CSAT (Customer Satisfaction): the customer satisfaction indicator

3 min

NPS is not the only customer satisfaction indicator you can work with to measure your company's Customer Experience. CSAT is one of the most used, together with the CES. However, to find the best metric for your company, it is necessary to understand the characteristics of each. In this article we are going to talk about the CSAT, your differentials and how this indicator can help your company.

CSAT, the first customer satisfaction indicator

The first Customer Satisfaction indicator, the CSAT, or Customer Satisfaction, began its journey in 1989 in Sweden, where it was initially called the Swedish Customer Satisfaction Barometer or SCSB. Claes Fornell, one of the founders of ACSI (American Customer Satisfaction Index), was the one who developed the methodology in Sweden, as well as in the United States. Beginning 1994, together with other researchers from the University of Michigan, in conjunction with the American Society for Quality (ASQ) in Milwaukee, Wisconsin, and the CFI Group in Ann Arbor, Michigan, started ACSI, or American Customer Satisfaction Index (American Customer Satisfaction Index).

Oh ACSI (American Customer Satisfaction Index) started in 1994. More from 2010 its database has become public and is updated frequently.

You can track the CSAT from 10 sectors and 43 american economy industries.

To view this data click here.

How to apply and calculate the CSAT

The CSAT consists of a single question, but it can be applied in different processes and phases of interaction with the customer. So you can do it more than once, each adapted to a specific interaction.

Questions and answers usually have a scale of five (5) levels. see below:

Como calcular CSAT

The result of the CSAT is the sum of the percentage of respondents who chose “satisfied” or “very satisfied”. When the result is above 70%, many companies consider themselves in a good way, but still the most appropriate is to know the level of the sector of your company before making this judgment.

In the absence of a Brazilian institution that collects and publicly discloses this customer satisfaction indicator, it is also possible to find a reference for your sector by consulting the ACSI (click here).

The Main Benefit of Customer Satisfaction

O Principa Beneficio do CSAT

Usually applied at the conclusion of a customer interaction, the main feature of CSAT is short-term measurement. That is, the result is associated with that recent experience and not with the customer's long-term relationship with the brand. Short-term measurement is effective to prevent churn (evasion of customers), after all it will be possible to identify the main reasons for dissatisfaction and in which interactions are being generated.


In addition to the CSAT there is also the NPS (Net Promoter Score) it's the CES (Customer Effort Score) as customer satisfaction indicators. They have been featured in Harvard Business Review in 2003 and 2010, respectively. Both came with the purpose of updating and complementing the existing theories.

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