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Customer Satisfaction Score (CSAT): Everything You Need To Know

As business owners, you definitely have the urge to know the level of customer satisfaction. Yet, the question is, what are the indicators that the customer is satisfied? In other words, how are you going to measure customer satisfaction?

Is a returning customer a satisfied one? Or is the customer who doesn’t complain about his/her purchase? It’s definitely a tough choice, especially since customer satisfaction is vital for the success of your e-commerce business.

A satisfied customer is one who will eventually become a loyal one and a brand advocate. Also, a satisfied customer is less likely to switch to competitors. 

You won’t have to overthink about customer satisfaction indicators anymore, as we are here to tell you about a customer satisfaction score. 

So, don’t forget to take notes.

Table Of Contents:

  1. What is A Customer Satisfaction Score?
  2. How To Calculate Customer Satisfaction Score?
  3. What Is A Good Customer Satisfaction Score For E-commerce Brands?
  4. How To Increase CSAT?

What is A Customer Satisfaction Score?

Customer satisfaction score (CSAT) is an important customer experience metric that measures customer satisfaction with a certain product, service, interaction, or business.

The score is gathered through surveys and feedback forms that ask a very simple question which is “ How satisfied were you with the overall experience?”. 

It’s a very straightforward way, and here lies its magnificence. 

Customer Satisfaction Score Calculation

As we mentioned earlier, the customer satisfaction score is a direct metric, and so does its calculation. 

Therefore, calculating it is simply done by gathering the total number of satisfied customers / by the total number of responses and then multiplying by 100. 

Yet, let’s break it down to simplify how to gather customers’ responses.

By sending the customer feedback survey, customers are required to respond based on a numerical scale. The scale can be from 1-5 or from 1-10 in which 1 is the least satisfactory and 5 or 10 is the most satisfactory.  

Then, you gather the total number of satisfied customers who are the ones who rated 4-5 points and divide by the total number of responses. 

For example, 15 customers out of 20 rated your business as 4-5 stars. As a result, your customer satisfaction score is 15/20=0.75 x100=75%.

Well, the score is 75% which indicates that your e-commerce is on the right track.

The satisfaction surveys can be done in various forms. For instance, you can ask for shoppers’ feedback by sending an email or a pop-up while using the app or website.  

What Is A Good Customer Satisfaction Score For E-Commerce Brands?

good CSATImage source:

It’s evident by now that you understand CSAT and its importance as a metric in measuring customer satisfaction. 

However, another dilemma you might be facing is identifying a good customer satisfaction score. Hence, there has to be a clear benchmark which shows if your score is a good or a bad one. 

The good news is there is a benchmark that indicates what is a good CSAT. The bad news is there is no widely applied benchmark, which means a good score varies based on the industry. 

The American Customer Satisfaction Index provides a benchmark for every industry. For example, the score for Internet retail stores is 77%. 

But we aim to simplify things for you. So, as a rule of thumb, a good customer satisfaction score varies between 75% to 85%. Also, the higher your score, the better the customer satisfaction. 

Therefore, if your CSAT is within this range, we are glad to tell you that you are doing a great job. 

However, it’s worth mentioning that a good CSAT is not the sole indicator of your business success or your top-notch service. They just give you a general view of your e-commerce and its performance compared to competitors.  

How To Increase Customer Satisfaction Score?

1- Analyze Your CSAT Score To Identify Weaknesses

One of the first steps you need to follow to increase your CSAT score is to analyze it. This means you have to interpret your CSAT score to see if it’s within the good range or not. 

If your customer satisfaction score isn’t promising, you have to analyze such data to identify points of weakness in your store. 

For example, you can dive into dissatisfied customers to see if they are linked with a certain segment. Also, try to monitor any links between dissatisfied shoppers and an experience they encountered like slow replies. 

CSAT scores can provide you with a pool of valuable data. So, benefit from such data to identify drawbacks and start tackling them. This will undoubtedly increase your customer satisfaction score eventually. 

2- Make It Easy For Customers To Get Support

Customer support
When shoppers in brick-and-mortar stores need help, they just call for any of the staff and the matter will be handled immediately. Yet, this is not always the case in online stores, which makes the shopping experience less satisfactory. 

Therefore, you have to get over such a drawback by making it easy for customers to get support. They don’t have to call customer service, wait, and stay on hold whenever they need any help. 

Accordingly, a way to increase customer satisfaction scores is to incorporate a self-help service. Whenever a shopper needs help, they can go for a chatbot or live-chat option and their inquiry will be handled immediately. 

This makes customers’ shopping experience more satisfactory and leads to higher CSAT scores.   

3- Contact Low-scoring Customers For Feedback

Why not return to the old score to increase customer satisfaction score? Well, old schools never fail us. 

So, to prevent future low CSAT scores, you can simply contact low scorers to know the reasons behind their dissatisfaction. As a result, you will be able to avoid upcoming low scores.

By contacting shoppers, you will gather plenty of insights that will help develop your e-commerce performance and customer experience, which is necessary for high CSAT.  

4- Use Personalization

As we always say, now is the time of personalization. 

Customers enjoy having a personalized shopping experience that is shaped to their individual needs. It makes them more engaged with your brand, loyal, and most importantly, satisfied.

So, a way to increase customer satisfaction scores is to create personal interactions with your shoppers. Hence, go a step backward to your customer segments and start to personalize according to each segment. 

5- Create A Community

Generally, people love the feeling of belonging to a group. Online shoppers are no exception. 

Therefore, creating a community for your brand gathers all of your customers in one place and enables your e-commerce store to strengthen its bond with its customers. 

A community can be on social media groups, forums, webinars, or sessions. In addition, customers can ask questions and get a real-time response from people who share the same product experience as theirs. 

Accordingly, communities improve customer engagement by giving them a place to interact with each other.   

Final Thoughts:

Even though the customer satisfaction score is not the sole indicator of your e-commerce success, it’s still vital as it shows if your online store is on the right track. 

In addition, we always believe that a satisfied customer is the one of highest value to your e-commerce. He is most likely to be a loyal one and advocate for your brand. 

So, that’s your sign to start monitoring and increasing your customer satisfaction score.

Speaking of customer satisfaction, you have to check out

It’s a marketing automation tool that paves the way for increasing customer satisfaction in your e-commerce through the plenty of services it offers. For instance, it offers email marketing to build and customize your email marketing campaigns. 

Also, it has a powerful product recommendation engine to offer customers relevant recommendations based on their purchase history. In addition, it allows your e-commerce to boost sales by personalizing ads across various channels.  

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