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Customer Satisfaction (CSAT)

Customer Satisfaction (CSAT) is a key performance metric that businesses use to measure how well they are meeting the needs and expectations of their customers.

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Retail KPI Example - Customer Satisfaction (CSAT) Metric

Customer Satisfaction (CSAT) is a key performance metric that businesses use to measure how well they are meeting the needs and expectations of their customers. 

In a highly competitive marketplace, ensuring high levels of customer satisfaction is crucial for building customer loyalty, improving retention rates, and driving business growth.

However, measuring CSAT can be more complex than it seems, as there are a variety of factors that can impact a customer's satisfaction levels. 

We'll explore what CSAT is, why it's essential, and how you can effectively measure and analyze it to improve your customer experience and drive business success.

What Is CSAT (Customer Satisfaction)?

Customer satisfaction is a multi-dimensional concept that involves more than just measuring how happy customers are. CSAT measures the overall satisfaction of customers with a product, service, or interaction with a company based on a range of factors, such as ease of use, quality, reliability, and customer service.

How Do You Calculate the CSAT Score?

To calculate a customer satisfaction score (CSAT), you typically ask customers to rate their satisfaction on a scale of 1-5 or 1-10. 

The responses are then tallied, and the percentage of customers who rate their experience positively (usually 4 or 5 on a 5-point scale or 8, 9, or 10 on a 10-point scale) gets calculated. 

This percentage is the CSAT score. For example, if 100 customers respond to a survey and 80 of them rate their experience positively, the CSAT score is 80 percent. 

Key Components 

When designing a method to measure CSAT, it's essential to consider the factors most significant to your customers and your business. 

For example, if you run an eCommerce business, you may want to focus on factors such as the ease of navigation on your website and the speed of delivery. If you run a restaurant, you may want to focus on components like food quality, customer service, and ambiance.

By understanding the different components of CSAT and the various ways to measure it, businesses can better understand their customers' needs and preferences and make data-driven decisions to improve the customer experience.

When To Use Customer Satisfaction Score

CSAT surveys are typically conducted after a specific interaction or touchpoint, but there are a few key moments where sending a CSAT survey can provide valuable insights.

After a Certain Point of Completion

CSAT is best used after a meaningful part of the customer lifecycle has been completed. This helps to connect customer insights to business questions and measure the effectiveness of crucial moments, such as user onboarding. 

Sending a satisfaction survey at the end of onboarding can help capture valuable feedback on how to improve the onboarding experience.

Before Subscription Renewal

Six months before renewal is an important checkpoint for sending a satisfaction survey. This allows you enough time to act on feedback before the customer's subscription renewal. 

Conducting CSAT surveys on a time-based schedule makes it easy to ask the question multiple times and at multiple touchpoints, providing a constant feedback loop.

After a Customer Support Interaction

CSAT surveys can also be utilized immediately following customer support or educational interactions. By asking a satisfaction question after a customer engages with an informative article or gets support from a representative, you can obtain valuable feedback on the effectiveness of these methods. 

This allows you to understand specific areas of the customer journey better, identify potential pain points, and improve the overall customer experience. 

By measuring customer satisfaction after each interaction, you can continually assess and refine your approach to ensure that your customers receive the best possible service and support.

Measuring CSAT

There are several different methods that businesses can use to measure CSAT, including surveys, feedback forms, social media, and online reviews. However, the most common practice is through surveys.


When designing a CSAT survey, there are several key factors to consider. First, it's important to keep the survey short and simple, focusing on the most critical factors likely to impact customer satisfaction. 

Second, the questions should be straightforward and easy to understand, avoiding jargon or technical language. The survey questions may also be open-ended, allowing customers to provide more detailed feedback on their experiences.

Third, it's essential to use a consistent rating scale throughout the survey, such as a 5-point/ 10-point scale or a percentage score mentioned earlier, to ensure consistency in the data.

In addition to the survey questions themselves, it's also critical to consider the timing and delivery of the survey. For example, surveys can be delivered immediately after a customer interaction. 

That could be during a purchase or a customer service call, or they can be sent out at regular intervals, such as every three months. The delivery method can also vary, such as through email, SMS, or through a pop-up on a website.

Other Methods To Measure CSAT

Here are other ways that you can measure the CSAT:

Feedback Forms

Similar to surveys, feedback forms can be used to collect feedback from customers. However, they are typically shorter and less formal than surveys and may be presented in different formats, such as cards or comment boxes. 

Feedback forms can be helpful for capturing feedback at the point of interaction, such as after a purchase or at the end of a customer service call.

Online Reviews

Online reviews, such as those on Yelp or Google, can be a valuable source of information about customer satisfaction. While online reviews may not provide a complete picture of customer satisfaction, they can be useful in identifying common issues or areas for improvement. 

However, it's essential to keep in mind that online reviews may be biased and may not reflect the opinions of all customers.

Net Promoter Score (NPS)

The NPS measures customer satisfaction and loyalty. The NPS consists of one question: "On a scale of 0-10, how likely are you to recommend our company to a friend or colleague?" 

