Guide
Five CSAT measurement mistakes that skew your score
Five common ways a CSAT program distorts its own score, each with the fix. It is for anyone who runs customer satisfaction surveys and wants a number they can trust before comparing it with a benchmark. Go through the list when you design the survey and again when the results look odd. Koji asks the CSAT question in a conversation and probes the reasons behind each rating.
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What's in this guide
- Surveying too late: Days after the interaction you measure general mood, not the experience. Trigger it right away.
- Selection bias: If only the happiest or angriest customers reply, the score is skewed. Make it easy for everyone to answer.
- Leading questions: "How great was our support?" inflates scores. Ask how satisfied they were with the support they got.
- Averaging away the signal: A blended company score hides the touchpoint that is failing. Split it by product area, channel and tier.
- Treating the number as the goal: The score is a thermometer. Chasing the digit without the reasons leads to cosmetic fixes.
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<a href="https://www.koji.so/visuals/csat-measurement-mistakes-that-skew-your-score"><img src="https://www.koji.so/visuals/csat-measurement-mistakes-that-skew-your-score/csat-measurement-mistakes-that-skew-your-score.png" alt="List of five CSAT measurement mistakes: surveying too late, selection bias, leading questions, averaging away the signal and chasing the number." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/csat-measurement-mistakes-that-skew-your-score">Five CSAT measurement mistakes that skew your score</a>, Koji</p>
