Contact Center

DSAT in Customer Service: Why Call Centers Should Prioritize its Improvement?

Abhishikha Chatterjee
November 3, 2023
 mins read

Last modified on

In the pursuit of delivering exceptional customer service, gauging customer dissatisfaction is as crucial as measuring satisfaction levels

Herein, the Customer Dissatisfaction Score (DSAT) serves as a pivotal metric, quantifying the percentage of customers who are not contented with your company, its products or services, or the support they received. 

The interpretation of 'dissatisfied customers', however, varies amongst businesses, largely dependent on the intricacy of your rating scale. 

Understanding DSAT becomes essential in this context, providing a mirror to your company's shortcomings and guiding the path toward service enhancement. 

In the subsequent discussion, we delve into why DSAT is a key contact center metric and how it can assist in elevating your customer service standards.

What is DSAT, And Why is it Important For Call Centers?

I’m sure you have heard customers ranting about a frustrating experience with call centers.

Maybe they were put on hold for an unreasonably long time, or the representative on the other end seemed to need help understanding their issue. 

These types of experiences can lead to what's known as customer dissatisfaction, or DSAT for short. 

DSAT, or the level of dissatisfaction a customer feels with a company's employees, product, or service, can have a major impact on a call center. It can affect everything from customer retention to brand reputation. 

“80% of companies use customer satisfaction scores to analyze customer experience and improve it.” - Harvard Business Review

That's why understanding DSAT in customer service is so important. 

Now that you are acquainted with the DSAT score let's clear up the confusion on CSAT and how it is different from DSAT in customer service.

Also, check our FREE NPS Scoring Checklist.

How is the DSAT Different From CSAT score?

CSAT and DSAT are two integral call center metrics in customer service that help businesses gauge their performance. 

  • CSAT, full form Customer Satisfaction Score, measures a customer's satisfaction level with a product, service, or interaction. It's generally expressed as a percentage, with 100% representing complete customer satisfaction.
 Detailed insights into a customer’s satisfaction levels
 Detailed insights into a customer’s satisfaction levels
  • On the other hand, DSAT, which stands for Dissatisfaction Score, quantifies the level of dissatisfaction a customer has with a product, service, or interaction. 
  • Unlike CSAT, a higher DSAT score is undesirable as it indicates a higher level of customer dissatisfaction.
  • While both CSAT and DSAT provide valuable insights, they focus on different areas of the customer experience. CSAT emphasizes positive experiences and satisfaction levels, whereas DSAT zeroes in on negative experiences and reasons for dissatisfaction. 

Understanding both metrics allows businesses to pinpoint both their strengths and areas in need of improvement.

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How to Measure DSAT?

Delivering high-quality customer service is crucial for businesses seeking to stay ahead of the competition. One way to measure the effectiveness of customer service is by using the DSAT or Dissatisfaction Score. 

This score is used to gauge the level of dissatisfaction customers experience when they interact with your business. It is important to track DSAT in customer service as it helps increase customer loyalty and identify areas that need improvement. 

Customer dissatisfaction or dsat score calculation
Customer dissatisfaction or dsat score calculation

To measure DSAT, there are various tools, such as surveys and feedback forms, that businesses can use. 

It is also important to train customer service personnel to handle customer queries effectively and improve the overall customer experience. Measuring DSAT should be a priority for businesses seeking to provide exceptional customer service.

Benefits of Improving DSAT in Customer Service

  • Increased Customer Retention: By improving DSAT, call centers can significantly boost customer retention rates. Satisfied customers are more likely to remain loyal to a brand, leading to long-term business relationships.
  • Enhanced Brand Reputation: A poor DSAT score can tarnish a brand's reputation. Therefore, improving DSAT can generate positive word-of-mouth and build a strong brand image in the market.
  • Identifies Areas for Improvement: DSAT helps identify the weaknesses in a call center's service delivery. This enables the organization to make necessary changes and improve their service quality.
  • Promotes Customer Loyalty: A satisfied customer is a loyal customer. By focusing on improving DSAT, businesses can enhance customer loyalty and increase their customer base.
  • Boosts Competitive Edge: In the competitive business landscape, providing superior customer service can give a company an edge over its competitors. Improving DSAT scores can help a business stand out in the market.
  • Increases Revenue: Happy customers are more likely to make repeat purchases and recommend the brand to others. Thus, improving DSAT can lead to increased sales and, ultimately, higher revenue.

