CSAT (Customer Satisfaction) measures customer satisfaction with the shop — asked after order, after chat, according to a clear scale. Online shops should measure safety in the right places: after receiving goods, after consulting, after resolving complaints - to know where customers are not satisfied and fix it. Zenify recorded a 21% increase in conversion rate (approved).
TL;DR
- CSAT measures customer satisfaction.
- Measure after receiving goods, after chatting, after making complaints.
- Short questions, clear scoring scale.
- Watch trends, don't react alone.
- Corrected according to the problem pointed out by customers.
What is CSAT?
CSAT measures customer satisfaction with the purchasing experience — usually with one question:
"How satisfied are you with your shopping experience at the store?"
1 ⭐ (very dissatisfied) → 5 ⭐ (very satisfied)
Calculate: % answers 4-5⭐ ÷ total answers (see What is CSAT).
Standard time to measure CSAT
Time | What to ask about
After receiving the goods | Quality, packaging, delivery
| After consulting | Does sales chat help?
| After resolving complaints | Has the customer calmed down yet?
After exchange | Is the process okay
How to survey CSAT
1. Hỏi ngắn
1 sentence + grading button — don't force customers to write long.
On the phone, it must be easy to press.
2. Right time
The customer has just received the goods and just finished chatting — still has emotions.
Do not ask when the customer is upset because the order is late.
3. Include an opening sentence (optional)
"What makes you unsatisfied?" — for reasons (see Customers criticize the product).
4. Automatic
Chatbot sends survey after application/after chat (see Chatbot Customer Service 24/7).
Use CSAT to improve the shop
Watch the trend: CSAT decreased for 2 consecutive weeks → there is a problem.
Divided by stage: CSAT delivery, consulting, individual products - correct stage repair.
Read open comments: Low scores come with reasons — corrected in the right place.
Quick response to complaints: customer 1-2⭐ → call back immediately for help.
Note when measuring CSAT
Don't ask too many questions: customers are afraid to answer, the results will be wrong.
Don't force high scores: Don't suggest "remember to give 5 stars".
Low response rate is normal: Small shops sometimes have few questions — see long-term trends.
If CSAT is low at any stage, fix that stage.