In this article, Bellsystem24 Vietnam will send you content on how to collect the necessary data to calculate CSAT effectively.
What is CSAT?
CSAT stands for Customer satisfaction: This is an index used to measure customer satisfaction.
Measure customer satisfaction.
CSAT is perhaps the most recognized and widely used metric when businesses want to assess customer satisfaction with products and brands, by quantifying responses from survey questions.
However, you need to note that, because the characteristics of each business are different, there is no way to calculate CSAT that is recognized as 100% accurate for all. Here we will provide you with the most optimal way to calculate CSAT.
1. Calculate CSAT score.
CSAT scores are averaged based on a scale of 1 to 10 that businesses survey about customer satisfaction.
CSAT = (Total score / Number of respondents) X 10.
For example: Businesses conduct surveys by asking the question, “How satisfied are you with our customer service? Please rate on a scale of 1-10.”
Then get the following result table:
| Surveyed people | Score from 1-10 |
| Nguyen Van A | 5 |
| Nguyen Van B | 7 |
| Nguyen Van C | 10 |
| Nguyen Van D | 3 |
| Nguyen Van E | 8 |
| Nguyen Van F | 6 |
| Total | 39 |
| CSAT = (39/6) X 10 = 65 | |
CSAT Benchmark
CSAT Index by Industry
Each industry will have different CSAT, Below are reference indexes of some popular industries
2. Satisfied / Dissatisfied Customer Survey.
Perhaps the simplest way to survey CSAT is to ask customers one question: Satisfied / Neutral / Unsatisfied.
You can give customers a variety of options from a Likert scale, the wider the range the more detailed:
This method allows you to conduct a quick CSAT survey and assessment, and is also key to explaining the differences in customer experience journey of different groups of subjects.
3. Rate content/service/product.
This form is widely used in content marketing businesses such as Amazon, Netflix, Youtube... helping businesses easily deploy without having to spend too many resources, because it is familiar to users and helps users voluntarily evaluate.
4. Determine from NPS score.
Net promoter score (NPS) is a measure of customer loyalty to a brand. Many businesses calculate NPS and CSAT, using separate survey questions and scales for each. But you can still use the NPS measurement for CSAT to better understand customer status.
When calculating NPS, users are surveyed on a scale of 0-10 to answer questions that reflect their likelihood of engaging in negative, passive, or promotional behavior toward the brand.
Determine NPS by the formula: l NPS = [(Promoters – Detractors) / total survey] X 100.
Does CSAT score matter?
Measuring customer satisfaction is critical to customer retention planning. On average, businesses lose half of their customers each year without effective customer retention and satisfaction strategies.
Focusing on acquiring new customers will consume a lot of resources. On average, to get a new customer, a business must invest a cost that is many times higher than the original. 5-7 times cost of retaining old customers
For Contact center and other customer service areas, Experience Quality provides a specific goal to guide activities, CSAT concretizes those goals into measurable and assessable metrics.
In addition to determining the current state of customer experience, CSAT also plays a role in detecting effective and ineffective touchpoints to provide timely improvement solutions.
For you: 4 Effective Ways to Retain Customers for Business.
Notes when measuring CSAT.
When measuring CSAT, businesses need to be aware of potential issues to avoid measurement errors and ineffective improvements.
1. Measurement on inaccurate data.
Surveying the right audience is important. Responses that are not representative of a particular customer type will yield skewed results.
Many customer service managers often worry about “Is anyone responding to my surveys?”But there are two factors that are much more important if you don't want your efforts to go down the drain.
- The first: Audience Relevance: Make sure the audience you survey is relevant to the problem you are trying to solve. Different customer groups will produce different interview results.
- Monday: Usefulness. Are you getting useful data to improve customer service?
To avoid this problem, make sure you understand what data you will be collecting.
2. Don't tire your customers.
Customers today are frustrated with the survey questions they receive from many businesses.
In 1995, the survey response rate was 20%, but by 2015, it had dropped to just 2%.
In addition, having to continuously survey customers will make them feel bothered, and give feedback that is not accurate or in-depth enough. Customers may just give a "pass-the-miss" evaluation.
Businesses need to have a rule of thumb for survey frequency. Ideally less than 3 times per month.
3. Satisfaction must be defined accurately.
Are you sure: customers rating “5/5 stars” means they are satisfied – Not sure!
This is a commonly misleading index. Always allow for data bias within the 10% range.
Tips: You can make your survey more accurate by creating a friendly atmosphere, making customers feel more comfortable when responding, using people close to customers to survey them is also a good idea.
4. The survey sample is not large enough.
The larger the sample, the more accurate, valuable, and representative the information you get.
If you are a large business with enough resources to do this, then great. But what if you are a small business with limited resources?
In the Internet age, surveying a large sample of customers will be easier thanks to online survey applications such as: Google forms, survey websites, Survey apps, etc.
In case you need to survey a large customer file at the point of sale (Field), or by phone (Telesurvey), or via SMS, using a professional survey service is a decision that ensures the quality of the sample data is reliable enough for you.
