Create your Customer Satisfaction (CSAT) Survey

What is a Customer satisfaction survey?

Customer satisfaction score (CSAT) is a key performance indicator that measures how satisfied customers are with a company’s products, services, or experiences. Expressed as a percentage, CSAT is calculated based on customer responses to specific survey questions.

How is CSAT measured?

CSAT is measured by asking your customers individually one or more variants of the question:

How satisfied are you with your experience with the [product/company]

Other variants

• How would you rate your overall experience with our company?
• How would you rate your overall experience with the services you received?
• How was your experience with our customer support?
• How easy was it to find the information you were looking for?
• How likely are you to purchase from us again?

Respondents reply on a 5-point Likert scale, with 1 being strongly disagree and 5 being strongly agree, binary scales (yes/no), or emoticon scales (😁 or 😞).

Why is CSAT useful?

CSAT is a valuable metric for several reasons:

• Direct Feedback: It provides immediate, straightforward feedback on customer experiences.
• Actionable Insights: High or low scores can quickly signal where improvements are needed.
• Customer Retention: Satisfied customers are likelier to return and recommend your business to others.
• Benchmarking: CSAT scores can be compared over time or against industry standards to gauge performance.
• Competitive Edge: Companies that prioritize customer satisfaction can differentiate themselves from competitors.

How to use this template?

You can use this template as is or edit it to suit your needs. Customize the questions, rating scale, and design to align with your brand and objectives.

How is CSAT calculated?

$$\%~CSAT~Score = \frac{Respondents~giving~a~score~of~4~or~5} {Total~Responses} * 100$$

OR

$$\%~CSAT~Score = \frac{Respondents~selecting~a~happy~face~or~Yes} {Total~Responses} * 100$$

How do we interpret CSAT scores?

CSAT scores are typically expressed as a percentage, with higher scores indicating greater satisfaction.

• 80-100%: Excellent. Customers are delighted with their experience.
• 60-79%: Good. Most customers are satisfied, but there is room for improvement.
• 40-59%: Fair. Satisfaction levels are average, and improvements are needed.
• 0-39%: Poor. Customers are dissatisfied, and immediate action is required.

Contextualizing CSAT scores within your industry is essential. For example, a CSAT score of 70% might be excellent in the airline industry but average in the hospitality industry. Benchmarking against competitors helps you understand where you stand.

Is CSAT alone sufficient to gauge customer satisfaction?

While CSAT is a valuable metric, it is not the only one to consider. Combining CSAT with other metrics like Net Promoter Score (NPS), Customer Effort Score (CES), and Customer Lifetime Value (CLV) provides a more comprehensive view of customer satisfaction and loyalty.

• Net Promoter Score (NPS): Measures customer loyalty by asking how likely they are to recommend the product/company.
• Customer Effort Score (CES): Assesses the ease of a customer’s experience with the product/company.
• Customer Lifetime Value (CLV): Estimates the total value a customer brings to the company over their entire relationship.
• Repeat Purchase Rate: Indicates how often customers return to make additional purchases.
• Churn Rate: Measures the percentage of customers who stop using the product or service over a period.