Introduction to the Customer Satisfaction Score (CSAT) KPI
The Customer Satisfaction Score (CSAT) KPI measures how satisfied customers are with a product, service, or specific interaction. It is one of the most widely used customer experience metrics because it delivers quick, direct feedback that helps companies understand how well they meet customer expectations.
What Is Customer Satisfaction Score (CSAT)?
CSAT captures customer sentiment by asking customers to rate their satisfaction, typically on a scale from 1 to 5 or 1 to 10. The formula is:
(Number of Satisfied Customers ÷ Total Responses) × 100
“Satisfied customers” usually refers to those giving the highest ratings (e.g., 4–5 on a 5-point scale).
Why This KPI Matters
CSAT provides immediate insight into the quality of customer experience. It helps companies understand:
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Satisfaction with products, services, or support
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Pain points in the customer journey
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How well teams handle interactions
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Opportunities for product or service improvement
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Early warning signs of dissatisfaction and potential churn
High CSAT scores often correlate with increased loyalty, stronger word-of-mouth, and improved customer retention.
How to Use This KPI Effectively
Companies usually measure CSAT after key touchpoints—such as purchases, support interactions, or onboarding. Segmenting CSAT by product, channel, agent, or customer type uncovers actionable trends. When combined with Net Promoter Score (NPS), Customer Effort Score (CES), and Churn Rate, CSAT provides a powerful view of customer satisfaction and long-term loyalty potential.