focuses on usability of sites, user reviews, customer loyalty index
Contents
UX
UI
CX
SD
IxD
Laws icon
Laws
Laws
Research icon
Research
Research
Rules icon
Rules
Rules
Metrics icon
Metrics
Metrics
Principles icon
Principles IxD
Principles IxD
General terms icon
General terms SD
General terms SD
User Feedback icon
User Feedback
User Feedback
Composition icon
Composition
Composition
General terms icon
General terms IxD
General terms IxD
Experience type icon
Experience type
Experience type
Analytics icon
Analytics
Analytics
Grid Type icon
Grid Type
Grid Type
Approach icon
Approach-CX
Approach-CX
Approach icon
Approach-UX
Approach-UX
Elements icon
Elements
Elements
Production icon
Production
Production
Typography icon
Typography
Typography
Testing icon
Testing
Testing
Color icon
Color
Color
Structure icon
Structure
Structure
Ecosystem icon
Ecosystem
Ecosystem
2-second rule
3-Click Rule
60-30-10 Rule
8dp Grid
A/B Testing
Above the fold
Accessibility
Activity-centered design (ACD)
Actor
Adaptive design
Affinity map
Affordance
Alert
Alternative colors
Animation
Anti-pattern
Ascender
Aspect ratios
Autocomplete
B2B customer experience
B2C customer experience
Backdrop
Background color
Backward compatibility
Balance
Banner
Baseline
Benefit Map
Between-subjects design studies
Body
Bodystorming
Bottom navigation bar
Brand experience
Breadcrumbs
Breakdown Analysis
Breakpoint
Call to Action (CTA)
Cap line
Card Sorting
Charts
Checkbox
Chips
Clearly marked exit
Clickstream
Co-creation
Coach marks
Color Wheel
Column
Comparative analysis
Competitive analysis
Consistency
Container
Contextual action bar (CAB)
Contextual inquiry (CI)
Contextual interviews
Conversion rate
Corridor testing
Creeping Featurism
Customer Loyalty
Customer Satisfaction Score (CSAT)
Customer centricity
Customer churn
Customer effort score (CES)
Customer lifecycle (CLC)
Customer lifetime value (CLV)
Customer review
Dark patterns
Data-driven design
Date picker
Descender
Design concept
Design thinking
Dialog window
Dialogs
Dropdowns
Early adopter
Educational Content
Emphasis
Empty states
End users
Entry tunnel
Error color
Experience map
Explicit destruction
Eye-tracking
Eyetracking
F-Shaped Pattern
Field studies
Filled icon
First Parkinson’s Law
First click testing
First-time user experience (FTUE)
Fixed grid
Floating action button (FBA)
Fluid grid
Focus groups
Frankensteining
Golden ratio
Grid
Gutter
Hamburger icon
Headline
Heat map
Hick's law
Hierarchy
Hypothesis-driven design
Information architecture
Input text field
Interactive prototype
Iterative testing
Jakob’s Law
Justification
Kaikaku
Kerning
Keylines
Label text
Law of Prägnanz
Law of Uniform Connectedness
Law of similarity
Layout
Leading (Line spacing)
Legibility
Ligature
Look & Feel
Low-fidelity prototype
MVP (Minimum valuable product)
Margin 
Microtypography
Miller's law
Mind Map
Minimalism
Mockup
Navigation drawer
Net promoter score (NPS)
Occam’s Razor
Omnichannel
Onboarding
Out-of-Box Experience
Overshoot
Padding
Page controls
Pareto Principle
Participatory design
Persona
Personalization
Picker
Placeholder
Pop-up
Postel's law
Primary color
Progress indicator
Prototyping
Proximity
Radio button
Readability
Real-time feedback
Red Route
Remote Testing
Requirements gathering
Responsive design
Retention
Retrospective Testing
Scenario
Scrim
Scroll bar
Search box
Secondary color
Service Blueprinting
Service-oriented design
Side sheet
Sitemap
Sketching
Skeuomorphism
Slider
Snackbar
Spinner
Stakeholders interview
Steppers
Storyboards
Stretchable surface
Strikethrough
Styleguide
Subtitles
Surveys
System usability scale (SUS)
Tab
Target audience
Task analysis
Taxonomy
Tesler's Law
Text area
Text button
The 10 minutes rule
Thinking Aloud Protocol
Toggle
Tooltip
Top app bar
Touchpoint
Tracking
Tree testing
Dropdowns
Proximity
Picker
Charts
A/B Testing
Thinking Aloud Protocol
Dialogs
Spinner
First-time user experience (FTUE)
Coach marks
X-height
Empty states
Hamburger icon
Contextual inquiry (CI)
Placeholder
Educational Content
Out-of-Box Experience
Baseline
Steppers
Cap line
Ascender
Descender
Tracking
Overshoot
Strikethrough
Underline
Emphasis
Justification
Ligature
Balance
Microtypography
Legibility
User-generated content
Responsive design
World Wide Web Consortium (W3C)
Eyetracking
Remote Testing
Card Sorting
Requirements gathering
Retrospective Testing
Red Route
Scenario
Tree testing
User feedback loop
Taxonomy
Styleguide
Hick's law
Miller's law
True Intent Study
Wizard of Oz experiment
Adaptive design
Frankensteining
Co-creation
Kaikaku
Affordance
Customer Loyalty
Surveys
Real-time feedback
Creeping Featurism
Postel's law
Law of similarity
Tesler's Law
Jakob’s Law
Pareto Principle
Law of Uniform Connectedness
Occam’s Razor
First Parkinson’s Law
Law of Prägnanz
Minimalism
Competitive analysis
Contextual interviews
Field studies
Focus groups
Stakeholders interview
Breakdown Analysis
Conversion rate
Between-subjects design studies
Corridor testing
End users
Heat map
User engagement
User behavior
User behavior analytics (UBA)
MVP (Minimum valuable product)
Persona
Target audience
Use case
User flow
User story map
Mind Map
Activity-centered design (ACD)
Data-driven design
Design concept
Explicit destruction
Hypothesis-driven design
Participatory design
Service-oriented design
User-centered design (UCD)
Interactive prototype
Look & Feel

