In this article, you can find:
What is CSAT?
Customer Satisfaction Score (CSAT) is a simple yet powerful metric that tells you how satisfied your customers are with a specific interaction, product, or service. It’s usually measured through a quick survey right after an interaction.
Formula:
(Number of Satisfied Customers ÷ Total Responses) × 100
Learn more about Thena’s CSAT for B2B support →
Why is CSAT important for businesses?
Early warning system — Identify dissatisfaction before it turns into churn
Revenue driver — High CSAT often correlates with renewals and upsells
Real-time feedback — Faster to act on than quarterly or annual surveys
When done right, CSAT is not just a health check. It’s a growth lever.
How CSAT works in B2B support
Unlike B2C, B2B customer satisfaction is shaped by multi-channel, multi-stakeholder interactions. A single poor experience can impact a high-value contract.
Key differences:
Multiple channels: Slack, MS Teams, email, web chat — feedback must be captured where the customer engages.
Nuanced feedback: Responses can reflect multiple interactions over weeks or months.
Account-level stakes: The “customer” is often a team or company, not an individual.
See how to manage CSAT in Slack →
Best practices for measuring CSAT in B2B
Ask right after resolution, in the same channel
Keep it one-click and frictionless
Segment results by channel, account, and agent
Track over time to spot trends, not just moments
CSAT benchmarks for B2B
Many B2B companies report 85%+ CSAT as good, but small sample sizes mean you should benchmark against your industry
CSAT varies by channel — real-time support channels often score higher than email
How to improve CSAT in B2B
Shorten response and resolution times
Keep customers informed with proactive updates
Focus on tone and empathy, not just accuracy
Close the loop with customers on feedback received
The role of AI in boosting CSAT
Smart routing: Send tickets to the right person instantly
Context-aware responses: AI ensures agents reply with the full history in mind
Proactive alerts: Detect and fix issues before the CSAT survey is even sent
Thena’s AI-first approach to support helps B2B teams boost CSAT without adding more workload.
FAQ
Q: What is a good CSAT score in B2B?
A: Most B2B companies aim for 85% or higher, but “good” depends on your industry, customer expectations, and the complexity of your support. For example, enterprise SaaS with long onboarding cycles might see slightly lower averages. Track your own trendline and benchmark against peers for the most meaningful insight.
Q: What’s considered a bad CSAT score in B2B?
A: Anything consistently below 75% is a red flag, especially if coming from key accounts. In B2B, low scores can quickly translate into contract non-renewals or downsizing.
Q: How often should you measure CSAT?
A: Measure after every significant interaction — such as a resolved support ticket or project milestone — to capture real-time sentiment. Quarterly or annual surveys miss critical moments where intervention could prevent dissatisfaction.
Q: How many CSAT responses are enough for accuracy?
A: Aim for a minimum 30% response rate within each account segment. In B2B, sample size matters more than in B2C because each account represents more revenue and usually involves multiple stakeholders.
Q: Can CSAT predict churn?
A: Yes. Sustained low scores from decision-makers or influential users are one of the strongest predictors of churn. Tracking CSAT at the account level is crucial for B2B, where losing one account can have outsized impact.
Q: Should CSAT be anonymous?
A: In B2B, non-anonymous CSAT is often more useful, as it allows account managers to follow up directly. However, anonymous surveys can encourage honesty if there are internal relationship dynamics at play.
Q: Is CSAT better than NPS for B2B support?
A: They serve different purposes. CSAT measures immediate, interaction-level satisfaction, while NPS measures long-term loyalty and brand perception. B2B leaders often track both, using CSAT for operational fixes and NPS for strategic direction.
Q: How do you collect CSAT on Slack or email?
A: Use tools that embed the survey directly into the conversation so customers can respond instantly. For example, Thena collects CSAT inside Slack and email threads, boosting both response rate and context quality.
