CSAT – Customer Satisfaction Score
A measure of satisfaction with a specific interaction (support, purchase). Measured on a 1-5 or 1-10 scale. CSAT = (positive scores / total scores) × 100. Good average: above 80%.
In practice
CSAT is a 'moment metric' — how the customer felt about one specific interaction, not about the brand overall (that's NPS). A successful customer service interaction produces high CSAT. A call that took 45 minutes produces low CSAT even if the issue was resolved.
Common misconception
'High CSAT means excellent service.' High CSAT on interactions ending in a refund isn't necessarily great — you paid for satisfaction. CSAT should be monitored alongside resolution rate and cost per ticket.
How to fix it
Low CSAT? (1) Identify agents with low CSAT and see where they struggle, (2) analyze low-CSAT tickets for a common pattern, (3) check first contact resolution — what % of issues resolve on the first inquiry? (4) check response time.
Example
A running store had a 71% CSAT. Analysis found 60% of low-CSAT tickets cited 'long wait.' Cutting the SLA from 24 hours to 6 plus adding a chatbot for common questions raised CSAT to 89% within two months.
Priority
Send a CSAT survey after every ticket. Tools: Gorgias, Zendesk — built in. Measure CSAT by agent, category (shipping/returns/product), and trend. A declining CSAT signals a systemic issue, not randomness.
Related terms
Keep learning. Metrics that touch the same area:
- Customer ServiceCustomer ExperienceEvery post-purchase interaction — questions, complaints, issues. Channels: chat, phone, email, WhatsApp. Directly impacts NPS, LTV, and reviews.
- Helpdesk / TicketingCustomer ExperienceA system for managing inquiries: Zendesk, Gorgias, Freshdesk. Consolidates inquiries from all channels into a single view. Enables tracking, assignment, and SLAs.
- CES – Customer Effort ScoreCustomer ExperienceHow easy it is for a customer to accomplish their goal — a purchase, service request, or return. Measured by: 'how much effort was required?' (1-7). Strongly correlated with loyalty — ease beats 'delight.'
- UX – User ExperienceCustomer ExperienceThe overall experience of a visitor interacting with the site — speed, ease, navigation, clarity. Poor UX directly hurts conversions. Good UX means visitors find what they wanted with minimal effort.
- UI – User InterfaceCustomer ExperienceThe visual design of the site — colors, typography, icons, layout, spacing. Good UI guides the eye, creates visual hierarchy, and builds trust. Poor UI confuses and repels.
- Above the FoldCustomer ExperienceThe content a visitor sees without scrolling — the first 50-60% of screen height. 80% of visitors don't scroll below the fold. What's above the fold determines whether the visitor stays or leaves.
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