What are the Strategies for Improving DSAT?

When it comes to improving the DSAT (Dissatisfaction Score) in the context of customer service, numerous strategies could be beneficial. 

  • Firstly, ensuring that customer service representatives are well-trained and knowledgeable can greatly improve customer dissatisfaction. Comprehensive training programs should be implemented that equip representatives with the skills to address customer issues and provide excellent service effectively. 
  • Secondly, effective communication is vital in reducing DSAT. Clear, concise, and empathetic communication can help customers feel heard and understood, significantly improving their experience. 
  • Furthermore, actively seeking customer feedback can provide valuable insight into areas that may need improvement. Conducting customer satisfaction surveys or feedback sessions helps identify and rectify issues that may be contributing to a high DSAT score.
Convin’s AI Feedback is Transforming Customer Feedback. Check It Out.

Finally, leveraging technology can significantly enhance customer satisfaction. Implementing advanced CRM systems can streamline communication and improve response times. Additionally, AI-powered solutions like chatbots can provide immediate assistance to customers, reducing wait times and improving the overall customer experience. By focusing on these strategies, businesses can effectively reduce DSAT and enhance customer satisfaction.

How to Implement And Monitor Improvements in DSAT Scores in Customer Service? 

Implementing improvements in DSAT involves integrating strategic changes based on the feedback gathered and training employees accordingly. 

This could mean improving communication channels, enhancing customer service training, and incorporating customer-centric solutions like CRM systems and AI-powered chatbots. 

Monitoring these improvements is crucial in evaluating the effectiveness of these strategies. This can be achieved by conducting regular customer satisfaction surveys and scrutinizing the data for a drop in dissatisfaction scores. 

An efficient CRM system can assist in tracking these metrics over time. Additionally, individual customer complaints and feedback should be regularly reviewed to ensure that the implemented changes are effectively addressing the issues at hand. With diligent monitoring and necessary adjustments, DSAT scores should gradually decrease, indicating enhanced customer satisfaction.

Convin’s New CSAT Score Efficiently Handles Customer Service Experience

The Future of DSAT in Contact Centers

As technology continues to advance, the future of DSAT in contact centers is looking promising. DSAT, which stands for "dissatisfaction," "satisfaction," or "ambiguous" tone, is a system used to detect customers' emotional states during interactions with contact center agents. 

This system has already proven to be a valuable tool in improving customer experiences and overall satisfaction. With further developments in natural language processing and machine learning, DSAT has the potential to become even more accurate in detecting and analyzing customer emotions. 

By addressing customer feedback and implementing strategies for improvement, companies can begin monitoring their DSAT scores accordingly. This will open up many opportunities for growth within the industry as DSAT becomes a necessary component of all successful contact centers. 

To start your journey to bettering your company’s DSAT score, talk to our experts and get on a demo today!


1. What is DSAT and CSAT in customer service?

DSAT is a measure of customer dissatisfaction with a product, service, or interaction, while CSAT gauges the level of customer satisfaction.

2. What is the full form of DSAT in call center?

In a call center, DSAT stands for Dissatisfaction Score.

3. How is DSAT measured?

DSAT is measured by analyzing customer feedback, complaints, and reviews to quantify the level of dissatisfaction.

4. How does DSAT work?

DSAT works by detecting and analyzing negative experiences during customer interactions and uses this data to identify areas of improvement in service delivery.

5. How to calculate DSAT in BPO?

In a BPO setting, DSAT can be calculated by dividing the number of dissatisfied customers by the total number of customers surveyed and then multiplying the result by 100 to obtain a percentage.

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