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CSAT surveys: A comprehensive guide

Learn what are CSAT surveys, how to create a CSAT survey, tips, and best practices from the team.

Maciej Pliszka avatar
Written by Maciej Pliszka
Updated over 2 weeks ago

Purpose of this guide

You can think of this as your ultimate resource for launching and managing successful CSAT surveys. This guide is designed to streamline the entire process and equip you with everything you need to boost customer satisfaction at every step of the customer journey.

Here’s what you’ll find:

  • A solid grasp of CSAT fundamentals - We’ll explain what CSAT is, why it’s important, and most importantly, how it fuels business growth.

  • Steps for creating a CSAT survey - From selecting the right survey channel (email, web, or mobile) to customizing questions for your audience, we’ve got a lot to cover.

  • Practical tips and best practices - You’ll learn how to identify key touchpoints, analyze results, and make data-driven decisions.

  • Real-world examples - Discover how other businesses are successfully using CSAT surveys, offering you some awesome inspiration and practical ideas along the way

Whether you’re new to CSAT or simply looking to refine your existing strategy, this guide provides everything you need to confidently create, launch, and analyze CSAT surveys. You’ll save time, avoid common mistakes, and be ready to turn customer feedback into actionable insights that lower retention, drive loyalty, and business growth.

Understanding CSAT Surveys

What is CSAT?

CSAT stands for Customer Satisfaction Score, and, as indicated by its name, it tells you how happy your clients are with a recent experience they had with your brand. Calculating CSAT lets you predict customer loyalty and spot weak points in your customer experience program.

Fun fact: Next to Net Promoter Score® and Customer Effort Score, Customer Satisfaction Score is among the most frequently used customer satisfaction metrics.

How do you calculate the score?

A CSAT survey usually consists of one main question:

How would you rate your overall satisfaction with the service you received?

Typically, answer options are graded on a scale from 1-5, where 1 means very unsatisfied and 5 represents very satisfied.

The general formula for how you can measure your score after the responses:

We advise you to choose 4 (satisfied) and 5 (very satisfied) answers to implement the formula as it has been shown that the most reliable indicator of customer retention is using the two greatest values on customer feedback surveys.

💡Further reading and a more in-depth look at what makes a CSAT score ‘good’, check this out 🙂

What are the biggest benefits of CSAT?

  • Verify general brand sentiment

    CSAT can help you analyze your brand sentiment. If you get mostly 4s or 5s on a 1-5 scale, there's a high chance customers like your services and consider you a source of good word of mouth. On the flip side, if you get many 1, 2, or 3 ratings, you’re most likely not meeting customer expectations.

  • Prevent customer churn

    While a low number of leaving customers is no reason for concern, the situation might get serious if the churn rate continues to grow. After all, the most sustainable way to grow a business is to increase customer retention and customer lifetime value

    The best way to prevent churn is to identify unhappy customers, reach out to them, and make amends before they drop your service. By analyzing your CSAT results, you’ll see which clients you should talk to restore their trust in your business immediately.

  • Assess the effectiveness of your initiatives: sales, marketing, and customer success

    If you want your business to grow, you need to experiment with new initiatives and take risks constantly. While it’s perfectly normal to make mistakes, it’s also good to know how what you did was perceived by your clients.

    With CSAT surveys, a huge benefit is that you can gauge how customers perceive these efforts and make informed decisions before scaling them further. For example, you’re currently testing a new self-service support portal. Instead of launching it broadly, you can roll it out to a pilot group that represents a cross-section of your customer base. And after a few weeks, you can send a CSAT survey to this group to understand how their experience is going so far. So you’ll ask things like: Was the experience intuitive? Did it meet their needs? What would they do differently?

    Once you start gathering that feedback, it gives you a chance to analyze it from this representative sample, revealing areas for improvement, allowing you to fine-tune the portal before a full-scale launch. Ultlimately, this minimizes risks and ensures that the broader audience receives an optimized experience.

  • Acquire more referrals

    Receiving a high Customer Satisfaction Score is an excellent opportunity for getting referrals. According to New Voice Media:

    69% of people are willing to recommend the brand to others after a satisfactory customer experience, while 50% say they’d buy from the company more often.

    Identify clients who gave you a high score, and quickly get in touch with them to ask whether they’d be able to recommend you to their friends or at least write you a testimonial.

