Customer Satisfaction Score (CSAT) from Marketing Touchpoints
Satisfaction rating collected immediately after a marketing interaction (event, webinar, campaign)
What is Customer Satisfaction Score (CSAT) from Marketing Touchpoints?
Customer satisfaction score (CSAT) from marketing touchpoints is the average rating customers give to their experience of marketing interactions, such as emails, events and web content. It shows how the audience feels about marketing itself.
Marketing that annoys people can damage the brand, so measuring satisfaction with it gives an early warning.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Marketing Operations
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- score (1–5 or 1–10)
- Measurement frequency
- Per campaign / Monthly
- Formula
- Sum of satisfaction scores / Number of responses
How to calculate it
Add up the satisfaction scores and divide by the number of responses.
For example, if 200 people rated an event on a scale of 1 to 5 and the scores total 860, the CSAT is 860 / 200 = 4.3.
Ask a short, consistent question straight after the interaction, and report by touchpoint, since averages hide weak spots.
Where it is used
Improving experiences
Find touchpoints that frustrate or please people.
Comparing events and content
Learn which ones are most valued.
Tracking brand health
Watch for changes over time.
How to improve it
Tips and common mistakes
- Response rates can be low and biased. Consider how representative results are.
- Do not over-survey, or the survey itself becomes annoying.
- Compare over time rather than against an external benchmark.
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