The document provides an overview of customer satisfaction (CSAT) metrics, highlighting its importance in assessing customer happiness with support interactions and identifying areas for improvement. It discusses methods for measuring CSAT, with advice on how to formulate surveys and analyze results compared to industry benchmarks. Additionally, it offers guidance on actions to take based on whether the CSAT score is low or high, including seeking customer feedback and considering other metrics like customer effort score.

1. A Guide to:
Kayako’s Customer Support Metrics deep dive series
CUSTOMER
SATISFACTION
70%

2. What is customer satisfaction score?
C S AT

3. A customer satisfaction score indicates how satisfied
your current customers are with your product or
service.
What is customer satisfaction score?
C S AT

4. Why should you measure customer
satisfaction score?
C S AT

5. This metric shows how happy your customers were with
the whole process: from finding out how to contact
you, the actual conversations and also any follow up
correspondence you might have sent.
Why should you measure customer
satisfaction score?
C S AT

6. It also helps identify pain points in order to see which
aspects of your support could be improved.
You can get an indication of the quality of replies, too.
You can use this information to identify what aspect of
your support you can improve.
Why should you measure customer
satisfaction score?
C S AT

7. Get the Ultimate
Guide to Support
Metrics cheat sheet.
Your guide to all the
customer support
metrics that
matter, and how to
calculate them.
Check it out!

8. How to measure your
customer satisfaction score
C S AT

9. It can be measured a variety of ways, but the most
common is a transactional rating after contacting
support.
How to measure your
customer satisfaction score
C S AT

10. After a support conversation, send your customer a quick
one-question survey.
You might pose the following question:
“How would you rate your recent experience with our help
desk?”
With the options: “Bad” or “Good”.
*Tip - the shorter the survey, the more likely you are to get responses.
How to measure your
customer satisfaction score
C S AT

11. How to measure your
customer satisfaction score
C S AT
Check CSAT benchmark in your industry
Source: American Customer Satisfaction Index
Energy Utlities
Health Care & Social Assistance
Information
Transportation
Accomodation & Food Services
Manufacturing/Durable Goods
Manufacturing/Nondurable Goods
Finance & Insurance
Retail Trade
Public Administration/Government
E-Commerce
E-business
Sector
76.4
77.6
71.2
73.8
78.5
81.2
79.5
75.1
76.8
65.1
81.7
73.4
2014
74.3
75.1
68.8
74
78.3
78.8
76.7
74.8
74.8
63.9
79.5
74.4
2015
-2.70%
-3.20%
-3.40%
-0.30%
-0.30%
-0.30%
-3.50%
-0.40%
-2.60%
-1.80%
-2.70%
1.40%
% change

12. Number of
“Good” responses
Total number of
surveys received
X 100 = CSAT %
How to measure your
customer satisfaction score
C S AT

13. So you’ve got your
customer satisfaction score…
Now what?
C S AT

14. Low customer satisfaction score?
Less than your industry average
C S AT

15. Low customer satisfaction score?
Less than your industry average
What this means:
C S AT

16. Low customer satisfaction score?
What this means:
This indicates that your customer support interactions
need improvement.
C S AT
Less than your industry average

17. What to do:
Low customer satisfaction score?
Less than your industry average
C S AT

18. Ask your customers for more feedback to pinpoint
areas that you need to work on.
Once you’ve got this insight, make sure you act on it
to improve customer satisfaction.
C S AT
What to do:
Low customer satisfaction score?
Less than your industry average

19. Keep tracking your CSAT over time.
If it starts to go down even more, or stays consistently
low in spite of your efforts, you may need rethink your
support strategy.
If it’s on the way up, keep doing what you’re doing!
What to do:
Low customer satisfaction score?
Less than your industry average
C S AT

20. High customer satisfaction score?
More than your industry average
C S AT

21. What this means:
C S AT
High customer satisfaction score?
More than your industry average

22. Awesome job! Your customers are happy with
short-term interactions with you.
Now’s a good time to measure your performance over
the longer-term.
C S AT
What this means:
High customer satisfaction score?
More than your industry average

23. What to do:
High customer satisfaction score?
More than your industry average
C S AT

24. Consider measuring your customer effort score and
Net Promoter Score.
These will tell you how loyal your customers are and
how likely they are to recommend you to friends and
colleagues.
Now’s a good time to measure your performance over
the longer-term.
What to do:
High customer satisfaction score?
More than your industry average
C S AT

25. Get the Ultimate
Guide to Support
Metrics cheat sheet.
Your guide to all the
customer support
metrics that
matter, and how to
calculate them.
Check it out!

26. kayako.com
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