The CSAT score has long been beloved by CX experts, who consider it the best way to get a general sense of how satisfied customers are with an experience with a company. The reasons behind a customer’s satisfaction levels are then typically found by asking follow-up questions after the initial response.
For example, if a customer identifies that they are satisfied/very satisfied or dissatisfied/very dissatisfied, Sogolytics’s Question Display Logic allows for users to display a text box that prompts the customer to then explain why they chose their response. This allows for greater understanding of customer satisfaction levels through Text Analysis, Natural Language Processing, and Sentiment Analysis!
Step 1: Run a CSAT Survey and collect responses
It’s the starting point for this calculation, and where you’re going to get a lot of information you’ll need to make better decisions later.
It can start with a simple question: How satisfied are you with your experience today?
Once you’re done, you’ll want to count the total number of responses you received as well as the number of responses within each category.
Step 2: Get your totals organized
The totals are important for the calculation you’re going to be doing in the next step. This is why it was important to know your individual totals, as noted in the last step. Specifically, the “very satisfied” and “satisfied” totals will be used coming up soon, but don’t go swiftly past this step! It’s already giving you valuable data. You can see in the example above, you didn’t receive a 100% with your customers, so we know there is some work to do. While some of the other totals won’t be used individually, the dissatisfied/very dissatisfied responses can be a way for you to delegate clients to the support team for additional support to create a better experience. You may be able to turn your “neutral”, “dissatisfied”, and “very dissatisfied” customers into “satisfied” or “very satisfied” the next time around!
Use this step to help you deal with potential issues before they become negative reviews that will hurt your online reputation.
Step 3: Calculate your CSAT score
Here’s another very important step, and the end result that most are waiting for. You’re going to take the totals from the previous step to calculate your CSAT score.
You have two options here:
- Getting the Composite CSAT score – this is where you simply take the total satisfied customers (which include “satisfied” and “very satisfied”) and divide it by the total number of responses you received.
In our example picture, this would be 88/111 = 0.793 (rounded). This aggregate score can be used alone if your goal is 1.0, or you set your benchmarks to a certain number (like 0.90) to compare your score against as a measure of success.
- Get the CSAT score percentage – this calculation takes the Composite CSAT score and then multiplies it by 100 to get the easily digestible percentage.
In our example, this would be (88/111) x 100=79.3% (rounded). The percentage is then used in a way that’s recognizable. Based on this percentage, you are aware how close to 100% you are, and so this form has become the most widely used CSAT score in CX strategies.
Use your CSAT score!
Of course, it’s great to know the background mechanics of the CSAT score, so that you truly know what it’s telling you and how. (Learn more about CSAT in our User Guide!)
It’s even better, however, to have a powerful customer experience management software behind you that will automate these calculations and leave you with comprehensive reports to inform actions! Don’t know where to start? We’re here to support your efforts!
