How do you calculate your Customer Satisfaction Score (CSAT)?

Natalie Smithson
AI enthusiast | Tea addict | Focused on using AI assistants to win the working week

What is your Customer Satisfaction Score (CSAT)?

You can use CSAT as a metric to measure how happy or satisfied your customers are with your products or services. It usually comes from surveys or feedback channels where customers rate their satisfaction levels based on their experience.

This metric is key for understanding customer perceptions of your brand, identifying areas of your service that can be improved, and ultimately boosting customer loyalty and customer retention.

Why is CSAT important?

CSAT directly reflects the quality of your service, so tracking this metric helps your teams gauge the effectiveness of interactions with your customers and identify patterns or issues affecting satisfaction levels. You can then make data-driven decisions to enhance your overall customer experience.

  • A high CSAT score shows customers are typically delighted with your service, leading to repeat business and positive word-of-mouth reviews ― often tracked separately with Net Promoter Score (NPS)
  • A low score can highlight problems and pain points that need your urgent attention to prevent customer churn

How do you calculate your customer satisfaction score?

Calculating CSAT involves collecting feedback from customers through surveys or rating systems where they typically rate their satisfaction on a scale of 1 to 10, where 1 is ‘Extremely dissatisfied’ and 10 is ‘Extremely satisfied’. The average of these individual scores gives the overall customer satisfaction score.

If a business gets ten ratings from ten different customers of 7, 8, 6, 8, 9, 2, 6, 7, 9 and 4, the average satisfaction score would be (7 + 8 + 6 + 8 + 9 + 2 + 6 + 7 + 9 + 4) ÷ 10 = 6.6. Rounded to the nearest number, CSAT here is 7.

What is a good CSAT benchmark?

While customer satisfaction scores can vary across industries, 7-8 is a fair score on a 10-point ratings system, where customers are generally satisfied. A score of 9 or 10 is excellent, indicating the majority of your customers are highly satisfied with the service they receive. By setting a key customer service goal to keep CSAT above 7, you can strive to meet or exceed customer expectations, leading to better customer relationships and increased business success as a result. AI has become a true ally for business leaders to start excelling at this with ease.

Boosting CSAT with the help of AI

A low satisfaction score doesn’t mean you’re not trying. In fact, the opposite can be true. You might face budget restraints that prevent you from being able to provide the quality of service you’d like to give to your customers, ultimately leaving them dissatisfied. Or maybe you don’t have the technical capability to improve, or are slowed down by legacy software systems that frustrate not only your customers, but your teams too. Using AI, business leaders now have no barriers to making real headway:

Measuring CSAT effectively

How we satisfy customers is dramatically changing. If you decide to launch an AI assistant, make sure you look at what CSAT was before you introduced AI automation as well as after, so you can compare the two. This will help you identify where AI most improves the experience for your customers and your teams, so you can learn from it and continue to make changes that have the greatest impact on your satisfaction score and key customer service goals.

“There are lots of ways to improve CSAT you might not immediately think of, from setting key objectives as SMART goals to keep teams on track, to personalising customer experiences using the most innovative methods. When asking for feedback, you should also always follow up with a qualitative question, so when a customer gives you their numerical satisfaction score, ask “Why do you feel that way?” You then know the reason for the score they give and can go on to improve or maintain their experience. With an AI assistant, you can ask for this feedback instantly, with real time engagement at the end of every conversation.” ~ Abbie Heslop, Head of Customer Journey at EBI.AI

Chat window showing AI assistant asking

Launch an AI assistant today

Using our advanced platform, AI Studio, it’s easy to set up question and answer sequences (we call these flows) and include a request for a CSAT rating at the end of every exchange.

In the video below, you see the AI assistant answering a question about which laptop to use for gaming and the request for a CSAT rating at the end.

Video shows a flow for questions about which laptop to use for gaming

How to create this flow in AI Studio:

  1. Sign up for or log in to AI Studio
  2. Go to the Content tab and check you’re on the Flows tab
  3. Create a new flow called ‘Ask CSAT score’
  4. Add a Question: ‘How satisfied are you with the customer service support you received today?’
  5. Add Valid options 1-5
  6. Click Show options to user (so they can quickly choose a response)
  7. Hit Publish

Illustration of AI Studio platform setting up CSAT flow

Once you’ve set up a new flow for CSAT, you can link it to any of your other flows, which means your AI assistant will automatically ask for the CSAT rating at the end of those sequences:

  • Go to any of your existing Flows and select Link to flow
Illustration of AI Studio platform showing an easy drop down option to link two flows together
  • You can also filter your requests and only ask for a CSAT rating at the end of conversations where customers said the response was helpful 👍
Illustration of messenger window where customer has given a thumbs up to say the response was helpful and is then asked for CSAT score

Ready to automate CSAT?

Sign up today and let your customers guide your decisions. Getting instant feedback from them while they’re in the moment will transform your insights.

FAQs

How does CSAT complement Net Promoter Score (NPS)?

While CSAT gauges immediate satisfaction, NPS measures overall loyalty and whether or not the customer would recommend your product or service to others. Both metrics combined offer a holistic view of customer perception, which helps you target specific areas for improvement and measure long-term customer sentiment.

Can CSAT scores differ across various touchpoints in a customer journey?

Yes, CSAT scores may vary based on different touchpoints like sales interactions, customer support encounters, or post-purchase experiences. Using an AI assistant, you can be strategic in where you ask the question, so you can compare the performance of different departments or areas of your business.

See also:

Should I focus on real time CSAT feedback collection rather than periodic surveys?

Real time customer engagement means you can get CSAT feedback immediately, ready to resolve any issues quickly to improve services. You can also adapt quickly to customer preferences, help prevent customer churn, and show dedication to maintaining a customer service mindset by not only continuously gathering feedback, but listening to and acting on what you learn.

How can CSAT metrics be used to help contact teams?

CSAT metrics help show support teams where they’re doing well and how they can continue to improve. AI-driven CSAT scores transform your insights to equip your teams to deliver tailored services, improve overall satisfaction, and encourage meaningful customer relationships that last, which in turn can help boost team morale.