CSAT vs. DSAT: What's the difference?

CSAT vs. DSAT: What's the difference?

TL:DR

  • CSAT is a measure of customer satisfaction for short-term transactions, and DSAT is a measure of customer dissatisfaction for longer-term processes.
  • Using DSAT is a great way to understand why customers are dissatisfied with your product or service, as well as how to improve customer experiences in the future.
  • However, not all companies need to use this metric, depending on their specific business needs and the type of customers they are serving.

Everyone is familiar with CSAT (customer satisfaction score), which measures customer satisfaction with help desk support. However, not many are familiar with looking at the opposite side of the spectrum, which includes the share of customers that are dissatisfied.

In this short article, we'll show you how DSAT can be calculated, how CSAT and DSAT are different, and if or when they can be useful for support teams to track.

What is DSAT and how is it calculated?

DSAT = Total number of dissatisfied survey customers/ total number of survey responses x 100

DSAT stands for "dissatisfied customer". It measures the number of unhappy customers over the total number of survey responses.

In essence, it's the same as CSAT, but instead of looking at satisfied customers, we're looking at dissatisfied ones. 

The formula looks like this: Total number of dissatisfied survey customers/ total number of survey responses x 100

The definition of "dissatisfied" can vary, but on a scale of 1 to 5, it usually includes anyone rating you 1, 2, or 3. However, a more restrictive definition could include only 1 and 2, and treat "3" responses as neutral.

Why does DSAT matter? 

Out of all the support metrics your customer support team is tracking, do you really need to add another into the mix?

After all, if you're already tracking CSAT scores, isn't that enough?

The answer is no.

It's important to track both CSAT and DSAT because they give you a well-rounded picture of your customer satisfaction levels.

While CSAT shows you how many people are satisfied with your product or service, DSAT tells you how many people are unhappy. And that's important information to have!

When should you use DSAT?

DSAT is a great metric to track if you have an issue with customer churn.

It can help you identify specific areas that need to be improved and give you insight into which customers are more likely to leave.

You should also use DSAT when looking at the effectiveness of your customer support team, as it can provide you with valuable feedback on what is working and what isn't. Additionally, DSAT is a useful metric when you are managing customer expectations and setting service level agreements.

However, it really all depends on the type of business and the goals you're trying to achieve. Implement it for a period of time as a test run to help you understand if it provides value and unique insights — or if it is redundant in your particular situation.

How can you use DSAT to improve your company?

By tracking both CSAT and DSAT, you can get an accurate picture of your customer satisfaction levels. Use this data to identify areas where customers are most dissatisfied and then take steps to address the issue.

For example, if customers are unhappy with a particular feature, look for ways to improve it or make it easier to use.

You can also use DSAT data to measure how your customer satisfaction levels change over time.

Finally, understanding why customer satisfaction levels are low can help you to identify underlying issues and potential opportunities for improvement. 

You can use DSAT as part of a comprehensive customer feedback program to understand what customers are saying, what their expectations are, and how well you're meeting them. Once you have this data, you'll be in a better position to make changes that will help improve your company's services or products, whether that's better technology, better customer service, or improvements to the structure of your organization.

Conclusion

DSAT is a useful metric for any business that wants to get a better understanding of its customer satisfaction levels. Tracking both CSAT and DSAT scores can provide valuable insights into areas where customers are most dissatisfied and help you identify ways to improve their experience. And when used together with other metrics, you can get a complete picture of your customers and how to best serve them.

With the right data and analysis, you can use DSAT to help improve your company's products and services, increase customer satisfaction levels, and reduce customer churn. So don't overlook this important metric when it comes to measuring customer satisfaction.

Author

Shifa Rahaman

Content Marketing Manager

Contributor