What is CSAT?
CSAT stands for customer satisfaction. Customer satisfaction is the level of contentment that a customer feels after encountering a product or service.
It’s typically measured through surveys or customer feedback and can be used to gauge how successful a business is at delivering its services and satisfying its customers.
Companies strive for high customer satisfaction scores as it builds trust in their brand, boosts customer loyalty, and drives revenue.
Why is CSAT important?
Customer satisfaction is important as it helps businesses measure the effectiveness of their services and provide feedback to improve them.
High customer satisfaction scores are strongly associated with repeat customers and customers who are willing to refer others, increasing a business’ visibility and reach.
Furthermore, customer satisfaction surveys can help companies identify areas where they need to make improvements in order to better serve their customers.
How to measure CSAT
Customer satisfaction is often measured through customer surveys.
These surveys often include questions relating to the quality of the product or service and the customer’s overall experience with the business.
For best results, customer satisfaction surveys should be short and objective, allowing customers to provide feedback quickly and easily.
Businesses can get a general idea of customer satisfaction over time by looking at customer retention rates, as a high retention rate is usually indicative of satisfied customers.
Other metrics such as Net Promoter Score (NPS) and Customer Effort Score (CES) are also effective ways to gauge customer satisfaction.
Net Promoter Score is based on the response to a single question: “How likely are you to recommend our product/service?“
Answers are then given a score between zero and ten.
Customers who give a score of nine or ten would be considered promoters, while customers with lower scores would be considered detractors.
Subtracting detractor % from promoter % will then produce the NPS score. Higher NPS scores indicate greater customer satisfaction, while lower ones suggest areas for improvement.fty
Customer Effort Score, like NPS, is based on the response to a single question: “How much effort did it take for you to solve your problem?“
Answers are then given a score between zero and five, with higher scores indicating that it was easy for customers to solve their problem.
By understanding how much effort it took for customers to get their problems solved, businesses can better assess their customer service quality and adjust processes or procedures as needed in order to make improvements.
Five tips for improving CSAT
Follow these steps to start improving your customer satisfaction score:
- Focus on customer service:
Make sure customer service representatives are knowledgeable and friendly and resolve customer queries and complaints quickly and effectively.
- Know where you stand:
Utilize metrics such as Net Promoter Score (NPS) and Customer Effort Score (CES) to measure customer satisfaction. This helps you set a clear benchmark from which to improve.
- Collect feedback:
Use online reviews and surveys to gather feedback from your customers and analyze it to help guide improvements to your products and services.
- Make it personal:
Customers demand personalized engagements from the brands they shop with. By focusing on creating relevant content, you’ll increase customer engagement, loyalty, and satisfaction.
- Provide support on multiple channels:
Don’t force your customers to endure lengthy wait times to speak with a contact center agent over the phone. Allow them to easily make contact with an agent via their favorite platforms by adding online chat, social media, and WhatsApp support.
Improving customer satisfaction with Emarsys
Emarsys helps leading brands like Charlotte Tilbury, AllSaints, and AO to improve CSAT by connecting contact centers to their core marketing channels, giving customer service representatives the data they need to deliver 1:1 personalized support.