    Timing plays a crucial role here, as excitement tends to fade away fast, so contact your happy customers immediately after they fill in your CSAT survey.

  • They are simple, user-friendly and quick to take -

    Putting out a CSAT survey is quick and easy. With Survicate, you can get it done in under 5 minutes, depending on what you’re going for. The best part is, that once you start gathering your feedback, the analysis is also straightforward.

What is the best channel to ask for CSAT?

When we talk about survey channels, we’re referring to the platform or medium you’ll use to send your CSAT survey. This could be email, your website, web app, mobile app, SMS—you name it. But the golden question is: which one’s best for your audience?

The best channel depends on several factors, like your target audience, the stage of the customer journey you're measuring, and the type of interaction you're focusing on.

Simply put, there’s no "one-size-fits-all" answer. But here’s what you should be looking for when choosing the channels you want to push your CSAT surveys:

  • Know Your Audience’s Preferences - Different audiences hang out on different platforms. B2B customers might respond better to email, while a younger mobile app user base could prefer in-app surveys. Tailoring the channel to where your customers are most engaged is key. Consider the customer journey - The channel should always align with the specific stage of the customer journey that you’re interested in measuring. For example, an email CSAT survey can work great after a support interaction or purchase, capturing that reflective feedback. Meanwhile, web or in-app surveys capture those in-the-moment feelings while customers are actively engaging with your product or service.

  • Try combining channels for maximum reach - Don’t limit yourself to just one. The most effective CSAT strategies mix multiple channels to reach a wider slice of your customer base. You might send out a quarterly CSAT via email, while also displaying a web pop-up survey for active users. It’s like feeding two birds with one scone - more feedback, better insights.

How often should you send CSAT?

There is no secret formula - but don’t worry, I’ll give you some best practices to get you started.

1. Align with key customer interactions

CSAT surveys work best when sent after meaningful customer interactions. And unlike NPS, which might focus on periodic relationship-building, CSAT surveys are most effective in capturing real-time satisfaction. For example, you might send a CSAT survey immediately after customer support interaction, completing a purchase, or using a specific product feature. Naturally, this approach ensures that the feedback reflects the customer's recent experience and provides actionable insights.

2. Consider product and service dynamics

For high-frequency touchpoints like support calls, monthly check-ins, or product usage milestones, CSAT surveys can be sent more frequently to gather feedback on each critical touchpoint. If your customer interactions are less frequent, such as annual service renewals or in-depth consultations, a post-service CSAT survey is more appropriate. Tailor the timing to when customer satisfaction is most relevant to measure.

3. Use Event-Based Triggering

Triggered CSAT surveys are an excellent way to capture specific feedback without adhering to a strict schedule. For example, send a CSAT survey after a product update, a complex service installation, or a billing experience. By triggering surveys based on actions rather than intervals, you gather more contextually relevant feedback.

4. Factor in Seasonal Patterns

Similiar to NPS, CSAT scores can be affected by seasonality.

For example, in retail, satisfaction might fluctuate during peak shopping seasons. If your business sees seasonal trends, consider conducting an annual analysis rather than comparing month-over-month or quarter-over-quarter results. Consistent timing each year—such as surveying after each holiday season—gives you accurate year-over-year comparisons.

Who should receive your CSAT surveys?

When deciding who should receive your CSAT surveys, it’s all about focusing on the customers who can offer the most valuable insights. The goal is to gather feedback that actually drives decisions, which is why segmenting your audience makes sense.

Instead of sending your survey to everyone, target the customers whose feedback will be the most useful. By segmenting based on things like engagement level, subscription tier, or purchase history, you’ll reach the people who have the most experience with your product or service.

Here’s some examples:

1. Recent customer support contacts

CSAT surveys are ideal for gauging satisfaction after customer support interactions, such as a live chat, support call, or email. Sending a survey immediately after these interactions provides real-time feedback on your service quality and will highlight areas for improvement.

2. Post-purchase or post-usage feedback

Consider sending CSAT surveys to customers after a recent purchase or once they’ve had enough time to use a product or service. This approach allows you to understand how satisfied they are with the product experience and identify any potential issues early on

3. Key product or service touchpoints

Target specific touchpoints in the customer journey, such as completing a sign-up, reaching a usage milestone, or renewing a subscription. Segmenting customers based on these touchpoints helps you capture feedback relevant to each stage, whether it’s a first impression or long-term satisfaction.

