CSAT in Practice

CSAT is the most intuitive customer satisfaction metric and works best when closely tied to a specific interaction. The shorter the time between interaction and survey, the more accurate the feedback.

However, the biggest mistake we see is organisations using CSAT as their only metric. CSAT tells you whether the customer was satisfied with a specific experience, not whether they are loyal. Therefore, always combine CSAT with NPS for the full picture.

Calculation

CSAT = (Number of responses with score 4 or 5 / Total number of responses) × 100%

Example: 120 out of 150 respondents give a score of 4 or 5 → CSAT = 80%

Scale Variants

CSAT can be measured on a 1-5, 1-7, or 1-10 scale, and some companies use emojis or stars instead of numbers. The most common standard is 1-5. Importantly, it is essential to keep the scale consistent over time to enable trend analysis.

CSAT vs. NPS vs. CES

• CSAT measures satisfaction with a specific experience
• NPS measures overall loyalty and willingness to recommend
• CES (Customer Effort Score) measures how easy it was to complete an interaction

Together, the three metrics complement each other and are frequently used in combination in mature VoC programs.

Typical Application Areas

• Post-support ticket: "How satisfied were you with the resolution of your inquiry?"
• Post-delivery: "How satisfied were you with the delivery experience?"
• Post-onboarding: "How satisfied are you with your onboarding experience?"
• Post-clinical visit (healthcare): "How satisfied were you with your visit today?"