers are. CSAT measures customer satisfaction within a business whether this is through a purchase or interaction.

Many businesses could benefit from using a customer satisfaction score, as it allows them to see what customers think of their business and the areas they need to improve on. CSAT is obtained by asking simple questions, such as:

  • How satisfied are you with our service?
  • On a scale of 1-5, how satisfied are you with your experience?

If you’re unfamiliar with CSAT and want to learn more about how it could benefit your business, continue reading.


How Can You Calculate the Customer Satisfaction Score?

The customer satisfaction score is the sum of all the positive responses you receive divided by the number of responses collected multiplied by 100. This result will leave you with the overall percentage of customers who are satisfied with your business.

For example, if you received 40 responses in total and 25 were positive, your customer satisfaction score would be 62.5%. This shows you that most of your customers are satisfied with your services. However, it also shows you that there is an area for improvement.

You might be wondering what is considered a good CSAT score - anything between 75% to 85% is classed as a good customer satisfaction score.


Why is a CSAT Score Important?

Although CSAT scores aren’t a legal requirement for businesses, they can greatly benefit your company. Providing your customers with the choice of completing a customer satisfaction survey shows that you prioritise your customers.

For example, say you think that your customers are happy with your services but you receive multiple complaints or bad reviews, this can leave you wondering. This is where a CSAT comes in.

If you have a low customer satisfaction score, then you will quickly realise that you are doing something wrong or need to improve in certain areas.

You can follow your survey up with a question that allows your customers to leave a comment on why they gave you the score they did. Doing this can help give you a better understanding of your customer's thoughts, feelings and views towards your business.


Improving Your Customer Satisfaction Score?

To improve your customer satisfaction score, you must focus on customer needs, improving your service quality and consistently meeting or exceeding customer expectations.

There are many different ways you can improve your CSAT, whether it be through employee training or surveys and feedback forms. If you feel like your CSAT results are too low, then investing in regular training for customer service can be a great way to improve your score.

If you provide your customers with a form and the reason behind your low score is bad customer service, then you can resolve this by providing your employees with more customer service training.

Surveys and feedback forms are another great way to improve your CSAT. Make sure that you regularly collect feedback through surveys or questionnaires so that you have a better understanding of your customer's needs and preferences.

If multiple customers make a complaint about a certain product or service, ensure that you regularly update and improve the products or services based on your feedback and market trends.

It’s important to stay up to date with the latest market trends so that you keep your competition to a minimum.


When Should You Use a CSAT?

There are various circumstances when you can use a customer satisfaction score, including;

  • When a customer registers with your business after purchase (e.g. registering for an account to purchase products)
  • After customer service interactions
  • Before renewal

For example, say a customer registers with your business, you could use a customer satisfaction survey at the end to see how satisfied they were with the registration process.

Moreover, if a customer has recently purchased from you, then this would be another great time to ask them to complete a CSAT, this can be regarding the product they have purchased to see how satisfied they are with it.

When you or your employees interact with customers, whether this be online or in person, you could benefit from asking them to fill in a customer service questionnaire.

This way, you will be able to gain a better understanding of how your customer service is and what you can do to improve.

Finally, if a customer is due to renew their subscription soon (preferably 6 months beforehand), then you are best asking them to fill in a CSAT. This is because it gives you more than enough time to review the customer's feedback and act on it before you get to the renewal phase.

These are just some of the many times when you can use a CSAT to see how you are doing in different aspects of your business. Keep reading for an example of a customer satisfaction score.


Example One:

Say for example you work in the hospitality industry and are designing a customer satisfaction score, there are different things you can include to have a better understanding of your customer's satisfaction.

Customer Service Survey

This is just an example of how a customer satisfaction form could look. Remember to base your questions on your business and the services you provide.

This form is ideal if you are looking to gather customer satisfaction for a range of different things in one go.


Example Two:


This is another way you can present your customer satisfaction form. This is ideal if you are asking about a certain area of your business. For example, if you want to know how satisfied a customer is with a product or service, then this is the ideal CSAT to use.

If you feel you are struggling with customer satisfaction but don’t know why or what you can do to improve their experience, then a CSAT survey could be the solution for you!

Here at Max Contact, we can help you improve your CSAT scores by supporting your customer service teams.

We can provide you with the tools and insights you need to deliver exceptional customer service at all times. Better customer service means more satisfied customers, which means a better CSAT score.

We can help you to:

  • Give a better experience to your teams and customers
  • Maximise efficiencies with built-in communication workflows
  • Route customers to the right place, first time

So if you are looking to improve your customer service teams but don’t know where to start, we at Max Contact are here to help.

Daniel Harding
Post by Daniel Harding
Daniel is the Director of MaxContact Australia. Since launching the business in Australia with its first clients in 2019, it has rapidly grown to become the solution of choice for businesses across Australia and New Zealand. Daniel has a comittment to ensuring that MaxContact Australia continues to grow whilst delivering value for all customers.