Understand the true impact of satisfaction
Customer Satisfaction Score (CSAT)
The Customer Satisfaction Score or CSAT is another Key Performance Indicator (KPI) next to NPS and CES. The CSAT evaluates how satisfied a customer is with a service provider. In its simplest form the CSAT is described as value between 0 and 100%, where 100% equals perfect customer satisfaction. Usually the CSAT is established based on a standardized question, which is answered with a scale from 1 to 5. The question is “How satisfied are you with….?”
The impact of service optimization can be measured with the CSAT as long as the method of evaluation, before and after the optimization, is not changed. This is of course also true for the NPS and CES.
- With the Net Promoter Score you find out what your customers are enthusiastic about
- The Customer Satisfaction Score shows the overall satisfaction level
- With the Customer Effort Score you can evaluate your customers basic expectations
The CES provides you insight into which services the customers expect, i.e. it reflects what the customer takes for granted. If you do not match these expectations it will cause the customer to become unsatisfied and in the end lead to the loss of the customer. Matching the expectation does not lead to a tie between you and the customer, however. Demanding unnecessary effort from your customers is reflected in a low CES value, which should be increased.
CSAT helps you to improve your performance in terms of customer satisfaction. Extra effort that you invest in your customers is perceived consciously, highly valued (unlike the basic expectations) and can help to rise satisfaction levels and to tie the customer to your business. As a side effect you diminish weaknesses and ensure that your services or products keep what they promise.
The NPS aims for the enthusiasm of your customer and the creation of more and more promoters. You have to offer added value that is unexpected by the customers and that distinguishes you from your competitors. Increasing NPS means putting a marvellous customer experience on top of your enterprise’s priority list.