4. Customers using new features or experiencing product changes

When you introduce a new feature or make updates to a product, targeting CSAT surveys to those actively using these changes can yield insights into user satisfaction with the enhancements. This allows you to fine-tune the experience based on real customer feedback.

5. Regular users with consistent engagement

For ongoing products or services, consider surveying regular users who engage frequently. These customers are likely to offer more detailed feedback because they interact with your product consistently and are familiar with its strengths and areas for improvement.

By strategically targeting your CSAT surveys to customers at these key moments, you gather specific, relevant feedback that can directly influence your service quality and product enhancements, ultimately helping you improve customer satisfaction.

Building a CSAT Survey with Survicate

Creating your first CSAT survey is easy, but first, you have to decide which channel you’ll be using. We’ve covered that on the previous section: What is the best channel to ask for CSAT?

So whether you want to send CSAT through email, or place it on your website or mobile app, we’ve got you covered.

Once you decide on which channel you’re going with, feel free to jump to that section:

Creating a CSAT Survey (Email or shareable link surveys)

Step 1. Create a new CSAT survey

In the main dashboard, click on the Create new survey button.

From there, pick how you would like to start. We recommend starting with an AI-assisted creation or template library for a swift creation. These will get you up to starting your survey in no time!

Step 2. Edit the questions to your liking

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

The CSAT question is typically formulated as “How would you rate your overall satisfaction with the service you received?”. But we recommend changing the way you formulate your question to fit your business and the way you communicate with your customers. Below, we’ve selected a few of our favorite ways our customers have formulated their CSAT question to fit their business. Each version simply focuses on slightly different aspects of customer perception, while still holding the core idea of CSAT. We hope these will get you inspired to make your own:

  • “How satisfied are you with the product so far?”

  • “How would you rate your experience with our customer support team?”

  • “How satisfied are you with your overall experience using or platform?”

  • “On a scale of 1-5, how would you rate your overall satisfaction with our product?”

  • “How would you rate your satisfaction with your recent experience?”

As much as the way you formulate your CSAT question, you can also reconsider the way you ask your CSAT follow-ups. Below you can find a few examples of our favorite ways CSAT follow-up questions were asked:

Follow-up questions to people who give you a score of 4-5 (satisfied customers): .

Customers in this range indicate high satisfaction, which means they’re generally happy with your product or service. Nevertheless, you should still take this time to follow up. It’s the perfect chance to reinforce their positive experience:

  • “Would you be willing to share your experience in a testimonial or review?”

  • “We’re glad to hear you had a great experience! Is there anything we can do to make it even better next time?”

Follow-up questions to people who give you a score of 3 (neutral customers):

These costumers had an average experience, which is important you follow up to understand how you can improve their experience going forward.

  • “We noticed you gave us a 3. Could you share more details about what could have made your experience better?

Follow-up questions to people who give you a score of 1-2 (dissatisfied customers):

Clearly the customers with this score are simply dissatisfied. Make sure to follow-up with them as soon as you can to resolve the issue and prevent potential customer churn.

  • “We’re sorry to hear about your experience. Could you provide more details on what went wrong so we can address it?”

  • “We apologize for any inconvenience caused. How can we make things right for you?”

  • “What ultimately drove you to give this score?”

⚠️Important! If you decide to change the range (e.g., switching from 5 smileys to 3, or from 2 thumbs to 7) or the style of your scale (like shifting from a classic rating scale to a shape-based one), all responses previously collected with that question will be deleted and cannot be restored. This is due to the fundamental changes these adjustments make to the data structure. For more information, take a look at this article.

💡check out the useful tips section for more cool strategies

Step 3. Configure your survey (optional)

Going into the Configure tab, you can modify settings responsible for identifying the respondents and survey status.

  1. Identify your respondents -

If you want your respondents to be recognized, you have to have a tool selected in the field. There are plenty of tools to choose from including favorites like:

  • HubSpot

  • MailChimp

  • Klaviyo

  • GetResponse and more!

⚠️Important - if you need your responses to be anonymous, go ahead and skip this step.

Step 4. Integrate with your favorite tools (optional)

In the Connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature.

Essentially, integrations will help you automate processes and workflows. For example, you can create triggers based on survey responses to automate support tickets, task assignments, and personalized follow-up actions. The idea here is to have everything in one place, saving you time, improving efficiency, and ensuring that you act on customer feedback right away.

