As a founder, or product owner, or growth leader, one of your key goals is ensuring customers are satisfied with your product. One of the most widely used metrics for gauging customer satisfaction is the Customer Satisfaction Score, or CSAT. In this short article, we'll break down CSAT and provide suggestions for implementing it in your mobile or web app.
What is CSAT?
CSAT quantitatively measures how satisfied customers are with your product or service. It's typically measured by asking customers to rate their satisfaction on a scale of 1 to 5, with 5 being "very satisfied". The percentage of customers who responded with a 4 or 5 is your CSAT score.
Why CSAT matters
Your CSAT score directly correlates with customer retention and revenue growth. Satisfied customers are more likely to continue using your product, upgrade their plans, and recommend you to others. On the flip side, unsatisfied customers churn and can damage your reputation. Monitoring CSAT allows you to identify and address issues before they escalate.
Examples of CSAT in action
- A consumer-facing e-commerce app might send a CSAT survey after a customer completes a purchase to gauge satisfaction with the buying experience.
- A B2B SaaS company could use CSAT surveys after key milestones like onboarding or a customer support interaction to ensure clients are happy with the service.
When to use CSAT
CSAT surveys are most effective when sent immediately after a key interaction or milestone in the customer journey. This could be after completing onboarding, using a core feature, or a customer support ticket resolution. By surveying at these moments, you can get timely, actionable feedback.
Using CSAT to improve your web/mobile product
- Identify pain points: Look for patterns in low CSAT scores to surface areas of your product that need improvement. For example, if scores are consistently low after onboarding, that's a clear sign that the onboarding experience needs work.
- Prioritize fixes: Use CSAT data in combination with other metrics like usage and revenue to prioritize which issues to tackle first. Focus on improvements that will have the biggest impact on customer satisfaction and retention.
- Track impact: After making changes, continue to monitor CSAT to see if scores improve. This will help you understand if your efforts are making a difference and guide future iterations.
- Close the loop: Follow up with detractors to better understand their feedback and see if you can turn a negative experience into a positive one. This shows customers you value their input and are committed to improvement.
Implementing CSAT surveys
- Keep it short: Stick to 1-2 CSAT questions to maximize response rates. You can follow up with additional questions if needed.
- Make it timely: Send surveys immediately after the interaction while the experience is fresh.
- Analyze and act: Calculate your CSAT score and monitor it over time. More importantly, analyze the feedback to identify areas for improvement and take action.
Getting started with CSAT surveys is easy and the insights are invaluable for any company looking to accelerate growth. Pick a key touchpoint, craft your survey, and start measuring and improving your customer satisfaction today.
Blitzllama’s in-product surveys are one of the best ways to capture CSAT feedback. Blitzllama has CSAT templates used by top companies like Notion, Atlassian and Uber. Sign up (it’s free forever) on Blitzllama to measure CSAT for your company.
