{"id":19681,"date":"2025-02-19T10:40:14","date_gmt":"2025-02-19T09:40:14","guid":{"rendered":"https:\/\/then.agency\/articoli\/csat"},"modified":"2026-10-07T22:33:53","modified_gmt":"2026-10-07T21:33:53","slug":"csat","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/csat","title":{"rendered":"CSAT: a guide to measuring customer satisfaction"},"content":{"rendered":"<div>Measuring customer satisfaction is essential for all companies that aim to build lasting, profitable relationships. Among the most widely used indicators in Customer Experience (CX) is the <strong>Customer Satisfaction Score (CSAT)<\/strong>, an effective metric for assessing customer satisfaction with specific products, services or interactions.<\/div>\n<p>In this guide we will look at what CSAT is, how to measure it correctly and which best practices the leading experts in the field recommend.<\/p>\n<h2>What is CSAT?<\/h2>\n<p>The <strong>Customer Satisfaction Score (CSAT)<\/strong> is a quantitative metric that measures how satisfied customers are with a given product, service or specific interaction. CSAT is generally collected through a simple, direct question such as:<\/p>\n<blockquote><p>&#8220;How satisfied are you with your experience?&#8221;<\/p><\/blockquote>\n<p>Responses can be collected with a numerical scale (for example from 1 to 5 or from 1 to 10) or through verbal options such as &#8220;very satisfied&#8221;, &#8220;satisfied&#8221;, &#8220;neutral&#8221;, &#8220;dissatisfied&#8221; and &#8220;very dissatisfied&#8221;. The final result is the percentage score of positive responses out of the total.<\/p>\n<p>According to <a href=\"https:\/\/www.nngroup.com\/articles\/customer-satisfaction-csat\/\" target=\"_blank\" rel=\"noopener\">Nielsen Norman Group<\/a>, the simplicity of the question makes CSAT ideal for getting immediate, easily interpreted feedback.<\/p>\n<h2>Why is CSAT important?<\/h2>\n<p>Research by <a href=\"https:\/\/www.qualtrics.com\/experience-management\/customer\/customer-satisfaction\/\" target=\"_blank\" rel=\"noopener\">Qualtrics<\/a> shows that companies that regularly monitor CSAT manage to adapt quickly to customer needs, improving competitiveness and performance.<\/p>\n<p>The main benefits of using CSAT are:<\/p>\n<ul>\n<li><strong>Solving customer problems promptly<\/strong>, avoiding negative escalation.<\/li>\n<li><strong>Increasing the loyalty<\/strong> of satisfied customers, boosting retention and positive word of mouth.<\/li>\n<li><strong>Optimizing resources<\/strong>, quickly identifying the critical areas to improve.<\/li>\n<\/ul>\n<h2>How to measure CSAT: best practices<\/h2>\n<p>To get the most out of CSAT, it is important to follow a few specific best practices:<\/p>\n<h3>Timing of the measurement<\/h3>\n<p>Collect CSAT right after the interaction, to get realistic and accurate feedback. Some practical examples are:<\/p>\n<ul>\n<li>After an online purchase.<\/li>\n<li>At the end of a call with customer service.<\/li>\n<li>Right after using an app or digital platform.<\/li>\n<li>At the end of a physical experience in a store or at an event.<\/li>\n<\/ul>\n<h3>Clarity and simplicity<\/h3>\n<p>Simple, clear wording helps avoid confusion and ambiguity in the answer.<\/p>\n<h3>A short, intuitive scale<\/h3>\n<p>Opt for short scales (for example, 1 to 5), which make it easy for the customer to understand and respond quickly.<\/p>\n<h3>Regular frequency of measurement<\/h3>\n<p>Measure CSAT regularly to monitor the overall level of satisfaction in real time.<\/p>\n<h3>Immediate follow-up<\/h3>\n<p>Quickly analyze the data collected and step in promptly to fix any issues.<\/p>\n<p>According to <a href=\"https:\/\/www.medallia.com\/customer-satisfaction-score-csat\/\" target=\"_blank\" rel=\"noopener\">Medallia<\/a>, companies that follow these practices achieve superior performance in terms of loyalty and satisfaction.