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What Is Customer Satisfaction Score? Complete Guide

The answer to what is customer satisfaction score can vary from company to company, but generally, the more satisfied a customer is with a product, the higher the score. A CSAT measures the overall satisfaction of customers with a product or service. The same is true for the net promoter score, which is used for Customer Engagement Solutions and to assess the loyalty of existing customers.  

Common Score Types

If you are running a business, weigh a product’s or service’s benefits against the overall customer experience. Then, use the information to improve your business. Here’s an overview of each of the most common score types. 

1. CSAT (Customer Satisfaction Score) 

A customer satisfaction score (CSAT) can be calculated by multiplying the number of responses received by 100. A detailed CSAT score can also be used to determine the percentage of satisfied clients. Companies can send surveys at various touchpoints, such as after a customer interacts with a support agent. This information is useful when analyzing the performance of a customer service team. 

Survey respondents should be divided into customer segments. These segments could be defined by industry, size of the company, time zone, or other key characteristics. Some clients will respond enthusiastically during the onboarding process, while others may respond less positively after a few months. The timing of the survey should also be carefully considered. Some clients may be enthusiastic about a new product or service. While others will respond more negatively after being with the same company for years.  

2. CES (Customer Effort Score) 

The customer effort score (CES) measures the ease of doing business with a company. It is calculated by aggregating customer responses and multiplying them by 100, which gives you a round number you can easily read. If CES is higher than 100%, you can use the data to reduce your costs and improve your customer experience. 

First, send customer satisfaction surveys right away after an experience. Otherwise, the results can be inaccurate because satisfaction surveys measure only a specific experience, rather than an overall effort. In other words, they don’t measure a customer’s ease of interaction with a brand.  

A high customer effort score may indicate a need to change your operations to make your customers’ experiences more pleasant. You can measure the ease of interaction by creating segments of customers and reducing the overall effort involved. 

3. NPS (Net Promoter Score) 

While CSAT measures customer satisfaction, NPS is used to measure a company’s overall customer experience. Developed by Fred Reichheld of Bain & Company, it demonstrates customer loyalty by tracking how likely a customer is to recommend a business to others. While the average NPS score is seven, a high score means a customer is excellent. While a low score indicates a passive customer. 

The key to a successful NPS program is maximizing the number of respondents and the completeness of their feedback. It is crucial to note that NPS results do not scale with effort. So, it is important to make the survey as relevant as possible.  

In retail and e-commerce, the optimal point for soliciting customer feedback depends on the product or service being offered. If your goal is to improve your overall customer experience, use the NPS to determine which improvements need to be made.  

How CSAT Reduces Customer Churn? 

One of the most important factors to consider when assessing your customer satisfaction score is your product’s churn rate. Your churn rate will let you know if you’re on track and providing the best care. 

Customer satisfaction scores can help you reduce customer churn, particularly if you publish them publicly. If your customers feel appreciated and valued, they will be more loyal and likely to purchase from you again in the future. Too many companies ignore their existing customer base and only market to prospects, which may be counterproductive. This can mean you end up with the same number of customers, but much lower revenue. By publishing your customer feedback, you will have a direct line to your customer base. 


Using a customer satisfaction score as a measure of brand loyalty can be beneficial for businesses in several ways. While this indicator can provide a short-term boost, it’s a less reliable gauge for long-term growth. This is why investors often give short shrift to surveys that measure customer satisfaction.  

High customer satisfaction scores are related to increased profits and revenue. It is also the first step of brand loyalty to identify CSAT. It will also help you determine which of your marketing strategies are effective in generating repeat business.  

To get the most out of a customer satisfaction score, companies must understand the competition.