Design with FlowMapp Tools

Try free our Tools for successful management and development of web projects

Customer Satisfaction Score (CSAT)

Synonyms: 

The term 'CSAT 'comes from marketing and defines the methodology of customers' satisfaction measurement.

Illustrations for Salemove pricing page by Glia
Illustrations for Salemove pricing page by Glia

Definition

If to think about the easiest and the most direct way to explore customers' feedback about a feature of a product or service, CSAT seems to be the most suitable method. Although there are a variety of CSAT forms, it has a base of a single question that an interviewer shall respond to.

Depending on the form, the question might imply agreement or disagreement with the statement. For instance, "The client manager answered all my questions fully" phrase and YES/NO check-box.

Sometimes, for calculating CSAT, the question and multiple answers are used. 

The answer might contain a simple estimation, like in this example:

How do you feel about our customer support?

  1. Excellent
  2. Fine
  3. Fair
  4. Poor

It also can include a set of statements, and the interviewer chooses for the answer as the most appropriate.

"Are you happy with using FAQ?"

  1. Yeah, the structure is clear and easy-to-get. I spend less than a minute to find the necessary info.
  2. I find it a bit messy. It usually takes up to 5 minutes to get the answer.
  3. It is a disaster. I am always wasting hours looking up for solution.

Finally, the CSAT survey is often a direct question with the estimation scale, which might vary — 1 to 3, 1 to 5, or 1 to 10

Why Measure Customer Satisfaction?

Business and product owners often presume that they control the team well and feel aware of the business process's advantages and disadvantages. Meanwhile, even an employee involved in daily contacts with customers can evaluate the company's position inadequately, due to his perception of facts. Here a measured interaction with customers shall be applied. 

Knowing how many customers feel unhappy about the product or service provided helps to reduce customers' churn. 

Communicating directly with clients, and learning about their pains and dissatisfaction enhance retention, a key metric of business development. The aspect influences business stability and scalability — the growing number of regular customers mean lower client attraction costs and higher customer loyalty. CSAT is a simple and efficient way to determine painful points and work gaps.

Customer Satisfaction Score Pros & Cons

The most significant power of the survey lies in its simplicity. Just a single question of the correct form allows determining a problem at the moment, so implementing a solution and finally, broadening the horizons of customers' loyalty.

It is also flexible enough with answer types. Depending on the audience's context and tastes, use stars, emojis, rating scales, or word estimation.