<\/p>\n<h2>Common mistakes to avoid with CSAT<\/h2>\n<p>To maximize the effectiveness of CSAT, it is essential to avoid some bad practices:<\/p>\n<ul>\n<li><strong>Neglecting negative feedback<\/strong>: For example, Amazon significantly improved its logistics by using negative reviews to make concrete improvements.<\/li>\n<li><strong>Measuring without acting<\/strong>: CSAT should not be just a number, but a tool for making operational decisions.<\/li>\n<li><strong>Collecting feedback from an unrepresentative sample<\/strong>: make sure the survey involves all significant segments of your customer base.<\/li>\n<\/ul>\n<h2>Integrating CSAT into your Experience Design strategy<\/h2>\n<p>According to <a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/customer-satisfaction\" target=\"_blank\" rel=\"noopener\">Interaction Design Foundation<\/a>, CSAT works best when integrated with other complementary metrics such as the <a href=\"https:\/\/then.agency\/en\/articoli\/net-promoter-score-nps-what-it-is-and-why-it-matters\">Net Promoter Score (NPS)<\/a> and the Customer Effort Score (CES), thus offering a complete view of the Customer Experience.<\/p>\n<p>Use CSAT results to feed continuous improvement cycles, taking a strategic approach aimed at the sustainable growth of customer satisfaction.<\/p>\n<h2>Conclusions<\/h2>\n<p>Measuring CSAT is a fundamental step for companies that want to constantly improve their Customer Experience. When applied correctly, CSAT lets you quickly identify critical areas, optimize resources and increase customer loyalty.<\/p>\n<p>Do you want to improve the experience you offer your customers? <a href=\"https:\/\/then.agency\/en\/book-a-call\">Contact us<\/a> to find out how we can help you with strategies tailored to your company.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to measure customer satisfaction: timing, question wording and reading the result.<\/p>\n","protected":false},"author":10,"featured_media":17619,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"CSAT: what customer satisfaction is and how to measure it","rank_math_description":"What CSAT is, how to calculate customer satisfaction, when to use it and its limits compared with NPS and CES.","rank_math_focus_keyword":"csat","fonti_articolo":"<ul>\n<li><a href=\"https:\/\/www.nngroup.com\/articles\/customer-satisfaction-csat\/\">Nielsen Norman Group, \"Customer Satisfaction (CSAT)\"<\/a><\/li>\n<li><a href=\"https:\/\/www.qualtrics.com\/experience-management\/customer\/customer-satisfaction\/\">Qualtrics, \"What is Customer Satisfaction (CSAT)?\"<\/a><\/li>\n<li><a href=\"https:\/\/www.medallia.com\/customer-satisfaction-score-csat\/\">Medallia, \"Customer Satisfaction Score (CSAT)\"<\/a><\/li>\n<li><a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/customer-satisfaction\">Interaction Design Foundation, \"Customer Satisfaction\"<\/a><\/li>\n<\/ul>\n","riassunto":"<p>A single question, how satisfied are you with your experience, and a number that tells you how it went.<\/p>\n<p>CSAT is simple, and that is exactly why it is often done wrong: asked at the wrong moment or worded badly, it measures something different from what you think.<\/p>\n<p>When to collect it, how to write the question and choose the scale, how often to repeat it and why immediate follow-up is worth more than the score. With the mistakes that make it useless.<\/p>","footnotes":""},"categories":[51],"tags":[],"class_list":["post-19681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cx-en"],"_links":{"self":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/comments?post=19681"}],"version-history":[{"count":0,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19681\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media\/17619"}],"wp:attachment":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media?parent=19681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/categories?post=19681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/tags?post=19681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}