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Measures how satisfied your users are with your product or a specific feature. It’s a broad KPI so it doesn’t provide much (or any) insight into exactly what elements your users are or are not satisfied with. However, used in conjunction with other KPIs, it can give you an indicator as to your user’s happiness levels—and thus how your product is performing from a UX standpoint
To measure customer satisfaction, you can ask your users to answer just one question: How satisfied are you with the product? Here, you can replace the word ‘product’ with whatever is relevant—feature, website, or app, for example.
Users can answer on a scale of 1-5, 1 being ‘very unsatisfied’ and 5 being ‘very satisfied’. Based on the answers you gather, you can calculate your final CSAT score as follows:
Add up how many users answered with a 4 or a 5 (‘satisfied’ or ‘very satisfied’). These are your satisfied users (and the only users who will count for this score).
Divide the number of satisfied users by the total number of responses you received. For example, if you surveyed 150 users and 50 of those count as satisfied customers, you would do: 50 ÷ 150 = 0.33. You can then multiply this by 100 for an overall customer satisfaction score (CSAT) of 33%.
The definition of a ‘good’ CSAT score varies by product and industry. Research suggests that the average CSAT for e-commerce products is 77. The software industry also reports an average score of 77, compared to 75 for the online travel industry. When interpreting your customer satisfaction score, it’s important to benchmark against the average for your industry as well as your own past performance.
Define questions and then ask users.
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