- DSAT is a measurement of customer dissatisfaction, as opposed to CSAT, which is a measure of customer satisfaction.
- By understanding how to calculate your DSAT, you can identify customer support issues and areas of improvement.
- DSAT = Total number of dissatisfied survey customers/total number of survey responses x 100
- Understanding and accurately measuring your DSAT is an important step in ensuring customer satisfaction and improving customer service.
DSAT stands for "dissatisfied customer." It measures the number of unhappy customers over the total number of survey responses.
Usually, DSAT scores are based on the average ratings given by users to various aspects of a digital service experience, such as usability, reliability, and performance. This information can be vital to helping you understand where your customer issues lie and how to address them.
In this article, we'll explore how to calculate your DSAT score and how to determine if the score is good or bad.
How to calculate DSAT
The idea behind DSAT is to measure the percentage of customer dissatisfaction. To do this, you need to take into account both the total number of dissatisfied customers and the total number of survey responses. The formula looks like this:
DSAT = Total number of dissatisfied survey customers/ total number of survey responses x 100
The idea of what counts as dissatisfied may vary depending on the type of survey you send out. However, in most cases, the rating system is between 1-5, with ratings of 1 and 2 defined as unsatisfied/dissatisfied.
For example, if you have a total of 500 survey responses and 25 of them are rated 1 or 2 (unhappy customers), your DSAT score would be 5%. Which is a good score — congratulations!
Want to calculate CSAT in Excel or Google Sheets?
You can copy-paste our template or take a look at the formula.
Why is the DSAT score important?
DSAT is an important indicator of how your company's customer support is doing.
If the score is too high, it could mean that most customers are unsatisfied with your services or products — not a situation you want to be in.
High DSAT scores can also indicate that there are areas in your customer support workflow that need to be improved — especially if you can isolate DSAT scores and figure out what parts of your flow are leading to unhappy customers.
In addition, keeping track of your DSAT score over time can help you better understand customer churn as well as customer trends and how they are reacting to changes in your product, service, or overall customer experience.
For example, if your DSAT score is consistently high when it comes to the user interface, you may need to invest more in improving your UI.
In order to effectively use DSAT to improve customer support, you'll need to set up your surveys correctly and ensure you have a good sample size.
This means asking very specific questions regarding customer satisfaction, such as how they felt about the ease of use, response time, helpfulness, etc.
What is a good DSAT score?
Once you've calculated your score, you may be wondering what constitutes a good DSAT score. However, this isn't as easy to answer as you might think. Different industries may have different standards for what is considered good based on things like customer expectations and industry norms.
That being said, here's a general overview of what you can consider a good DSAT score:
DSAT scores between 0% to 20%
Congratulations! Most of your customers are generally satisfied with their experience. When it comes to customer service, this means that you are providing an excellent experience for your customers, whether it's through communication, product quality, or responsiveness.
Depending on your industry and product, these scores may not always be possible for a variety of reasons, such as customer expectations and budget constraints.
However, if your score is consistently in this range, then you are doing something right.
DSAT scores between 21% to 30%
These scores are good and pretty standard for many industries. This means that overall, you provide satisfactory customer support, but there is still room for improvement.
Though you should never strive to intentionally have a DSAT score in this range, it's important to acknowledge that not all customers will be completely satisfied 100% of the time.
However, it doesn't hurt to consider what factors are contributing to these scores and if there is anything you can do to improve them.
For example, if your DSAT score is higher for the customer communication aspect of your service, it could be because customers aren't receiving responses in a timely manner. Investing more resources into improving response times could help improve your DSAT.
DSAT scores between 31% to 60%
These scores indicate that there are areas of your customer service that could use improvement. It's important to identify what is causing this dissatisfaction and take steps to address it. This is why reaching out to customers, conducting research, and using feedback are such important tools.
By understanding your customer's needs and expectations, you'll be able to make improvements that can help reduce your DSAT through actionable steps.
DSAT scores between 61% to 100%
This score would indicate that most of your customers are dissatisfied with your services.
It's essential to act quickly and identify what is causing the dissatisfaction and make the necessary changes. This could involve training customer support staff, improving communication channels, or updating product features.
Taking the time to receive customer feedback and really trying to understand what your customers want will help you make the necessary changes.
Wrapping It Up
Understanding your DSAT score and what it means for your customer support can be a great tool to help you make more informed decisions about how to engage with customers and improve their overall experience.
You should now have a better idea of how to calculate your DSAT scores as well as what constitutes a good score.
Keeping track of your scores over time and setting goals for improvement can help you stay on top of your customer support game and make sure that your customers are always satisfied with their experience.