Subject areaMetrics and measurement
Also known asCSATcustomer satisfaction score
Customer satisfaction is the degree to which a product, a service or an interaction meets the customer's expectations.
It is usually measured with CSAT (customer satisfaction score): a short question, asked right after a purchase or a contact with support, which the customer answers with a rating on a scale.
It is a customer-centred metric, and alongside other measures of the relationship it helps to see where the experience cracks. Its limit is the moment: it captures the satisfaction of that instant, while the choice to stay depends on the whole customer experience. For this reason it is read together with retention, which shows what customers actually do afterwards.
An example
A company that makes mechanical components asks customers, after each delivery, for a rating on punctuality and on documentation. The documentation score stays low for three months, and the analysis leads to rewriting the data sheets instead of changing courier.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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