Tutorials / Users

Tutorial – Measuring Customer Satisfaction (CSAT) With Salesforce

By Shonnah Hughes

Customers are the most important part of any company. You might have a stellar product and amazing employees but without customers, you don’t have a business. Which is why the best companies use customer satisfaction (CSAT) surveys to gauge customer experience.

In a CSAT survey, the customer is asked something along the lines of: How would you rate your overall satisfaction with the service you received?

Answer choices are graded on a scale, usually from 1-5, where 1 represents very dissatisfied and 5 represents completely satisfied. The responses of your customers are then averaged and the result becomes your overall CSAT score.

Below is an example of a CSAT survey.

This score indicates how satisfied or dissatisfied customers are with a particular service, interaction, procedure, or product—whatever the survey is measuring.

Why You Should Measure CSAT With Salesforce

Customer satisfaction (CSAT) surveys help companies identify opportunities for growth, but that feedback can’t reach its full potential without the context of other key customer data. However, when you integrate CSAT with Salesforce,  you can turn customer feedback into action.

By integrating with Salesforce, the CSAT surveys sent to your customers are automatically mapped to your contacts, accounts, cases and more (see below for example). Which doesn’t just show you trends but also gives you insight into who the customer is, what they purchased, what you’re trying to sell them, how well you’re supporting them and even what they want next.

Also, when you measure customer satisfaction in Salesforce you can make smarter decisions much more quickly.

For example, if you just rolled out a new product feature and there was a noticeable drop in your CSAT score, that might mean that customers are unhappy with the change and you’ll need to go back to the drawing board, perhaps talk to some customers to identify the root cause of the problem.

Here are just a few ways CSAT can help across various departments:

  • Customer Service can prove the ROI of new support practices by pointing to improvements in their CSAT score.
  • Customer Success can measure how happy customers are with onboarding and resources.
  • Sales can use the data from post-purchase feedback to refine their sales process and increase wins.
  • Marketing can run competitive loss surveys that inform future campaigns.
  • Human Resources can run employee surveys to monitor internal happiness.
  • Business owners can look at each department’s CSAT score to get a sense of their success.

Simplicity and adaptability are what makes CSAT surveys valuable for every branch of business. If you want to know how changes in policy or product affect your business then CSAT is a great metric for you.

Also, consistent customer satisfaction surveys will help your company discover sources of trouble before they become really damaging and provide the right departments with enough data to fix the issues.

Below is a CSAT survey cheatsheet that’ll come in handy.

The Most Popular CSAT Workflow in Salesforce

The most popular CSAT use case is the case closed customer satisfaction survey. This survey provides an accurate measure of customer happiness and helps service teams monitor how well issues are resolved.

For those who use GetFeedback, a case closed workflow means sending CSAT surveys automatically when a case is closed in Service Cloud.

The first step in this workflow is to create your case closed CSAT survey. When doing so, keep in mind that this type of survey is different from general customer satisfaction surveys since it measures a specific customer service interaction. See here for best practices of how to create a survey.

The next step is to design your CSAT survey email template in Salesforce. This is the most important part of the workflow because when agents close cases, Salesforce will automatically send the CSAT survey email to the contact on the case.

There are two ways to send a CSAT survey over email:

  1. Include your unique survey URL as a hyperlink in the body of the email.
  2. Embed the first question of the survey into an HTML email, so customers can respond without leaving their inboxes. (If you’re a GetFeedback user, you can create branded email templates via a VF code.)

After you’ve created your CSAT survey email template, you can move onto the Salesforce workflow. Make sure to reference Salesforce’s documentation on creating workflows if you’re not already familiar.

To send CSAT surveys every time a case is closed:

  1. Begin creating the workflow rule for the Case Object.
  2. Set the Rule Criteria to Case: Status equals Closed.
  3. Set the Workflow Action to New Email Alert.
  4. Finally, select the pre-built email template you just designed and set the Recipient Type to Contact.

Depending on the tools at your disposal, you may be able to create internal alerts for low CSAT scores–this is one of the most valuable parts of the GetFeedback Salesforce integration because it allows users to act on customer feedback in real time.

For example, if you had a negative CSAT score from an important customer, you can set a simple workflow that will loop in the account manager immediately, saving the relationship.

Below is how to create this specific workflow on Salesforce.

To create an email alert when you get a negative CSAT score:

  1. Begin creating the workflow rule. You can choose to add this date to your Custom Survey Object and/or to the Case Object.
  2. Set the Rule Criteria to Score less or equal 2 (the score you deem “low”).
  3. Select a pre-built email template and set the Recipient Type for your internal alert (likely the Account Owner or Manager).
  4. Finally, set the Workflow Action to New Email Alert.

In the example below, our Score field is called “case satisfaction” and we’re setting up an alert every time we receive a CSAT score of 2 or less.

This workflow will send an email alert to the customer’s account manager, so they can get in touch with them to resolve the issue.

Once you’ve followed all the steps above be sure to test your survey workflow to verify that everything is working properly. Your survey response should map to Salesforce successfully and initiate the corresponding workflows.


The case closed CSAT survey workflow is just the tip of the iceberg, but it’s a great place to start as you build out your customer feedback program with Salesforce. And by designing workflows that breed real action, you can make the most of customer feedback, creating a major change in your organization.

With GetFeedback, you can seamlessly integrate your feedback program with Salesforce. Turn your customer feedback into meaningful action by starting your free trial of GetFeedback today.

The Author

Shonnah Hughes

Shonnah Hughes is a Product Evangelist with GetFeedback, Salesforce MVP and Co-Founder of PepUp Tech.

Leave a Reply