To give you a better idea of what you can do, here are some popular integrations that our customers use:

Hubspot -

The Surivcate and HubSpot integration allows you to:

  • Send responses to existing or new contact fields in real-time;

  • Act upon feedback to prevent churn or boost referrals;

  • Quickly jump to respondents' HubSpot profiles from the text (open-ended) answers;

  • Use Survicate contact forms to generate new leads in HubSpot

⚠️Bonus - with the new HubSpot App Cards feature, you can also:

  • Display a contact’s detailed Surivcate activity in their profile

  • Access their response in Survicate with one click from HubSpot

  • Send a piece of feedback from the contact to Inisghts Hub.

Find out more about the HubSpot integration here.

Slack -

The Surivcate and Slack integration allows you to:

  • Send answers from your surveys to a selected channel in real-time

  • Receive Slack notifications only when a specific condition is met on your survey

Find out more about the Slack integration here.

Klaviyo -

The Surivcate and Klaviyo integration allows you to:

  • Update Klaviyo subscriber profiles with survey responses to any field of your choice in real-time;

  • Create automated campaigns based on survey responses as well as segment your email audience more effectively;

  • Create new leads in Klaviyo based on the Contact Form survey submissions.

Find out more about the Klaviyo integration here.

Survicate natively integrates with 80+ tools. If you didn’t see your favorite integration listed in these examples, don’t worry, here’s a full list.

Step 5. Launch your survey

And the most important step to get your survey out there is to share it. In the Share tab, you can adjust the preview, description, and the name the respondents will see when the survey is opened in your browser.

⚠️Important - To share your survey, you will need to create that email in your email service provider and set up the audience there. From there, you can simply follow one of the options below to finish sending your survey:

  1. Direct link - You can hide this link behind a clever CTA button or hyperlink it. You can also link it to an image - and share it wherever you want, it’s truly up to you.

  1. Launch in an email - This option lets you embed the first question directly in the email’s body. This is a great way to get the ball rolling, allowing your respondents to start the survey directly from your email.

All you need to do is copy the code generated once you click on the ‘Get your code’ button and paste it into an HTML editor of your software. It’s as easy as 1-2-3. No coding or technical skills required.

⚠️Important - Don’t forget to choose your email software in ‘Responses identification’ to see the names and emails of your respondents.

Tips

  • Identify CSAT respondents to keep a record of how individual customers relate to your brand.

There are various ways you can do this in your surveys. If you are running an email CSAT for instance, you can automatically capture respondents' email addresses using software-aware links.

Step 6. Analyze your data

Once your respondents start taking your survey, you’ll need to analyze that data. Here’s how you can start:

How to act on CSAT feedback

Here’s how you can act on the feedback depending on each segment:

High satisfaction (4-5 stars):

They’re happy and satisfied with your product. Here’s some ways you can actively engage with them.

  • Acknowledge and reinforce - A personalized “thank you” will go a long way! Send an appreciative email to your customers to show that you value their time and feedback.

  • Leverage advocacy - Encourage them to share their experience, perhaps through testimonials, reviews, or participation in case studies.

Neutral satisfaction (3 stars):

These customers are on the fence, which means they’re satisfied but not super thrilled. Here’s how you can engage this segment.

  • Request further feedback - Ask neutral respondents for more detailed feedback on what could be improved. This will reveal actionable insights for further refinement.

  • Show you’re listening- send a message acknowledging their response. This shows that you value their opinion and are interested in improving their experience.

  • Monitor the trends - track common issues that could turn into dissatisfaction if not addressed. Catch any problems before they get bigger.

Low satisfaction (1-2 stars):

Dissatisfied respondents signal a need for urgent attention. It’s crucial to address their concerns as soon as possible because sometimes it could turn them into your biggest advocates.

  • Act quickly- Respond quickly to low scores with a personalized message, acknowledging the issue and outlining the next steps you’ll be taking to fix it.

  • Escale to Customer Support or CS - In some caes, you may need to pass the feedback to your customer support team or success for a more detailed follow-up. Ensure that your dissatisfied customerstors know their concerns are being escalated for resotluion.

  • Follow up- After resolving the issue, let them know about it and see if you cdan restore their trust.

Use AI to do the work for you!

And if you’re not a fan of the manual work…as luck would have it, we’ve got some new AI-powered tools to sort of…do the dirty work for you when it comes to taking your data and turning it into actionable insights.

