Benchmarking & Industry Standards:
What Is A Good CSAT Score?
Customer Satisfaction Score (CSAT) is the percent of respondents who mark a top rating on a post-experience question. “Good” depends on scale (1–5, 1–7, 1–10), method (relationship vs. transactional), and industry percentile. Anchor targets to retention and cost-to-serve.
A “good” CSAT is typically Top-Quartile for your industry and survey type. Normalize by scale and threshold (e.g., top-2-box on 1–5), compare by percentile not averages, and require a response-rate floor with confidence bands. Report both the score and your rank.
Principles For Trustworthy CSAT Benchmarks
The CSAT Benchmarking Playbook
A practical sequence to normalize CSAT and compare results across peers and segments.
Step-By-Step
- Standardize the item — Keep one question and one time anchor (e.g., “today’s chat,” “this delivery”).
- Choose scale & threshold — Decide 1–5/1–7/1–10 and define top-box or top-2-box as “satisfied.” Document translations.
- Set data hygiene rules — Response rate targets, minimum completes per segment (e.g., 100+), and confidence interval reporting.
- Select benchmark sources — Industry panels, peer exchanges, or third-party reports using the same scale and survey type.
- Compare by percentiles — Publish median, IQR, and your percentile rank; track year-over-year rank movement.
- Link to operations — Map drivers (speed, resolution, courtesy) and measure close-the-loop SLAs; prioritize fixes by impact.
- Set outcome-based targets — Calibrate CSAT goals to retention, repeat purchase, and cost-to-serve reductions.
CSAT Methods & Views: When To Use What
| Method | Best For | Data Needs | Pros | Limitations | Cadence |
|---|---|---|---|---|---|
| Top-Box CSAT (1–5) | Post-interaction benchmarks | Consistent scale; threshold | Simple; widely comparable | Sensitive to scale wording | Weekly/Monthly |
| Top-2-Box CSAT (1–5 or 1–7) | Customer care & logistics | Clear mapping of options | More stable than top-box | Less discriminating at top end | Weekly/Monthly |
| Mean Satisfaction Score | Trend analysis | Numeric scale continuity | Granular; easy to model | Not directly comparable across scales | Monthly |
| Relationship CSAT | Brand-level benchmarking | Periodic panel or broad sample | Macro signal for leaders | Mixes recent and historic experiences | Quarterly/Semiannual |
| Transactional CSAT | Touchpoint quality control | Event-linked invites, SLAs | Actionable; fast feedback | Channel/mode bias risk | Continuous |
| Weighted CSAT (By Volume/Value) | Prioritizing high-impact segments | Weights (orders, revenue, tenure) | Aligns to economics | Can hide small but critical segments | Monthly |
Client Snapshot: Percentiles Over Points
A retail subscription brand unified scales to 1–5 with top-2-box CSAT, then benchmarked via an industry panel. Raw CSAT rose from 82% to 84%, but percentile rank jumped from 55th to 78th. By focusing on “first-contact resolution” and delivery updates, repeat purchase rate improved 6% and service tickets fell 11% quarter over quarter.
Turn CSAT into outcomes by pairing close-the-loop workflows with content that resolves root causes. Align improvements to your journey map and operating model for durable gains.
FAQ: What Is A Good CSAT Score?
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