What are the pitfalls of using CSAT?
CSAT does not equal loyalty
CSAT isn't a strong indicator of customer loyalty. Customers can be easily satisfied with their support experience, but not willing to stick around with your company. It's extremely helpful for understanding whether your particular support interaction was satisfactory - and many support reps find it valuable for editing their replies - but it's not the best way to suggest larger, overall sentiments customers might have.
This problem stems from the fact that the methodology behind CSAT was previously built around a much more traditional means of support. Support has changed, and continues to change, meaning what we track has to evolve with it.
Does not identify process or product pain
CSAT is often not a good way of identifying a bad support process or product pain. An over-performing customer support representative can overcome a bad process or buggy feature to "save the day", win the customer's favour, and receive a high CSAT rating. However, high CSAT scores don't indicate whether support processes or product issues need to be addressed.
Mistaken for product satisfaction
Users sometimes tend to rate the product instead of the customer support experience or response. This distorts the survey findings and could sometimes incorrectly be assumed to be bad customer support. This is also why there are different measurements for CSAT and NPS.
Teams sometimes make the mistake of chasing CSAT targets. CSAT is always a by-product or reflection of the quality of customer support. Teams must set quality benchmarks and work towards improving their customer support quality first. Therefore, CSAT will improve when quality of responses improve.
Isolated scores = misleading data
Measuring the CSAT score or percentage without also measuring the response rate can give a distorted view of support agent quality. For example, one support agent might have a CSAT score of 100% but a response rate of 10%, while another might have a 96% CSAT score but with a 35% response rate. The high-CSAT scoring agent might be providing technically correct answers but not doing a great job engaging with the customers, while the other might be great with customers but might be rushing their answers or getting them wrong sometimes. Measuring both CSAT and response rate lets you tailor your coaching to make the difference between "Yay!" vs. "Boo!" and "Yay!" vs. "Meh".