Customer satisfaction score

If you work in customer success, there's no reason to doubt you've had experience handling CSAT surveys. This post will go into what a CSAT survey measures -- and exactly how we use CSAT at Crisp to make it useful for our customer satisfaction.

CSAT's significant strength lies in its simplicity: It's a simple way to close the loop on customer interaction and determine whether or not it was efficient in increasing customer happiness.

If the experience wasn't a success for some reason, it's easy to point out that moment and take action to improve the experience.

You can easily track customer satisfaction across the customer lifecycle using Customer Satisfaction software.

Since it's a quick survey, you can ask it across multiple touchpoints during a customer's journey and get an overview of how your customer feels during the process.

What is a CSAT score?

Customer Satisfaction Score (CSAT) is the most efficient methodology for measuring customer satisfaction. It measures customer satisfaction when a critical event has been processed throughout the customer lifecycle. It's calculated by asking a question, such as "How satisfied were you with your experience?" There's a corresponding survey scale, which can be 1 – 3, 1 – 5, or 1 – 10.

An example of a CSAT survey

When should you use customer satisfaction score?

There are some key moments where you should send a CSAT survey to understand customer satisfaction.

Here are some tips you can take benefit from when building the best customer experience.

  1. After key customer interactions

At Crisp, we use it every time a conversation has been closed with our customers or leads.

It helps us a lot to understand what we did right and what we did wrong.

2. After customer support or educational interactions

Finally, Customer Satisfaction Score may be used directly after customer support or customer education moments.

For example, asking a single satisfaction question after a customer finishes reading a knowledge base article can help you gauge how effective it is (and therefore, allow you to modify the content of that article if needed).

In summary, you can use CSAT surveys at any point where you hope to measure customer sentiment -- during the sales process while using the product or while interacting with your content.

However, the response will skew towards the direct experience and reaction because of the nature of the question. Therefore, it shouldn't be taken as insight into the broader customer experience or brand perception.

Example of a CSAT Survey on a knowledge base

How to analyze CSAT score?

As we already mentioned it, CSAT can be measured on different scales: 1-3, 1-5, 1-10. It depends on how specific you're willing to go with the CSAT score.

Therefore, analyzing CSAT score is relatively easy. Let's assume we use a scale from 1 to 5 where 1 is bad, and 5 is excellent.

Your csat software will help you see how your business is going on a daily, weekly, or monthly basis.

Analyzing CSAT survey results for customer service

Example of a CSAT survey using Crisp

Analyzing CSAT survey results for knowledge base

Example of a CSAT survey for a knowledge base using Crisp

How to improve customer satisfaction thanks to CSAT score management?

At Crisp, we've created a specific routine that alerts us every time we have a CSAT that is lower than 4.

Here is how we've been able to automate it, so we're alerted on Slack for each bad customer satisfaction score.

Create a webhook

Create a zap over Zapier

You can full the full zap over here:

See Results in Slack

Using this simple Zap allows our team to immediately assess what is going on and help us to manage unsatisfied customers in a better way.