Satisfaction Survey

When to Use This Skill

Use this skill when you need to:

• Create a CSAT survey tied to specific customer touchpoints
• Design questions that produce actionable, measurable feedback
• Build benchmarking frameworks to track satisfaction over time
• Set up a recurring satisfaction measurement program

DO NOT use this skill for NPS surveys (use nps-survey), market research, or product feedback forms. This is specifically for measuring customer satisfaction with interactions and experiences.

Core Principle

CSAT MEASURES HOW WELL YOU DELIVERED ON A SPECIFIC PROMISE AT A SPECIFIC MOMENT — UNLIKE NPS (LOYALTY) OR CES (EFFORT), CSAT TELLS YOU WHETHER THE CUSTOMER GOT WHAT THEY EXPECTED RIGHT NOW.

Phase 1: Define Touchpoints

Identify which customer interactions to measure.

Required Inputs

Touchpoint Map

## Touchpoint Measurement Plan

| Touchpoint | When to Survey | Method | Target Response Rate |
|-----------|---------------|--------|---------------------|
| Post-purchase | Within 24 hours | Email | 25%+ |
| Post-onboarding | Day 7-14 | Email | 30%+ |
| Post-support | After ticket closed | In-ticket link | 20%+ |
| Post-delivery | After deliverable received | Email | 25%+ |
| Periodic check-in | Quarterly | Email | 30%+ |

GATE: Confirm touchpoints before designing the survey.

Phase 2: Build Survey

Create touchpoint-specific CSAT surveys.

CSAT Question Format

How satisfied were you with [specific interaction]?

[ 1 - Very Dissatisfied ]
[ 2 - Dissatisfied ]
[ 3 - Neutral ]
[ 4 - Satisfied ]
[ 5 - Very Satisfied ]

CSAT Score = (# of 4s and 5s / Total responses) x 100

Survey Templates by Touchpoint

Post-Purchase Survey:

1. How satisfied are you with your purchase experience? (1-5)
2. How easy was the buying process? (1-5)
3. What, if anything, almost stopped you from buying? [Open text]
4. Anything we could improve? [Open text]

Post-Support Survey:

1. How satisfied are you with the support you received? (1-5)
2. Was your issue resolved? (Yes / Partially / No)
3. How would you describe the response time? (Too slow / About right / Fast)
4. Any suggestions to improve our support? [Open text]

Post-Delivery Survey:

1. How satisfied are you with what was delivered? (1-5)
2. Did the deliverable meet your expectations? (Exceeded / Met / Below)
3. What did you like most? [Open text]
4. What could be improved? [Open text]

Quarterly Overall Survey:

1. Overall, how satisfied are you with [Business Name]? (1-5)
2. Which area are you most satisfied with? [Multiple choice: Product / Support / Communication / Value]
3. Which area needs the most improvement? [Same options]
4. Is there anything specific you would like us to change? [Open text]

Survey Email Template

Subject: Quick feedback? (Takes 60 seconds)

Hi [Name],

[One sentence about the recent interaction — "You just [completed purchase / received support / got your deliverable]."]

I would love your quick feedback:

**How satisfied were you?** [Click a number: 1-5]

Your response helps us improve. Thank you!

[Name]

GATE: Present survey for review before building benchmarks.

Phase 3: Benchmarking

Set up measurement and tracking frameworks.

CSAT Dashboard

## CSAT Dashboard — [Period]

### Overall
| Period | Responses | CSAT Score | Trend |
|--------|-----------|-----------|-------|
| [Month 1] | [#] | [%] | — |
| [Month 2] | [#] | [%] | [+/-%] |

### By Touchpoint
| Touchpoint | Responses | CSAT Score | Target | Status |
|-----------|-----------|-----------|--------|--------|
| Post-purchase | [#] | [%] | 85%+ | On/Off Target |
| Post-support | [#] | [%] | 90%+ | On/Off Target |
| Post-delivery | [#] | [%] | 85%+ | On/Off Target |

Industry Benchmarks

Target: 5-10 points above your industry average.

Segmentation Analysis

Break CSAT by customer segment to find hidden patterns:

• By customer tenure (new vs. long-term)
• By plan level (free vs. paid vs. premium)
• By use case or product line

Phase 4: Act

Convert satisfaction data into improvements.

Response Protocol

## CSAT Response Actions

| Score | Action | Timeframe |
|-------|--------|-----------|
| 1-2 (Dissatisfied) | Personal outreach to understand and resolve | Within 48 hours |
| 3 (Neutral) | Follow-up email asking what would improve the experience | Within 1 week |
| 4-5 (Satisfied) | Thank-you email + request for review or referral | Within 1 week |

Monthly CSAT Review

1. What is the overall CSAT trend?
2. Which touchpoint has the lowest score? Why?
3. What themes appear in open-text responses?
4. What one change would improve the lowest-scoring touchpoint?
5. Have previous improvements impacted scores?

Closing the Loop

After implementing changes based on CSAT feedback:

• Notify respondents that their feedback led to changes
• Re-measure the touchpoint to confirm improvement
• Share CSAT improvements with the team

Anti-Patterns

• Surveying every interaction — sending a survey after every email creates fatigue. Survey key moments only.
• Long surveys — more than 5 questions kills completion rates. Keep CSAT surveys under 2 minutes.
• Not acting on low scores — collecting satisfaction data without follow-up is worse than not asking.
• Only measuring overall satisfaction — touchpoint-specific CSAT reveals where problems live. Overall CSAT hides them.
• Celebrating high scores without investigating — 90% CSAT with 10% response rate may mean only happy customers respond.

Recovery

• Low response rates: Shorten the survey to 1-2 questions. Improve the subject line. Send within 1 hour of the interaction.
• CSAT score drops suddenly: Check for a specific incident or process change that coincides with the drop. Do not assume a trend from one period.
• All responses are 4-5 (suspiciously high): Add an open-text question that invites criticism: "What is the ONE thing we could do better?"
• User has no survey tool: Use a simple Google Form or Typeform free tier. Even a reply-to-this-email format works at small scale.
• User is not sure which touchpoints to measure: Start with post-support (highest signal for improvement) and post-purchase (highest signal for marketing).