The Ultimate 2018 Guide to Measuring Customer Satisfaction

What is Customer Satisfaction (CSAT)?

Why should I measure CSAT?

  • It takes 12 positive experiences to make up for one bad experience. (Customer Experience Insight)
  • 67% of customers list a bad service experience as their main reason for churning (Kolsky)
  • 95% of customers will share their bad experience with friends and family (Zendesk)

How do I measure customer satisfaction?

Every email, or when resolved?

CSAT- measuring customer satisfaction
CSAT- measuring customer satisfaction

Different Questions

  • How nice was my reply?
  • How was the help you received today?
  • Are you satisfied with the resolution of our last conversation

A Response Scale

  1. Strongly disagree
  2. Disagree
  3. Neither agree nor disagree
  4. Agree
  5. Strongly agree

What do I use CSAT scores for?

A real time feedback mechanism

A big picture idea of customer happiness

CSAT- measuring customer satisfaction

Evaluating agent performance

Identifying trends and hotspots

Potential CSAT Issues

  • “What if we stop surveying cancellation requests?”
  • “Let’s only survey tickets that we solve in under 3 days!”
  • “We can exclude anyone who’s contacted us by mistake!”

Measuring customer satisfaction will help you grow

Sarah Chambers
Measure CSAT, CES and NPS



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