Insights Hub

Here you can make great use of our topics feature. Provided you have connected your survey to Insights Hub, it will take all of the feedback and automatically categorize it into different topics. Within every topic, you’ll find the direct feedback that it relates to making it easier for you act on it immediately.

Topics you’ll most often find:

  • Technical issues

  • Praises

  • Suggestions

  • User experience

Insights Hub is mainly used to:

  • Collect feature requests from users

  • Automatically detect customer sentiment

  • Identify technical issues and bugs reported by users

  • Gather user insights on various aspects of your product or service

  • Understand your customer’s needs and wants better

For a full guide on how to use it, check this out. But not to leave you empty-handed, here are some ways you can apply it for your CSAT surveys:

  1. Identify Patterns in dissatisfied customerstor Feedback: Use Insights Hub to gather feedback from various sources and detect common themes among dissatisfied customerstors. Filter by sentiment to quickly identify negative feedback and understand the root causes of dissatisfaction. This helps prioritize issues to improve your CSAT score.

  2. Automate Sentiment Analysis: Integrate multiple feedback channels into Insights Hub to automate sentiment detection, saving time and maintaining real-time awareness of customer sentiment. Use these trends to adjust your CSAT survey strategy and address concerns proactively.

  3. Prepare Targeted Follow-Up Surveys: Use insights from the data to determine necessary follow-up surveys that address specific issues or concerns. This ensures future surveys are focused and effectively capture the information you need to improve your CSAT score.

Research Assistant

And of course on top of that, you get our research assistant. It…assists you with your…research 😀. Find answers to all your questions quickly and effectively just by asking it.

The research assistant takes your feedback and can answer your questions based on:

  1. Data from various sources that you synced to Insights Hub

  2. The survey results on your account

For a full guide on how to use it, check this out. For now, here’s the top reasons why you should try it out for your CSAT surveys:

  1. Discover Emerging Trends and Customer Needs: Leverage AI-driven categorization to spot emerging trends and customer needs quickly. Use the Research Assistant to identify new feature requests or service gaps, allowing you to focus on areas that boost customer satisfaction and CSAT.

  2. Optimize Customer Support and Engagement: Analyze feedback from customer support to identify common issues and proactively address them before they affect your CSAT score. Use the Research Assistant to find the top customer concerns and guide your support strategy.

  3. Inform Future Survey Strategies: Use the Research Assistant to identify feedback gaps and suggest new survey targets or topics. This data-driven approach ensures your surveys are purposeful and contribute meaningfully to your CSAT strategy.

To get you on your way, try asking your research assistant some of these questions:

  • "What new features are most requested by our satisfied customers?"

  • "What additional questions should we ask in our next CSAT survey to understand the negative sentiment around feature X?" - (replace ‘feature x’ with…your feature 🙂)

  • "What are the top three issues customers are reporting in their support tickets?"

  • "What are the key gaps in feedback from our last surveys?"

  • "Which customer segments should we target next to improve our CSAT score?"

💡Useful Tips

Send your high-score respondents to your review site

As mentioned earlier, this is a great opportunity to use the momentum and ask your high score respondents for a positive review or testimonial. Using the ‘Thank you’ question type, you can redirect them straight to your favorite review site.

Use follow-up questions (logic)

A very popular way of building CSAT surveys is asking different follow-up questions to your respondent based on their previous response.

Survey logic simplifies the creation of different paths for respondents by skipping certain questions based on their previous answers. This allows you to customize the survey experience with tailored question flows and segment users according to their feedback.

As mentioned previously, your CSAT survey comes ‘pre-packaged’ with logic. You can check how each question uses this feature, by simply clicking on the desired question and clicking the ‘Logic’ tab:

If you’d like to use this feature for your newly added questions, it’s quite easy to set up.

How to add logic

Step 1.

Once you’ve added your question and added a Single answer selection or a Dropdown list, as well as the other survey questions, head over to the Logic tab of the question and click on + Add new logic.

Step 2.

Here, you'll see the If answer condition, letting you decide when to apply logic.

You can choose to apply logic if the response is or is not equal to one of the answer choices or when it has any value.

This means you’ve got a lot of possibilities to work with. Here’s a breakdown:

  • is - if you select just one possible answer here (eg. Answer 1), this logic will work only when your survey respondent selects Answer 1.

