Customer Experience Evaluation: Customer Satisfaction Score (CSAT)

In a highly competitive business world, providing great call center customer satisfaction is important to sustaining any company. Superior customer service can be the factor that sets one company ahead of its rivals. Conversely, poor customer service may be the reason that some companies struggle to stay profitable.

Estimating the quality of the call center interactions that take place is done by establishing and tracking metrics based on customer feedback. Customer input can provide insights that lead to more effective call center management. Today’s call centers track customer satisfaction scores.


Defining a Customer Satisfaction Score (CSAT)

This is a grade or numeric score that indicates how well call center agents meet or exceed customer expectations. While customer experience evaluation could involve weighing indirect factors such as abandoned calls or calls handled, the CSAT score captures the response of the customers themselves. The purpose is to give a comprehensive and accurate view of customer satisfaction on a consistent basis, whether in terms of individuals, teams, or overall performance.

Customers are invited to measure their own level of satisfaction with each experience. By collecting and reviewing this feedback, companies gain a better understanding of not just agent performance, but the aspects and quality of service that customers expect.

CSAT can estimate how satisfied customers are with the product and service they receive, while NPS (Net Promoter Score) determines how likely they are to refer the product or company brand to others. These answers become actionable metrics that help companies to discover insights into customer retention, call center training needs, and more productive ways of promoting new products and services. Using metrics to set and achieve call center goals is crucial to effective call center management.


Measuring CSAT Score

Customers are typically asked at the end of their experience to rate their service by selecting from simple ratings like Very Unsatisfied, Unsatisfied, Neutral, Satisfied, or Very Satisfied. Alternatively, they may be asked to rate their experience on a scale of 0 to 100, with 100 being completely satisfied. Exactly what constitutes a satisfactory rating in this case is up to the company; for instance 55 may be satisfactory to some and 65 to others.

These ratings are requested for several criteria, such as agent’s knowledge or friendliness, promptness of service, and so on. This way, call center mangers can reliably conduct customer experience evaluation on several key aspects of customer service.

One standard metric is to divide the total number of ratings by those rated as satisfactory or better to get a ratio or percentage of satisfied customers overall. Scoring in the higher two tiers of customer satisfaction are widely considered the best indicators of customer retention.


Applying CSAT to the Call Center

As call centers are constantly engaged with customers, CSAT surveys are a running measure for implementing effective call center management. The customer is invited to take a survey at the end of the call, either through the telephony system, SMS, or email. Survey invitations may also be sent out by ticketing systems only after the customer’s issue has been resolved.

CSAT surveys are versatile tools. Call center management can design or alter surveys as they wish to explore specific areas of service such as wait time, agent courtesy, brand perception, or the survey itself.

All call centers are anxious to attain higher CSAT scores, but how those results are applied to the call center is crucial to making improvements. Unsatisfactory ratings call for analysis. Some indicators include the proportion of negative responses or the average time it takes to respond to and/or resolve customer issues.
CSAT on specific aspects such as product quality, design, or support can help to guide product development. Customer expectations can suggest ways to improve call center customer satisfaction, such as incentives or tutorials, that will contribute to customer loyalty.

Good customer service also depends upon the motivations of the call center employees. There is a direct relationship between the level of employee satisfaction and the level of customer satisfaction. Wages, benefits, workflows, schedules, and company policies can all influence the engagement employees have with their jobs and their dedication to the employer.


Improving CSAT Scores

Call center managers can boost their CSAT scores by adopting and observing the following strategies:

  • Focusing on agent “soft” skills for more positive customer reactions
  • Defining and implementing more efficient call routing policies
  • Monitoring, tracking, and reviewing related call center KPIs
  • Providing additional feedback channels such as social media, and include responses in call center metrics
  • Emphasizing the importance of improving first call resolution metrics
  • Deploying modern technology that allows customers to reach support agents via chat, email, text messaging, mobile apps, and other channels, in order to ensure getting a wide range of responses.

Getting more responses could also involve making surveys simpler and more specific so the customer isn’t asked to spend much of their time, then inviting them to take more complex surveys at their leisure. Customer interactions should always include thanking them for their contribution, or accountability by apologizing for mistakes, so that they’re left with positive emotions. It’s also essential to act upon the feedback gained; if a small adjustment can improve the experience for one customer, it may please many more.

While a bit of leeway should allow for personality and flexibility from agents, it’s also important that service levels, personal skills, and company knowledge be consistent across the call center. Widely varying experiences could skew perceptions from one call to the next even for the same customer. Consistent quality, good listening skills, and smooth, professional interactions should be the norm on every call. Ensuring that everyone is held to these standards will support higher CSAT scores.


Gathering customer feedback to provide CSAT scores is a valuable tool for improving customer service. Either overall scores or scoring different aspects of the customer experience will help to improve customer loyalty and can reveal a lot about employee engagement. A focus on improving CSAT scores raises consumer perceptions and the bottom line.


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