CSAT survey: Definition, Questionnaire, Templates & Examples

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The CSAT (Customer Satisfaction Score) survey is a prominent tool in the field of customer feedback and satisfaction measurements. This extensive guide attempts to explore the definition, formulation of a CSAT survey questionnaire, templates, CSAT survey questions, and examples. Businesses looking to assess and improve customer satisfaction must comprehend the subtleties of CSAT surveys, their importance, and the components that make them effective.

What is a CSAT Survey?

What is a CSAT Survey?

Customers are asked, “How satisfied are you with [organization]? “ in a customer satisfaction (CSAT) survey, which is used to calculate a CSAT score. The scale for answers is 1 for “highly unsatisfied” and 5 for “highly satisfied.”

They serve as a tool for determining how satisfied customers are with the experiences, goods, or services provided by your company. This kind of customer experience survey can be used to determine what your clients require, comprehend issues with your goods and/or services, or categorize them based on their score. Rating scales are a common tool they use to track changes over time and get a better idea of how well you’re meeting consumer expectations.

What is the Purpose of Using Surveys for Evaluating Customer Satisfaction?

Customer satisfaction, which reflects how much an individual likes a company’s business activities, is fundamental to the human experience. A customer satisfaction survey is a fantastic method to find out exactly what potential new consumers might find appealing about your product and to learn how current customers feel about your business and their customer journey.

Your brand can benefit from measuring your audience’s opinions through a customer satisfaction survey for a number of reasons.

If Customers Don’t Think their Experience was Worthwhile, they will Depart

According to the 2022 Global Consumer Trends Report from Qualtrics, 62% of consumers believe that brands should show them greater consideration. It makes financial sense to know how your consumers feel, since they could leave you after a negative encounter costing you 9.5% of your income. By using a customer satisfaction survey to get feedback, you may learn how to better serve your clients and keep an eye on shifts in their attitude before little problems turn into major ones.

For your Target Demographic, a Positive Customer Experience is Well Worth the Investment

In addition, 60% of consumers said they would make larger purchases from businesses if they received better treatment. Your ability to determine what your consumers will pay extra for will improve with measurement of the interactions and experiences they value.

Happy Customers will Tell Others About it

What is the Purpose of Using Surveys for Evaluating Customer Satisfaction?

On average, Americans will tell nine people about a good experience and sixteen people about a bad experience. The reputation of your brand may suffer as a result. Word-of-mouth recommendations were deemed the most trustworthy by 84% of consumers questioned by Nielsen. It’s critical to track customer satisfaction levels with a customer satisfaction survey since each interaction has the power to either draw in or turn away prospective new clients who learn about you in this way.

Customer Satisfaction is a Strong Predictor of Customer Loyalty, Retention, and Propensity to Repurchase

High satisfaction (with enjoyable experiences) is a powerful indicator of client and customer retention as well as product repurchase. The organization may replicate these encounters in the future with the use of customer satisfaction data that explains why devoted customers or clients appreciated their experience. Businesses that are successful concentrate on developing and enhancing top-notch experiences in order to attract new clients and keep their current clientele.

You may Improve your Client Journey by Strategically Timing a Customer Satisfaction Survey

Understanding how your customers interact with your brand and developing your customer lifecycle both depend on mapping out your customer journey. Nevertheless, simply drawing out your route map is insufficient. From their initial contact with your brand to contacting customer support agents to actually making a purchase, you need to be aware of how your customers are feeling at every turn. A customer satisfaction survey can help you monitor consumer sentiment and identify areas of your journey that require upgrading for optimal effectiveness.

Find out more: Different Types of Customer Feedback & Tips to Collect Them

How to Calculate CSAT 

Divide the total number of customers who are “very satisfied” (5) or “satisfied” (4) by the total number of responses to determine the percentage of satisfied consumers. Next, calculate your customer happiness percentage by multiplying the result by 100.

Number of satisfied respondents (rated you a 4 or 5) Number of total survey respondents x 100 =% of satisfied customers

Divide the total number of responders by the number of customers who gave you a 5-star rating to determine the proportion of extremely satisfied consumers.

Number of extremely satisfied respondents only (rated you a 5)Number of total survey respondents x 100 = % of extremely satisfied customers

Constructing a CSAT Survey Questionnaire

Constructing a CSAT Survey Questionnaire

Crafting a CSAT survey questionnaire requires careful consideration to ensure accurate measurement of customer satisfaction. The questionnaire typically includes:

  • Rating Scale: Utilizing a scale (often 1 to 5 or 1 to 7 or 1 to 3) for customers to rate their satisfaction level, with higher numbers indicating higher satisfaction.

  • Open-Ended Questions: Including open-ended questions to gather qualitative feedback, allowing customers to express their opinions and suggestions in their own words.

  • Specific Product/Service Aspect Evaluation: Focusing questions on particular aspects of the product or service to pinpoint areas that need improvement.

CSAT Survey Questions - Examples

CSAT Survey Questions - Examples

Overall Satisfaction: “On a scale of 1 to 5, how satisfied are you with your recent purchase/service experience?”

Product/Service Quality: “How would you rate the quality of the product/service you received?”

Ease of Use: “Did you find our product/service easy to use?”

Customer Service: “How satisfied were you with the assistance provided by our customer service team?”

Likelihood to Recommend: “Would you recommend our product/service to others based on your experience?”

CSAT Survey Examples

Utilizing CSAT survey templates streamlines the process of creating effective surveys. Templates often include pre-designed questions, rating scales, and structures that can be tailored to suit specific business needs.

Example 1 - Overall Satisfaction

Question: “On a scale of 1 to 5, how satisfied are you with our product?”

Response: “I am highly satisfied, rating it a 5. The product met all my expectations.”

Example 2 - Product/Service Quality

Question: “How would you rate the quality of our service?”

Response: “I would rate it a 4; it was good, but there’s room for improvement.”

Example 3 - Ease of Use

Question: “Was our website easy to navigate and use?”

Response: “Yes, it was straightforward; I’d rate it a 5.”

Example 4 - Customer Service

Question: “How satisfied were you with the assistance provided by our support team?”

Response: “The support team was excellent; I’d rate them a 5.”

Example 5 - Likelihood to Recommend

Question: “Based on your experience, how likely are you to recommend our product to others?”

Response: “I am highly likely to recommend it; I’d rate it a 5.”

Importance of CSAT Surveys and Response Rate

CSAT surveys play a crucial role in understanding customer sentiments, identifying areas for improvement, and fostering customer loyalty. Achieving a high response rate in CSAT surveys ensures a representative sample and reliable insights. To boost response rates, consider clear and concise survey designs, timely distribution, and incentivizing participation.

More to read: The Importance of Customer Feedback to SaaS Founders

The CSAT survey stands as a powerful tool for businesses seeking to understand and improve customer satisfaction levels. Crafting a well-designed CSAT survey questionnaire, utilizing effective CSAT survey questions, and analyzing responses provide actionable insights for businesses to enhance products, services, and overall customer experiences. By embracing CSAT surveys, businesses can foster stronger customer relationships and drive sustained growth by meeting and exceeding customer expectations.

Linda Bui
Linda Bui Content writer at Doran

Hey! I'm Linda Bui. I'm a career-changer. Bootcamp grad & Dev.

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