There are two ways to measure your CSAT score: against your past performance and against your industry. Both are important to look at, as first indicates how your team is progressing in terms of creating better customer experiences, while the second tells you how you benchmark against your competitors or other companies in your industry.
2022 average CSAT scores:
- Online search: 75 (-1.3% vs previous year)
- Shipping: 74 (-2.6% vs previous year)
- Streaming: 74 (same as previous year)
- Online News: 73 (-1.4% vs previous year)
- Online Travel: 75 (+1.4% vs previous year)
- Hotels: 71 (-2.6% vs previous year)
- Energy: 72 (same as previous year)
- Social Media: 71 (+1.4% vs previous year)
- Internet Providers: 64 (+1.4% vs previous year)
- Finance*: 77 (-0.5% vs previous year)
- Insurance*: 76 (+0.5% vs previous year)
- E-commerce*: 77 (-1.3% vs previous year)
- Software*: 77 (+1.3% vs previous year)
* 2021 data
CSAT benchmarks for software companies:
With an average CSAT score of 77, the software industry is one of the most competitive in terms of customer satisfaction and consequently customer expectations are very high. This applies to both B2B SaaS and other models.
CSAT benchmarks for e-commerce:
E-commerce companies average a CSAT score of 77, which along with software and finance is the highest registered in 2022. Providing a great experience both pre-sale and after-sale is crucial to meet your customer’s expectations.
CSAT benchmarks for finance:
Finance is the third industry averaging a 77 CSAT score. The data is a good benchmark for both fintech companies and traditional businesses.
CSAT benchmarks for the insurance industry:
While 76 CSAT score is higher than other industries, it is below finance and below what most companies would consider a great score (above 80).
CSAT benchmarks for social media:
Social media platforms register some of the lowest customer satisfaction scores out there, with only 71 on average. This may largely reflect the lack of personalized support provided by most companies in the industry and represent an opportunity to stand out for businesses willing to invest in better experiences for their users.
CSAT benchmarks for the travel industry:
The online travel industry has an average CSAT score of 75, which is slightly above the total average for American consumers in all industries.
About the methodology: the data above is based on ACSI data, and we combined some of the data to better represent certain industries.
CSAT response rate benchmarks
Unlike CSAT scores, there is no exact data on response rates by industries, but even if there was it would not be relevant, and this is why. Response rates can be drastically different based on the channel used to collect the data.
The channels include:
- Automated emails
- Manual, personalized emails
- In-app surveys (mobile)
- In-app surveys (desktop)
- Phone or online meeting surveys
And so on. So depending on what your company is leveraging, you may be able to drive more or less responses. Timing also matters, if you approach users that don't use your product regularly or didn't interact with your company recently, responses may be lower. Generally speaking, a response rate of 20 to 30% can be considered somewhat average, above 40% is considered very good, and below 15% should prompt you to revisit how you approach customers and how you can collect more responses.
CSAT benchmarks by company size:
A rather dated survey from Zendesk showed that companies in the 100-500 employee range and 500-5,000 registered the highest CSAT scores. We think you should not look much into that data but rather understand what your competitive advantage is when it comes to your company size. For example, if you are a small B2B company you can take advantage of offering hyper-personalized support, and also be very personal when it comes to collecting feedback. If you are a large enterprise on the other hand, personalization may not be an option but you have the advantage of being able to run more tests and allocate higher budgets when it comes to understanding customer pain points. So our advice is to think about what you can do to improve customer experiences at the particular stage you're at, and set up your strategy from there.
While industry benchmarks are helpful to have a general idea of how your company is doing, the most important thing is to look at qualitative data and understand customer pain points. The score alone does not drive actionable business insights and you should always look at the actions that impact the score and what you should be doing differently in the future.