If you select Answer 1 or Answer 2, this logic will work for the respondents who select Answer 1 or Answer 2.

  • is not - if you select just one possible answer here (eg. Answer 1), this logic will work only when your survey respondent selects anything other than Answer 1.

If you select Answer 1 or Answer 2, this logic will work for the respondents who select anything other than Answer 1 and Answer 2, such as Answer 3.

  • has any value - this logic will work regardless of what answer the respondent chooses; for a non-mandatory dropdown list, this logic will work both when a respondent chooses any of the possible answers or skips the question without providing any answer.

Creating a CSAT Survey (Website or in-product surveys)

Step 1. Choose how you would like to create your survey

In the main dashboard, click on the Create new survey button.

And from there you are met with a new screen. There are four options to choose from:

  1. Start from scratch

  2. Use a template

  3. AI-assisted creation

  4. Import questions

For the purpose of this guide, we’ll be focusing on ‘Use a template’.

Step 2. Edit the questions to your liking

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

The CSAT question is typically formulated as “How would you rate your overall satisfaction with the service you received?”. But we recommend changing the way you formulate your question to fit your business and the way you communicate with your customers. Below, we’ve selected a few of our favorite ways our customers have formulated their CSAT question to fit their business. Each version simply focuses on slightly different aspects of customer perception, while still holding the core idea of CSAT. We hope these will get you inspired to make your own:

  • “How satisfied are you with the product so far?”

  • “How would you rate your experience with our customer support team?”

  • “How satisfied are you with your overall experience using or platform?”

  • “On a scale of 1-5, how would you rate your overall satisfaction with our product?”

  • “How would you rate your satisfaction with your recent experience?

As much as the way you formulate your CSAT question, you can also reconsider the way you ask your CSAT follow-ups. Below you can find a few examples of our favorite ways CSAT follow-up questions were asked:

Follow-up questions to people who give you a score of 4-5 (satisfied customers): .

Customers in this range indicate high satisfaction, which means they’re generally happy with your product or service. Nevertheless, you should still take this time to follow up. It’s the perfect chance to reinforce their positive experience:

  • “Would you be willing to share your experience in a testimonial or review?”

  • “We’re glad to hear you had a great experience! Is there anything we can do to make it even better next time?”

Follow-up questions to people who give you a score of 3 (neutral customers):

These costumers had an average experience, which is important you follow up to understand how you can improve their experience going forward.

  • “We noticed you gave us a 3. Could you share more details about what could have made your experience better?

Follow-up questions to people who give you a score of 1-2 (dissatisfied customers):

Clearly the customers with this score are simply dissatisfied. Make sure to follow-up with them as soon as you can to resolve the issue and prevent potential customer churn.

  • “We’re sorry to hear about your experience. Could you provide more details on what went wrong so we can address it?”

  • “We apologize for any inconvenience caused. How can we make things right for you?”

  • “What ultimately drove you to give this score?”

💡check out the useful tips section for more cool strategies

Step 3. Target your survey (optional)

Going into the Target tab, this will give you a chance to target your website surveys to specific times, a certain group of visitors, and beyond.

It’s important that you target each survey to the visitors who are more likely to contribute meaningfully. Targeting has a lot of benefits, these include:

  • Identify why your visitors are bouncing and not converting

  • Target your surveys after specific actions on your website

  • Target your surveys only to a group of users depending on their attributes, cookies, language, and more

  • Trigger your surveys on a specific frequency to ensure continuous feedback

Step 4. Integrate with your favorite tools (optional)

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature. To learn more about this, jump to this section.

Step 5. Launch your survey

And the most important step to get your survey out there is to launch it. In the Launch tab, if you haven’t done so already, you’ll need to install the Survicate code on your site. You’ve got a couple of options to choose from:

  • Send installation instructions to a teammate - If you’re having trouble, just send the instructions to a teammate, preferably a developer, and you’ll get Survicate installed in no time

  • Install with Google Tag Manager - A one-click, automated installation with Google Tag Manager

  • Install with Segment - Once again, one-click, this time with Segment

  • Install with Wordpress - One-click installation with WordPress

  • Install the Survicate code manually - You can use this to paste the Survicate code into every page you want to run surveys on

Great, you’re to go now. Start your survey and gather customer insights right from your website or in-product. You can start it right awa or set a custom date to start your survey.