Customers are then classified into three groups: Detractors (0-6), Passives (7-8), and Promoters (9-10). You can calculate the score by subtracting the Detractors percentage from the Promoters percentage. The NPS can be useful for tracking customer loyalty over time.

Customer Effort Score (CES)

The CES measures how easy it is for customers to do business with a company. The CES is based on a single question: "How easy was it to resolve your issue?" Customers are then asked to rate their experience on a scale from 1-5. 

The CES can be useful for identifying areas where customers may be experiencing frustration or difficulty and for identifying opportunities to simplify processes where possible.

Overall, while surveys are the most common method for measuring CSAT, it's important to consider a variety of different methods to get a complete picture of customer satisfaction.

What's a Good CSAT Score?

CSAT scores can vary depending on the industry, customer expectations, and the type of product or service offered. Therefore, what constitutes a good CSAT score can vary significantly across industries.

For example, according to a 2021 survey by the American Customer Satisfaction Index (ACSI), the average CSAT score for the overall retail industry was 75.1 out of 100. 

However, certain retail industries, such as supermarkets and department stores, had higher scores (78 and 76, respectively) compared to specialty retail stores (73) and online retailers (74). 

Additionally, industries such as airlines, hospitality, and healthcare typically have lower CSAT scores than retail due to their complexity, regulatory requirements, and higher customer expectations.

Comparing Scores

While comparing CSAT scores across industries can be helpful, it is essential to consider the specific customer expectations and the type of product or service offered. 

For instance, in the healthcare industry, patients may have different expectations than retail customers. In the healthcare industry, a CSAT score of 70 percent or above is considered to be good, while in retail, a CSAT score of 80 percent or above is generally considered good.

Another factor to consider is the type of product or service offered. In industries where customer loyalty is high, such as telecommunications and utilities, CSAT scores can be lower since customers may not have other options available. 

Conversely, in industries where customer loyalty is low, such as banking and insurance, CSAT scores can be higher since customers have more options available, and companies need to compete to retain them.

Essentially, what constitutes a good CSAT score varies widely depending on the industry, customer expectations, and the type of product or service offered. 

While you should monitor and strive for high CSAT scores, it is equally important to consider the specific context in which the score is calculated. 

Analyzing the Data

Another key consideration when measuring CSAT is how to analyze the data. Companies should analyze CSAT scores alongside other retail metrics, such as customer retention and customer lifetime value, to get a comprehensive understanding of their customer experience.

Once the survey responses are collected, analyze the data to identify trends and areas for improvement. 

Look at the overall CSAT score, as well as individual responses and comments. See if you can find common complaints or issues.

Analyzing CSAT data is an ongoing process, and it's essential to regularly review and update your approach based on new data and changing customer needs. 

By regularly measuring and analyzing CSAT data, businesses can identify areas for improvement and take action to enhance the customer experience.

Factors That Influence the CSAT Data

When analyzing CSAT data, remember that various factors, such as the time of day or the type of interaction, may influence scores. 

To account for this, segment the data by different variables, such as time of day or type of interaction, to get a more accurate picture of customer satisfaction.

How To Use CSAT Data to Improve Company Operations

Customer satisfaction data is only valuable if you use it to drive improvements in the customer experience. 

Here are some best practices for using CSAT scores to identify areas for improvement and drive customer-focused initiatives:

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Identifying Areas To Improve

The first step in using CSAT data to improve the customer experience is to identify the areas that need improvement. 

Look for patterns and trends in the data to identify areas where customers are consistently dissatisfied. Consider segmenting the data by customer type, product or service, location, or other relevant factors to identify specific areas for improvement.


Once you've identified the areas that need improvement, prioritize them based on their potential impact on the customer experience. Consider the resources required to address each area, as well as the potential benefits.

Develop an Action Plan

Develop a plan to address the identified areas for improvement. This may involve changes to products or services, updates to policies or procedures, or training for employees. Be sure to involve all relevant stakeholders in the planning process and communicate the plan to all employees.


Implement the plan to address the identified areas for improvement. Be sure to monitor progress and make adjustments as needed.

Track Results

Continuously track CSAT scores to monitor the impact of your efforts. Compare your scores over time and against industry benchmarks to measure progress and identify areas for further improvement.

Challenges With CSAT 

Measuring customer satisfaction is essential for businesses to understand their customer experience and identify areas for improvement. 

However, gathering and calculating accurate data for CSAT scores can be challenging. In this section, we will discuss four common challenges businesses face when calculating or collecting data for CSAT scores.

Data Collection

First, one of the main challenges is collecting sufficient and representative data. Businesses must ensure they are collecting data from a diverse group of customers to obtain an accurate reflection of the entire customer base. 

This requires reaching out to a large sample of customers and ensuring that the sample is representative of the customer population.


Second, getting customers to respond to surveys can be challenging. Customers may be reluctant to respond to surveys or may provide inaccurate information, leading to biased results. 

Businesses must employ effective strategies to encourage customers to participate in surveys and ensure that the questions are clear and easy to understand.

Defining the Questions

Third, defining the right questions to ask in a CSAT survey can be challenging. The questions must be specific and relevant to the product or service being evaluated and provide actionable insights businesses can use to improve the customer experience.

