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Is there a standard approach to converting a Likert Scale to a CSAT%?
Depending on the source, I get strong opinions with one of three options that seem to be commonly used.
In our case, we have survey options that are roughly worded in this manner:
"The service that you received was excellent"
With the following options:
Strongly Agree, Agree, neither agree nor disagree, disagree, and strongly disagree.
We assign a 1-5 value to those options.
Since our executive team likes to see things in percentage terms, we use those value to convert to a percentage and I currently disagree with our internal approach.
Effectively, I have found the following three calculations used in the industry:
1.) Take the total selected values and divide by the total available. In other words, if there were three survey response and a 3 and two 5s were chosen, you'd have the sum of the responses (13) divided by the total possible (15) to give you a % of 86.7%.
2.) Since the lowest possible percentage is 20% with the conversion outlined in 1 is 20%, some prefer to convert the 1-5 Likert scale to a 0-100% scale with steps at 0, 25, 50, 75 and 100. With the same response set illustrated above, you'd take the sum of the % values (50%+100%+100%=250%) and divide by the total available percentage (3x100%-300%) giving you 83.3%.
3.) The other method that I've seen employed often is to take the number of positive responses (in this case, choosing agree (4) or strongly agree (5) and divide it by the total responses in which case, you'd have 2/3 for 66%.
As a bit of a math and statistics nerd, I find 1 very unappealing as I believe it artificially biases scores higher than they should be. I'm not a huge fan of option 2, but feel if you are going to convert straight to percentages from values, it's the more accurate representation of the data.
I'm a fan of option three, in this situation, because of the way the survey is worded and the options that are available. If a customer is asked to evaluate whether or not they experienced excellence, then an agree or strongly agree should both be considered a "make" whereas anything evaluated as less than agree should be a miss.
Is there a standard that TSIA advocates for as one of the benchmarkers of the tech services industry?