Tips

  • Identify CSAT respondents to keep a record of how individual customers relate to your brand.

There are various ways you can do this in your surveys. If you are running an email CSAT for instance, you can automatically capture respondents' email addresses using software-aware links.

Step 6. Analyze your data

Once you’ve collected some feedback, you’re ready to analyze it. Here’s a section dedicated to analyzing your data.

Creating a CSAT Survey (Mobile app surveys)

Step 1. Choose how you would like to create your survey

In the main dashboard, click on the Create new survey button.

And from there you are met with a new screen. There are four options to choose from:

  1. Start from scratch

  2. Use a template

  3. AI-assisted creation

  4. Import questions

For the purpose of this guide, we’ll be focusing on ‘Use a template’.

Step 2. Edit the questions to your liking

If you started with the template library or AI survey creator, you’ll get your survey questions already set for you. You can later edit them to your liking, or add new questions by clicking on “Add new question”. Here you can find a complete list of question and action types.

The CSAT question is typically formulated as “How would you rate your overall satisfaction with the service you received?”. But we recommend changing the way you formulate your question to fit your business and the way you communicate with your customers. Below, we’ve selected a few of our favorite ways our customers have formulated their CSAT question to fit their business. Each version simply focuses on slightly different aspects of customer perception, while still holding the core idea of CSAT. We hope these will get you inspired to make your own:

  • “How satisfied are you with the product so far?”

  • “How would you rate your experience with our customer support team?”

  • “How satisfied are you with your overall experience using or platform?”

  • “On a scale of 1-5, how would you rate your overall satisfaction with our product?”

  • “How would you rate your satisfaction with your recent experience?”

As much as the way you formulate your CSAT question, you can also reconsider the way you ask your CSAT follow-ups. Below you can find a few examples of our favorite ways CSAT follow-up questions were asked:

Follow-up questions to people who give you a score of 4-5 (satisfied customers): .

Customers in this range indicate high satisfaction, which means they’re generally happy with your product or service. Nevertheless, you should still take this time to follow up. It’s the perfect chance to reinforce their positive experience:

  • “Would you be willing to share your experience in a testimonial or review?”

  • “We’re glad to hear you had a great experience! Is there anything we can do to make it even better next time?”

Follow-up questions to people who give you a score of 3 (neutral customers):

These costumers had an average experience, which is important you follow up to understand how you can improve their experience going forward.

  • “We noticed you gave us a 3. Could you share more details about what could have made your experience better?

Follow-up questions to people who give you a score of 1-2 (dissatisfied customers):

Clearly the customers with this score are simply dissatisfied. Make sure to follow-up with them as soon as you can to resolve the issue and prevent potential customer churn.

  • “We’re sorry to hear about your experience. Could you provide more details on what went wrong so we can address it?”

  • “We apologize for any inconvenience caused. How can we make things right for you?”

  • “What ultimately drove you to give this score?”

💡check out the useful tips section for more cool strategies

Step 3. Target your survey (optional)

Going into the Target tab, this will give you a chance to target your website surveys to specific times, a certain group of visitors, and beyond.

It’s important that you target each survey to the visitors who are more likely to contribute meaningfully. Targeting has a lot of benefits, these include:

  • Identify why your visitors are bouncing and not converting

  • Target your surveys after specific actions on your website

  • Target your surveys only to a group of users depending on their attributes, cookies, language, and more

  • Trigger your surveys on a specific frequency to ensure continuous feedback

Step 4. Integrate with your favorite tools (optional)

In the connect tab, you can also integrate your survey with other apps that you use on a daily basis. This is, of course, optional, but we highly recommend that you take advantage of this feature. To learn more about this, jump to this section.

Step 5. Launch your survey

And the most important step to get your survey out there is to launch it. In the Launch tab, if you haven’t done so already, you’ll need to install and configure our SDK. Here are the options you can choose from:

  • Get help installing Survicate - If you’re stuck, here’s a chance to input your developer’s e-mail address and send them the instructions so you can start running surveys in your mobile app

  • Install Survicate on your own - Survicate maintains and supports iOS, Android, React Native, Unity and Flutter apps. User data can be sent via the Segment integration.

Great, you’re to go now. Start your survey and gather customer insights right from your website or in-product. You can start it right awa or set a custom date to start your survey.

Tips

  • Identify CSAT respondents to keep a record of how individual customers relate to your brand.

