DSAT – customer dissatisfaction – is the opposite of CSAT – customer satisfaction in the sense that you measure how dissatisfied your customers are.
This can be used as a metric or through analysis of where your customer issues are, so you can help to fix their problems.
The Meaning of DSAT in Call Centres, Contact Centres and BPOs
DSAT stands for Dissatisfaction Score. In both call centres and contact centres, it is a critical metric used to measure customer dissatisfaction following a service interaction.
Unlike Customer Satisfaction Score (CSAT), which focuses on positive customer feedback, DSAT specifically captures negative feedback, helping call centres and contact centres understand the reasons behind customer frustration.
A high DSAT score often signals recurring problems such as long wait times, unhelpful responses, or unresolved issues, which need to be addressed to improve service quality.
How is DSAT Used?
Call centres and contact centres use DSAT as a performance indicator to assess and improve customer service quality.
By tracking DSAT, companies can:
1. Identify Problem Areas
DSAT highlights common issues that lead to dissatisfaction, such as delays, miscommunication, or poor agent performance.
2. Guide Training and Coaching
High DSAT scores often point to areas where agents or processes may need improvement, guiding targeted training or coaching for staff.
3. Enhance Customer Retention
By addressing the root causes of dissatisfaction, call centres and contact centres can reduce churn and improve customer loyalty.
To effectively reduce DSAT, call centres focus on improving agent skills, reducing handling times, and streamlining processes to provide more efficient and satisfactory customer experiences.
How Does DSAT Differ from CSAT?
While both DSAT and CSAT measure customer sentiment, they assess different aspects of the customer experience.
CSAT (Customer Satisfaction Score) measures positive customer feedback, indicating how satisfied customers were with a particular interaction. DSAT (Dissatisfaction Score) is the opposite as it focuses on negative feedback, reflecting areas where service failed to meet customer expectations.
Together, DSAT and CSAT offer a balanced view of customer sentiment, with CSAT showing what is working well, and DSAT revealing what needs improvement.
The Key Differences Between DSAT and CSAT
The table below highlights the main differences between CSAT and DSAT:
| Aspect | CSAT (Customer Satisfaction Score) | DSAT (Dissatisfaction Score) |
|---|---|---|
| Purpose | Measures customer satisfaction and positive feedback. | Measures customer dissatisfaction and negative feedback. |
| Focus | Highlights what went well in the interaction. | Highlights what went wrong or caused frustration. |
| Feedback Type | Positive or neutral responses. | Negative responses or complaints. |
| Ideal Outcome | Higher score indicates better customer satisfaction. | Lower score indicates fewer dissatisfied customers. |
| Use in Improvement | Identifies strengths to maintain or improve. | Identifies areas needing improvement to reduce dissatisfaction. |
How to Calculate DSAT
DSAT is calculated as the percentage of dissatisfied responses out of the total number of feedback responses.
The formula to calculate DSAT is:
DSAT = (Number of Dissatisfied Responses ÷ Total Responses) × 100
For example, if a call centre receives 1,000 responses and 150 are dissatisfied, the DSAT score would be:
DSAT = (150 ÷ 1000) × 100 = 15%
A lower DSAT score is desirable, as it indicates fewer customers are dissatisfied with the service they received.
For more on DSAT and CSAT, read these articles next:
- Dissatisfaction (DSAT) Analysis
- What is a Customer Satisfaction Score (and How to Calculate CSAT)
- What Is CSAT? – With a Meaning, Calculations and Great Tips
Author: Rachael Trickey
Reviewed by: Robyn Coppell
Published On: 16th Jun 2022 - Last modified: 7th Nov 2024
Read more about - Definitions, Customer Satisfaction (CSAT)
