A product's success is reflected in how customers feel about using the product and enjoying its benefits. Not only does it tell businesses whether the product has achieved market relevance, but it is also an indication of longevity across the customer's purchasing and re-purchasing journey.

There are a number of different ways to quantify customer satisfaction, the ones Stringee will cover today are the Customer Satisfaction Score (CSAT). It is a simple but effective indicator that shows customer satisfaction and loyalty when using the product. Let's find out more clearly with Stringee what the CSAT index is in the article below.

What is CSAT?

What should we understand about the CSAT? As the name suggests, CSAT is a quantitative measure of customer satisfaction when using a product. It also measures their level of satisfaction with the overall service provided by the product, such as customer support, useful content, delivery, etc.

CSAT helps businesses determine whether they are on track in developing new and exciting product features. As a measure of advancement, businesses can self-assess new products, services or functions by seeing whether CSAT increases or decreases after release. It gives them an indication of whether customers are becoming more satisfied or just maintaining a basic level of satisfaction with the delivery of new features and functionality.

How to measure the CSAT?

Calculating what the CSAT is very easy - businesses just need to ask a question and divide the number of positive answers by the total number of answers, then multiply by 100, specifically:

Make a question

The beauty of the CSAT index lies in its simplicity. First, a special question is posed to the customer. This question can be provided in context as part of the work the business is doing when implementing the product or as a result of customer interaction (e.g. sending information tickets via email, pop-ups, etc.). ).

A good example of a CSAT question is: “How would you rate your overall satisfaction with the product or service you received?” Customers are then asked to provide their feedback via a range of 1–7, with 1 being “Very dissatisfied” and 7 being “Very satisfied:”

Calculate points

After collecting answers from customers to that question, it's time to calculate the score. This is quite easy to do, the formula is:

(Number of positive responses / Total responses) * 100

Positive responses ranged from 5-7 on CSAT questions. For example, let's say a business received a total of 100 responses, and 40 of them were positive. The calculation would be:

(40/100) * 100 = 40%

The CSAT score is 40% (not very good and tells the business that things need to change).

What are the advantages of using the CSAT?

Here is the answer to the question: What are the benefits of using the CSAT:

Easy to make

Many businesses favor CSAT because of its ease and simplicity in both applicability and deployment. It can appear in the form of questions asked to customers through many different creative forms depending on the capabilities of the business.

Not only is the CSAT Index easy to implement, but it's also easy to record the results and use them immediately as a measure of customer satisfaction. Answers are recorded on a scale and scoring is relatively simple.

Effective in assessing business situation

CSAT is also a useful measure when determining whether a product is providing appropriate value to customers or whether the interactions customers are having are leading them to purchase or continue to purchase the product.

Questions can be used to gauge customer satisfaction with many different things in a product and can help businesses determine whether processes or features are helping customers achieve their goals. and still satisfied with the product or not.

Drive revenue

Satisfied customers are more likely to purchase from a business again and remain loyal to the brand. Therefore, if you know what increases your CSAT, businesses will know what activities to continue to promote to improve business results and increase their revenue.

Additionally, scores can also be collected throughout the year and represent the overall feeling of satisfaction with using the product. This can then drive future initiatives or serve as proof that the product is working as intended.

What is the way to improve CSAT?

If a business has just compared its CSAT score with the average score and feels that the level of customer satisfaction is not as high as expected, here is the answer to the question of how to improve the CSAT.

Analyze customer satisfaction throughout the entire buying journey

Try to detect touchpoints that cause your business's CSAT score to decrease. Customer satisfaction may appear positive at the beginning of the customer journey. If it declines throughout the journey, businesses should investigate what is dragging down CSAT.

Track customer feedback

Customers leave feedback and CSAT ratings on only a small portion of customer interactions and touchpoints. So, whenever you receive a review from your users, make sure to make the most of it. Tracking CSAT surveys is the easiest way to win back frustrated customers and build brand loyalty.

Reach out to dissatisfied customers who have negative CSAT ratings

Customers tend to be more loyal to a business after they experience service problems than without any bad experiences. Ask dissatisfied customers what happened and try to fix it if possible. Businesses can set up an automated follow-up survey stream targeting people with poor CSAT ratings or contact each of them directly. Of course, this also depends on the capacity and support team of the business.

Contact satisfied customers having positive CSAT ratings

Many businesses focus only on negative feedback and forget to thank users who reward them with positive scores and comments in CSAT. Positive feedback is an invaluable asset that businesses can keep on their website and in their communications. Work with your marketing department to enhance your business's brand with these great customer service reviews, and thank those who are satisfied with your brand.

Track your team's progress over time

Maintaining high levels of customer satisfaction is a company-wide strategy that requires a lot of time and effort. Monitor CSAT over time to notice any changes in customer satisfaction. This will help businesses understand what impacts user satisfaction and inform them about the areas of their business that need attention right now.


Tracking CSAT metrics should become a standard practice in most industries, as no business can afford to ignore customer feedback. Knowing what drives customer satisfaction can help businesses increase business results, reduce customer churn, and increase revenue.

Most professional customer care departments have tools to automatically calculate KPI indicators and continuously update them in real-time. It allows all sales staff to see clarity and transparency around the numbers, thereby being motivated to increase productivity. Each customer service employee's KPI is a small piece of the overall success picture of a modern business.

StringeeX is a multitasking customer service call center software solution, capable of integrating with CRM software. Businesses can centrally manage customer data, easily evaluate KPIs of sales and customer service teams, thereby increasing revenue and improving services.

Experience a 10-day free trial of StringeeX software with unlimited features here.