Customer feedback suggests that the neutral face emoji 😐 is often interpreted as simply "okay" or "average," rather than negative. Many customers use it to indicate a satisfactory but unremarkable experience.
Is there anything we could do in that matter? For instance, removing the neutral score from the overall calculation completely, similarly to how NPS is calculated. If neutrals are treated as mildly negative, the overall CSAT score might be artificially deflated. This can lead to a misrepresentation of overall customer sentiment. Removing neutrals could actually provide a more accurate picture of how many customers are genuinely happy.
The actual point is not to ignore neutrals in the overall CSAT score calculation, but rather track them as a separate metric. This would allow us to monitor the percentage of neutral responses over time and identify trends. A rising number of neutrals could be a warning sign, even if the "positive-minus-negative" score looks good.
I’m open for discussion and some suggestions here!
Thanks!