Dissatisfied Customer Score
What is Dissatisfied Customer Score (DSAT)?
DSAT (Dissatisfied Customer Score) measures the percentage of support interactions that resulted in a negative customer rating. It is the inverse of CSAT, but tracking it separately matters because dissatisfied customers represent active churn risk, not merely a scoring gap. A 1- or 2-star rating after a support interaction is a customer telling you directly that something went wrong.
How is DSAT calculated?
DSAT % = (Number of negative ratings ÷ Total ratings received) × 100
"Negative" typically means ratings of 1 or 2 out of 5. Note that DSAT % + CSAT % do not add to 100% unless you have no neutral (3-star) ratings, and most teams have some in the middle. To run a DSAT analysis, pull every negative-rated conversation for the period, then segment by agent, ticket topic, and time of day before looking at the aggregate rate. The overall percentage hides which agent, product area, or shift is actually driving it.
What is a good DSAT?
B2B SaaS support teams
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What are the most common DSAT mistakes?
- 1Waiting for a weekly or monthly report to review DSAT. These customers are churn risks right now.
- 2Tracking only team-level DSAT. Agent-level DSAT reveals coaching needs that team averages hide.
- 3Dismissing low-volume DSAT spikes. Even a 3-day spike matters if the customers involved are high-value accounts.
- 4Not following up on DSAT conversations. A fast, personal response to a bad experience can turn a churner into a loyalist.