There are various ways you can do this in your surveys. If you are running an email CSAT for instance, you can automatically capture respondents' email addresses using software-aware links.

Step 6. Analyze your data

Once you’ve collected some feedback, you’re ready to analyze it. Here’s a section dedicated to analyzing your data.

Customer Studies and Examples

Curious how others are using their CSAT surveys? Here’s a collection of amazing customer stories to spark some ideas.

Fortive

Fortive, a global industrial technology company, uses our platform to enhance the digital experience across its 18 operating companies. By integrating our survey feedback with FullStory’s session data, Fortive has created a seamless, data-driven approach to continuously improve customer satisfaction.

Key Achievements:

  • 35 Survicate workspaces – Deployed across all portfolio company websites.

  • 51,000 survey responses – Extensive customer insights collected for data-driven decision-making.

  • 20% CSAT growth – Significant improvement in customer satisfaction, with one portfolio company seeing a 50% increase.

  • Integrated with FullStory and Google BigQuery – Combining qualitative feedback with session data for a holistic view of the customer journey.

  • Kaizen events using Survicate data – Real-time feedback used during continuous improvement events to drive actionable results.

By leveraging Survicate’s simple yet powerful survey tools, Fortive has empowered its teams to make data-driven decisions and enhance the digital experience for their customers. The continuous improvement approach, central to Fortive’s business, is supported by real-time customer insights, ensuring sustained growth and operational excellence.

Parkbee

ParkBee, a company that helps ease city congestion by unlocking private parking spaces, leverages Survicate’s CSAT surveys to continuously enhance its customer experience. By gathering real-time feedback from its users, ParkBee has optimized the entire parking journey, resulting in improved satisfaction and operational efficiency.

Key Achievements:

  • 78% survey completion rate – High engagement ensures valuable feedback.

  • 10,000+ responses monthly – Regular insights from users on their parking experiences.

  • 20% decrease in customer service contact rate – Improved parking findability through actionable insights from CSAT surveys.

  • Cross-team data utilization – Data-driven decision-making across Supply, Product, Operations, and Design teams.

  • Enhanced parking experience – Added signage and app updates based on feedback, making it easier for customers to locate parking spots.

By using Survicate’s CSAT surveys, ParkBee has empowered its teams to respond quickly to customer needs and improve overall satisfaction, keeping their cities and customer journeys moving seamlessly

Medialivre

Medialivre, a leading media company in Portugal, embarked on a digital transformation to become more customer-centric. By bringing on a UX researcher and implementing Survicate surveys, they were able to gain valuable insights and drive meaningful changes across their online platforms.

Key Achievements:

  • 3-4 hours to collect feedback – Fast and actionable insights from specific verticals.

  • 1,800 responses monthly – Strong engagement from their online visitors.

  • 40+ launched surveys – Diverse feedback methods including CSAT, CSAT, and Semestral Evaluation.

  • Sports news filtering feature – Directly improved user experience by introducing a new filtering option for other sports, validated through targeted surveys.

  • Continuous feedback loop – Leveraging website surveys to validate hypotheses and guide decisions.

Medialivre’s pivot towards a more customer-centric approach, driven by Patricia Caldas’ UX research efforts and Survicate’s survey tools, is a testament to the power of listening to users. By gathering real-time feedback, Medialivre is enhancing its online portals and aligning its content with the needs of its audience, setting the stage for continued growth and engagement.

Hitta

Hitta, a leading search engine and directory in Sweden, turned to Survicate to better understand customer sentiment and improve its services. By leveraging CSAT and CSAT surveys, Hitta was able to drive meaningful changes and enhance the overall customer journey.

Key Achievements:

  • 35% CSAT growth – A significant improvement in customer satisfaction.

  • 7,900 responses monthly – Continuous feedback collection to monitor customer sentiment.

  • 2x company efficiency – Improved internal processes and customer interactions.

  • NPS and CSAT implementation – Tracking customer satisfaction through surveys, resulting in better decision-making.

  • Personalized dissatisfied customerstor management – Engaging directly with dissatisfied customerstors to address concerns and improve loyalty.

By integrating Survicate into its feedback processes, Hitta has transformed its approach to customer satisfaction. The company's ability to act on real-time feedback has led to tangible improvements in the customer journey, showcasing a commitment to customer-centricity and data-driven decision-making.

Net Promoter, NPS, and the NPS - related emoticons are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

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