Manage CSAT campaigns

Who can use this feature?

  • Global admins, SuccessBLOC owners, and collaborators
  • Users have view access to SuccessBLOCs that are published to a team; additional access permissions to individual SuccessPlays, campaigns, canvas, and objective templates vary.
  • Available on all plans

Customer Satisfaction Survey (CSAT) is an industry standard for measuring transactional sentiment around a recent interaction or service (e.g., training event, business review meeting, onboarding completion). The feedback loop helps identify bottlenecks or points of friction so you can remedy quickly.

About CSAT

CSAT asks recipient's to rate their satisfaction of an engagement using a 5-point scale

  • Satisfied: Gives a score of 4 or 5
  • Dissatisfied: Gives a score of 1 to 3

From all survey responses, CSAT scores are calculated using one of the following formulas:

Example Results Formulas
  • % = # of satisfied responders / # of responders * 100
      = 4 / 5 * 100
  • Average = Sum of ratings / # of responders 
    = (4+5+3+5+5) / 5

Many companies rely on CSAT surveys to run Voice of the Customer (VOC) programs. We recommend starting with the Run VOC Programs SuccessBLOC to use starter campaigns for sending CSAT surveys and conducting follow-up.

Configure CSAT campaign design

A CSAT campaign requires you to define a CSAT attribute. Global admins can create new CSAT attribute types in Data Modeler. You can also create a new CSAT attribute type from within the campaign designer.

  1. Create a new campaign using an CSAT template (feedback category), or edit a CSAT campaign from your SuccessBLOC.
  2. From campaign settings, click on the campaign body to open the campaign designer.
  3. Within the campaign designer, add a new CSAT component, or click on the component if it already exists.
  4. From the Design tab, choose the CSAT survey metric (attribute), which will store the recipient's survey response.
    • If you need to create a new CSAT attribute type, click +Create New.
    • Choose a display name and dimension.
    • Click Save.
  5. Additional CSAT attributes are automatically included:
    • [Attribute Name] Response Date: Stores date of response
    • [Attribute Name] Comment: Stores the recipient's optional comment
    • [Attribute Name] Low CSAT Reason: Configurable multi-select list of reasons for dissatisfaction. Defaults are provided, which you can edit. (Localization not supported.)
    • [Attribute Name] High CSAT Reason: Configurable multi-select list of reasons for satisfaction. Defaults are provided, which you can edit. (Localization not supported.)
  6. Configure the additional details for the survey flow to provide context for the survey flow, which can support multiple languages.
    • High CSAT Reason Question (4-5 stars)
    • Low CSAT Reason Question (1-3) stars
    • CSAT additional comment question
    • Confirmation message
    • Submit button text
    • Click to preview the feedback page
  7. Click Save.

Configure CSAT campaign settings

After configuring campaign design, adjust the campaign settings for subject and sender(s), targets, schedule, and goal. Consider the following best practices:

  1. Many customers trigger campaigns after completing stages in your customer lifecycle (e.g., Onboarding) or after a QBR or training event (e.g., Touchpoint Reason). 
  2. CSAT schedules are most often set as ongoing as soon as a user meets criteria (e.g., customer journey stage changes from onboarding.
  3. For events where the likelihood of having the same participants and asking for feedback is common (e.g., QBR meeting or training event), CSAT campaigns include a scheduling option to allow campaigns to be re-sent to the same user after a set number of days.
  4. Set the goal criteria to the CSAT attribute of the campaign (any value) to consider the campaign successful if a recipient completes the survey.

CSAT campaign flow

After activating a CSAT campaign, the user flow is as follows:

  1. User clicks a rating from within the email.
  2. A new browser tab opens with a list of reasons (depending on the rating selected) and a comment box.
  3. Upon submit, a thank you page appears.

View CSAT responses

CSAT responses are viewable in several areas within Totango. Built-in color thresholds are displayed for Red (0-60%), Yellow (61-80%), and Green (81-100%).

Campaign performance metrics

Engagement metrics include a summary of the selected CSAT metric.


Account profile

If the account layout is configured to display CSAT responses, you can view results for one survey.


User profile

A snapshot of individual CSAT score and comment is available on the user profile.



Any segment that includes a filter criteria for the selected CSAT attribute shows score in the segment summary.



Add a KPI with a numeric visual type that reference the CSAT attribute as the metric. The selected segment must be a user segment. Aggregation is Count, Average, or CSAT. 

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Load external CSAT data into Totango

If you are already running your CSAT campaign outside Totango, you can bring your raw CSAT user data into Totango, and Totango will compute the overall CSAT.

Importing and integrating data is available to global admins or users with advanced permissions to Customer Data Hub. Creating an CSAT attribute within the integration is not currently supported, so you must ensure there is an CSAT attribute in Totango prior to loading from an external system.

  1. Download the CSAT data (from the other system) to a local file.
  2. Open the data file in Excel (or other spreadsheet application), and ensure there are columns for the following:
    • Account ID
    • User ID
    • [CSAT attribute name]
    • [CSAT attribute name]_comment
    • [CSAT attribute name]_response_date

    If you are uploading users who aren't already in Totango, you may also want to include attributes for Email, Name, First Name, Last Name, Contact, and Key Contact. Otherwise, you only need to include the attributes that you want to update. Learn more about attributes for users

  3. Ensure there is an CSAT attribute type in Totango to store the CSAT value. If not, create a new one in Data Modeler.
  4. Upload the local file in Customer Data Hub using these steps.
    1. Ensure that you choose the Users object.
    2. You can map any column from your source file to any CSAT attribute in Totango.

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