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How and why to request user opinions on a site: CSAT guide

In order to find out customers’ opinions about the business, they use different rating systems, including CSAT – customer satisfaction score, that is, customer satisfaction index. It works very simply: you need to do a survey “How satisfied are you with X?” With a scale from “dissatisfied” to “satisfied” and post it on the website, in the application, or send it by mail.

How satisfied are you
This method does not bring extensive feedback, but it perfectly indicates the problem areas of the business (and understanding the problem is already half the solution). By the way, it is CSAT that is usually built into ticket systems.

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How it works
CSAT polls can relate to anything: product, service, content, process, service or personnel. The original methodology uses the question “How satisfied are you” – “How satisfied are you”, but in Russian it is often replaced by the options “How satisfied are you” or “How much do you like” – they sound more natural and do not sound like an office clerk.

There is no universal scale size – usually a three, five or ten point system is used, but you can work differently. The accuracy of the assessment depends on this: usually the more divisions, the lower the accuracy of the survey.

For example, if you use a 10-point scale, some users will put 6 points, and part 7 – how to interpret the difference between them? And how important are these “shades of satisfaction” to you?

With a 5-point system, the score becomes clearer:

1 – not satisfied at all

2 – rather not satisfied

3 – neutral

4 – rather satisfied

5 – completely satisfied

And with a 3-point, even a little exaggerated:

1 – everything is bad

2 – normal

3 – excellent

Tip: if the ratings do not give a clear understanding of the situation, try reducing the number of divisions and making it even, 4 or 6 points. An even scale will clearly show an advantage in the mood of customers and will not allow the user to put a “convenient” neutral rating.

What can be estimated
Through CSAT surveys, you can evaluate a brand, its product, personnel or process, using it at any time – during sales, using a product or in the process of interacting with content.

Here are some examples of what you can check with CSAT:

Goods and services: how much the product meets expectations, copes with the task or not, whether the quality of the product satisfies, whether the effect of the service is pleasant.
Service and staff: how fully technical support answered the question and helped to cope with the problem; whether the manager’s service was pleasant or not, how informative the consultation was; Did they respond quickly to the client’s appeal and so on.
Interface, ease of use of the service or order on the site: how convenient it is to use, immediately figured out the interface or not, did you find the necessary sections, were there any problems with the order / payment, and so on.
Separate services such as product returns: are you satisfied with the speed of response to the request and how the manager solved the problem, whether they will be re-contacted or not.
Blog: add a rating scale after each article asking if the information helped solve the problem, is the topic sufficiently revealed, is this the article that the user was looking for.
Email: how much you like to receive letters, whether the frequency of letters suits you, how interesting it is to read, whether the format is suitable, etc.
In one survey, you can ask to evaluate several aspects at once, for example, product + service or website + delivery + product. It is better if there are no more than five questions – practice shows that over this level the percentage of occupancy is reduced. The optimal number is from 1 to 3 questions in one form.

Sample survey to evaluate several aspects at once from United Airlines
Sample survey to evaluate several aspects at once from United Airlines
Tip: if possible, keep track of the survey’s fill. A response rate of less than 30% usually means one of two things:

incomprehensible / complicated wording;
many questions / uncomfortable to answer.

How to use CSAT
CSAT polls are very simple and quick to get information, so they can be added at different points in the client’s life cycle. So you can appreciate the step-by-step interaction, and this has a good effect on the quality of service: you can quickly see the weaknesses in the processes, fix them and almost in live mode evaluate how users’ opinions change.

A sense of proportion is very important here: if a user receives a poll after each action, he will “merge” very quickly. He is not in the focus group, it is not his job to constantly answer questions.

As for the duration and frequency of use: if you see stable assessments for some aspect for a long time, you can probably stop the survey and switch to something else.

For example, if users for 3 consecutive months maximize the convenience of the order, then this process is licked from all sides. It makes no sense to delve further into it – it is better to switch to evaluating technical support, delivery or return of goods.

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