What is CSAT?
CSAT asks a simple question: “How satisfied were you with [experience]?” Respondents answer on a defined scale, and the score is calculated as a percentage. CSAT formula: (Number of satisfied responses / Total responses) x 100 = CSAT %“Satisfied” typically means the top two ratings on whatever scale you use. On a 5-point scale, that means ratings of 4 and 5. On a 3-point scale, it means the top rating only.
Question types and rating scales
- Numeric scale (1-5)
- Emoji or icon scale
- 3-point scale
- 7-point scale
The most common CSAT scale. Respondents rate from 1 (Very Dissatisfied) to 5 (Very Satisfied). Simple, familiar, and easy to analyze.
| Rating | Meaning |
|---|---|
| 5 | Very satisfied |
| 4 | Satisfied |
| 3 | Neutral |
| 2 | Dissatisfied |
| 1 | Very dissatisfied |
Creating a CSAT survey
Open the survey builder
Navigate to Sites > Surveys and click Create Survey. Name the survey clearly (e.g., “Post-Service CSAT” or “Support Ticket Satisfaction”).
Add the satisfaction question
On the first slide, add a Rating field. Set the number of steps to match your chosen scale (e.g., 5 for a 1-5 scale). Set the question text: “How satisfied were you with your experience?”
Add endpoint labels
Label the low end (e.g., “Very dissatisfied”) and the high end (e.g., “Very satisfied”) to anchor the scale.
Add an open-text follow-up
On a second slide, add a Long Text field asking “Is there anything we could have done better?” Mark this as optional to keep completion rates high.
Map to a custom field
Map the rating response to a custom contact field (e.g., “CSAT Score”) so the value is saved on the contact record.
Configure submission settings
Set a thank-you message: “Thank you for your feedback! Your input helps us improve.” Optionally redirect to a specific page after submission.
Distribution and timing
When you send a CSAT survey matters as much as the questions you ask.Post-purchase
Send 24 to 48 hours after a purchase while the experience is fresh.
After support
Trigger immediately after a support ticket is resolved or a conversation is marked complete.
Post-appointment
Send within a few hours of an appointment or service delivery.
Periodic check-in
Schedule monthly or quarterly surveys for ongoing clients to track satisfaction trends.
Analyzing CSAT results
Navigate to Sites > Surveys and select your CSAT survey to view analytics:- Overall CSAT percentage — the proportion of respondents who gave a satisfied rating (top two on your scale)
- Score distribution — see how responses spread across each rating level
- Trends over time — track whether satisfaction is improving or declining week over week and month over month
- Open-text responses — read qualitative feedback alongside the numeric scores
- Response rate — the percentage of contacts who completed the survey versus those who received it
- Drop-off analysis — per-slide abandonment data to identify friction
Workflow automation triggers
Automate follow-up actions based on CSAT responses to close the feedback loop quickly.Set up the trigger
Create a new workflow in Automation > Workflows. Use the Form Submitted trigger and select your CSAT survey.
Branch by satisfaction level
Add an If/Else condition checking the CSAT custom field:
- Satisfied (4-5): Send a thank-you email, optionally request a review
- Neutral (3): Send a follow-up asking what could be improved
- Dissatisfied (1-2): Alert the account manager or team lead via internal notification for immediate outreach
Add tags for segmentation
Use the Add Tag action to tag contacts as “CSAT-High”, “CSAT-Neutral”, or “CSAT-Low”. These tags enable targeted campaigns and smart lists.
Best practices
Keep it short
Keep it short
The best CSAT surveys have one to three questions. Every additional question reduces completion rates. The rating question alone can be enough for tracking trends.
Be specific about what you are measuring
Be specific about what you are measuring
Instead of asking “How satisfied are you with our company?”, ask about the specific interaction: “How satisfied were you with today’s appointment?” Specificity produces actionable data.
Close the loop
Close the loop
Always follow up on low scores. Automated workflows ensure no dissatisfied contact falls through the cracks. A timely response to negative feedback can recover the relationship.
Benchmark internally
Benchmark internally
Compare CSAT across service types, team members, and time periods. Internal benchmarking is more useful than industry averages because it measures your own improvement.