Customer Satisfaction Score (CSAT) is the metric that measures how satisfied a customer is with a specific experience. When it is asked immediately after a purchase, delivery, service visit or support conversation, it directly shows the performance of that touchpoint.
The CSAT Question
A typical CSAT question clearly names the experience:
How satisfied were you with your store experience today?
The more specific the experience the question points to, the more actionable the result. Instead of asking whether the customer is satisfied in general, asking how satisfied they were with the delivery process makes it clear which team needs to act.
Choosing a Scale
The most common choice is a 1-5 scale:
| Score | Meaning |
|---|---|
| 5 | Very satisfied |
| 4 | Satisfied |
| 3 | Neutral |
| 2 | Dissatisfied |
| 1 | Very dissatisfied |
Scales presented with stars or emoji are often easier to answer in short surveys completed on a phone. Shorter scales such as 1-3 suit quick channels, while longer scales such as 1-7 may be preferred where more detailed measurement is needed. Keeping the same scale across periods is important for accurate comparison.
Calculation Methods
Share of Satisfied Customers
The most common method is the ratio of positive responses (4 and 5 on a 1-5 scale) to total responses:
CSAT (%) = (Number of customers who answered 4 or 5 / Total number of responses) x 100
Example: If 240 out of 300 responses are 4 or 5, CSAT is 80%.
Average Score
Some organizations report CSAT directly as an average score. In the same example, the average might come out at a value such as 4.2. The average can reveal small shifts even when the share of satisfied customers does not change; however, the percentage value is generally easier to interpret in management reports.
Using CSAT Correctly
CSAT is meaningful when asked right after the experience; the longer the gap, the more responses drift toward general perception. A QR code in the store, an SMS after delivery and an email after a support conversation are often the most suitable moments. For survey structure, see the customer satisfaction survey questions guide.
If it is not known which branch, channel or staff member a response belongs to, the result does not turn into improvement; adding unit information to the QR code or invitation link solves this problem. Low scores (1 and 2 on a 1-5 scale) gain value when the customer is followed up with; this process is described in the closed-loop feedback guide.
What Is a Good CSAT Score?
There is no universal threshold. The value varies by industry, scale, the touchpoint where the question is asked and who the respondents are. Published indices such as ACSI can give an idea for industry comparison; however, the difference between your own units and the change from period to period is often a more actionable indicator.
What CSAT Cannot Measure
CSAT measures momentary satisfaction; it does not show the customer's long-term loyalty to the brand. NPS is better suited for loyalty, and CES for how much effort a transaction requires. You can find how to use all three metrics together in the NPS, CSAT and CES comparison guide. For sample question sets, take a look at the customer satisfaction survey questions guide.