Lastly, analyzing and interpreting the data can be a complex and time-consuming process. Businesses must have the right tools and resources to analyze the data effectively and identify trends and patterns. 

They must also ensure that the data is accurate and that any outliers or anomalies are appropriately addressed.

In general, these are all critical components of obtaining accurate CSAT scores. By addressing these challenges, businesses can receive valuable insights into their customer experience and make informed decisions to improve their products and services.

CSAT Pros and Cons

Customer satisfaction score (CSAT) is a valuable tool for businesses to gauge how well they are meeting the needs of their customers. However, like any tool, it has its pros and cons.


Here are the ways that CSAT offers an advantage to businesses:

Easy To Use

One of the biggest pros of using CSAT is that it provides a simple and easy way to measure customer satisfaction. 

With a single question, businesses can effectively understand how their customers feel about their products, services, or experiences. This allows companies to take action to address potential issues. 


Another advantage of CSAT is that it is flexible. Companies can use it at different points of contact throughout the customer journey, such as after onboarding, during customer support interactions, or before renewal. 

This flexibility allows businesses to tailor their surveys to their specific needs and gain an understanding of different stages of the customer experience.

Real-time Knowledge

Additionally, CSAT surveys can be conducted quickly and easily, allowing businesses to gather real-time feedback. This enables companies to respond promptly to customer feedback and make changes to their products or services based on that feedback.


Despite the benefits, there are also some potential drawbacks to using CSAT. 

Only Measures Immediate Feelings

One of the main concerns is that it only measures a customer's immediate satisfaction with a specific touchpoint or experience. 

That means it may not provide a comprehensive picture of the customer's overall satisfaction with the company or brand.

In addition, CSAT surveys may not capture the full range of customer sentiment. Customers may not always be able to articulate their feelings in a single question or may not want to provide negative feedback for fear of being perceived as difficult or uncooperative.

Influenced By Outside Factors

Another potential disadvantage is that CSAT scores can be influenced by factors outside the company's control, such as a customer's mood or expectations. That can make it difficult to get an accurate representation of customer satisfaction levels and may lead to misleading results.

Survey Fatigue

Finally, there is also the risk of survey fatigue, where customers may become overwhelmed with too many surveys and stop responding altogether. This can result in skewed or incomplete data and make it difficult for businesses to accurately measure customer satisfaction.

While CSAT is a valuable tool for businesses to measure customer satisfaction, it's crucial to recognize its limitations and consider the potential drawbacks before implementing it as part of a customer feedback strategy. 

Through using CSAT in conjunction with other feedback tools and techniques, businesses can gain a more comprehensive understanding and make informed decisions to improve the customer experience.

Real Worlds CSAT Examples

Here are a few real-world examples of companies that send out CSAT surveys to take customer satisfaction:

Apple: Apple is known for its exceptional customer service, and its high CSAT score is a reflection of this. The company regularly sends out CSAT surveys after customer support interactions to gather feedback and improve the customer experience. 

The company also uses CSAT to track customer satisfaction with its products and services, allowing them to make data-driven decisions about product development and customer support.

Airbnb: Airbnb uses CSAT to measure guest satisfaction with their stays. After a guest checks out, Airbnb sends them a CSAT survey to rate their overall experience, as well as specific aspects like cleanliness and communication with the host. 

AmazonAmazon uses CSAT to gather feedback on its products and services, as well as its customer support. After a customer makes a purchase or contacts customer support, they may receive a CSAT survey to rate their experience. 

Amazon also uses CSAT to monitor the performance of its third-party sellers, encouraging them to maintain high levels of customer satisfaction to stay competitive on the platform.

Survey Question Examples

Here is a list of sample questions that could appear on a CSAT survey:

  1. On a scale of 1-10, how satisfied are you with your recent purchase/service experience?
  2. Did we meet your expectations?
  3. How likely are you to recommend our company to a friend or colleague?
  4. How satisfied were you with the quality of the product/service?
  5. How satisfied were you with the ease of use of our product/service?
  6. How satisfied were you with the friendliness and helpfulness of our staff?
  7. How satisfied were you with the speed of service or response time?
  8. How satisfied were you with the overall value for the price you paid?
  9. How satisfied were you with the level of communication you received from us?
  10. How likely are you to continue doing business with us in the future?
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Final Thoughts on CSAT 

The following are some of the best practices to remember regarding CSAT.

Involve employees at all levels: Improving the customer experience requires a team effort. Involve employees at all levels and provide training and resources as needed.

Communicate with customers: Keep customers informed of changes you're making based on their feedback. Let them know you're listening and acting to improve the customer experience.

Use multiple sources of feedback: CSAT data is just one source of feedback. Consider using other methods, such as social media monitoring, customer feedback forms, or customer service call monitoring, to gain a more complete understanding of the customer experience.

Continuously review and update your approach: The customer experience is constantly evolving. Continuously review and update your approach based on new data and changing customer needs.

Using CSAT data to drive customer-focused initiatives is an ongoing process that requires a commitment to continuous improvement.

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