The simple survey structure of a single or a few questions provides higher feedback. Besides, the area of usage of customer satisfaction surveys is wide:

  1. Implementing a new product or service
  2. After redesign
  3. Estimating new employees
  4. Lacking certainty on a particular stage of interaction with customers
  5. Testing a new sale channel and willing to know if everything works correctly
  6. Evaluating the quality of one specific channel (delivery, for instance)

It is convenient to get customers' feedback straight after one passes a particular stage, still being into his experience. Additionally, CSAT surveys can be tailored not only to getting to a crucial point, but also linked to a term. Due to its simplicity, CSAT measurement can be held regularly; therefore, its arrangement is easy to automatize. 

There are some imperfections in the methodology, though. Firstly, you should not expect a full picture of your business from customer satisfaction score measurements. As it was said before, the test reflects the freshest experience the customer gets interacting with a specific part of the service or the product. It is not capable of displaying the image of the entire business process. Furthermore, the feedback is somewhat subjective and depends on non-predictable factors of customers' environment. The customer might be merely not in the mood, answering questions as it is.

Secondly, customers of neutral or bad experiences are often to avoid taking part in surveys. That makes the results less objective.

If your audience is multinational, then you might face problems of cultural differences in defining "normal." Besides, people of Europe, Canada, and Northern America are likely to pick up extremes (from "amazing" to "terrible"). At the same time, Chinese, Japanese, or representatives of other collective countries often prefer neutral estimations. 

Despite the existing CSAT index for each of the industries, taken as standard, it is hard to evaluate the particular score as "good" or "bad." Because each company or business area's data is so different, there is no real chance to build up an impeccable estimation scale. 


How CSAT is measured

You have various ways to arrange CSAT surveys. Put a feedback bar on a website or an app. The customer is usually eager to give a quick response, staying engaged with the brand. Some free instruments like Google Forms or Monkey Survey can be convenient here.

If you communicate with the audience through messengers, use their options of voting to get immediate feedback.

Send emails with an estimating link straight after a specific interaction has been occurred. It might demonstrate poorer users' feedback compared with the previous variants but still allows gathering customers' responses. 


Calculating CSAT

CSAT survey is easy to hold and simple to process. Take the number of all high positive and positive answers (7-10 of estimation scale or 4-5 of star rate, "Very satisfied" and "Satisfied" responses, etc.), divide to a number of interviewers, and multiply it by 100.

CSAT= № of positive answers ÷ number of answers x 100

For instance, if you get 100 answers to the survey, and 80 are positive, you gain 80% CSAT score.

CSAT vs NPS

Not only CSAT score determines customers' attitudes to a product or a service. There is another metric called NPS (net promoter score) that measures customer loyalty. It differs from CSAT with the scope, covering not only a part but the entire product.

If CSAT lets you know whether the customer is happy with a new payment system, NPS shows how one finds the service or the company in general. 

NPS is a long-term metric, referring to opinion rather than to emotions or direct experience. That makes the index more objective. It reflects the customers' eagerness to recommend the company to acquaintance and friends. If the customer is willing to do it, it means one is really engaged with the brand. 

According to the existing opinion, NPS is tailored to financial marks. A higher index of NPS displays higher loyalty, that promises further purchases, extends lifetime value, etc.

Technically, NPS is calculated with the question of whether the customer will recommend the company to his surroundings. The formulation may vary with words, but the sense remains the same, while the usual evaluation scale is traditionally 1 to 10.


CSAT vs CES

CES also measures customers' satisfaction to some extent. It is focused on the efforts' volume a user takes to achieve an aim, for instance, purchasing something on a website. The lower index means a few attempts the customer does to complete the task; therefore, the greater loyalty he or she has to the company. 

Meanwhile, the survey uncovers all stumbling blocks and complications the customer faces while interacting with the brand. Using CES leads to great insights for enhancing the business.

Like CSAT, It is also based on a single question with multiple answers. The question is about how easy or hard it is to complete a certain task, and the answers grade from "Very Easy" to "Extremely hard".


Tips for Improving CSAT

  • Get in touch with your customers straight after a key event: a form filling, a purchase, an inquiry to customer service. Catch fresh experience and emotions.
  • Mind the score estimation, working with a 10 score scale. More neutral variants provide a blurrier evaluation. At the same time, do not turn the scale into a harsh choice of two alternatives.
  • Use precise formulations, letting the customers think short and give an exact answer.

FAQs

Design with FlowMapp Tools

Try free our Tools for successful management and development of web projects