How to use CSAT to deliver incredible customer service

by SmileBack
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4 min read
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Studies have shown that, for every single customer complaint, there are 26 unhappy customers ready to jump ship in silence. Shockingly, 56% of customers who have a negative experience won’t return, and 34% will also post negative feedback online. Below, we’ll show you how you can use CSAT and SmileBack’s feedback software, to ensure that you don’t lose out on business, and turn negative customer feedback into a positive.

In today’s crowded marketplace, great customer service is more important than ever. In fact, according to a consumer report by Walker Information, by the year 2020, customer experience will overtake price and product as the most crucial brand differentiator.

How do you know if your customer satisfaction scores measure up?

Using CSAT to measure happiness

There are several methods used to measure customer happiness, each addressing a different phase of the support process. These methods are CES, NSP, and CSAT.

• The Customer Effort Score (CES) indicates how difficult it is for your customers to find what they’re looking for

• The Net Promoter Score (NPS) highlights customer loyalty by measuring change over time, and is the strongest indication of long-term growth

• Both are extremely important when gauging customer happiness, but neither can stand on their own, without first understanding how satisfied your customers are with the products and services you provide.

That’s where CSAT comes in.

What is CSAT?

CSAT is the most common way to measure customer satisfaction. It tells you how your customers feel about a particular product or service, immediately after their interaction with your sales or support team has ended.

CSAT is the most common way to measurecustomer satisfaction. It tells you how your customers feel about a particularproduct or service, immediately after their interaction with your sales orsupport team has ended.If you’ve ever purchased

If you’ve ever purchased anything online, there is a good chance you’ve seen the type of survey that leads to a CSAT score:

How satisfied were you with your service?

○ Very Unsatisfied ○ Unsatisfied ○ Neutral
○ Satisfied ● Very Satisfied

Simple but effective, CSAT scores are a clear indication of your customer’s satisfaction, and can quickly reveal hidden insights about your company, your products, and perhaps most importantly, your customer service.

CSAT scores are particularly versatile because they can apply to anything. After a hotel stay, it is common to be asked about your satisfaction with the room, the amenities, check in, check out, and more. With the information clients provide, hotel managers instantly know which areas of the business are excelling, and which ones need improvement.

How to make the most of your CSAT data

In his book, 9 ½ Principles of Innovative Service, author Chip Bell says that “95 percent of companies survey their customers, but only 10 percent actually use the feedback to take action”. This is primarily because, once companies have customer data, they don’t know what to do with it.

But, while having customer feedback is a good start, it won’t make any difference to your service if you don’t use it. Luckily, there are many simple things that you can do, to make the most of the data from customer service surveys.  

1. Aggregate your customer feedback

Let’s say you have a CSAT score of 90%. That’s great, but what do you do with it?

First, look at the individual scores that contributed to your average. If your customers are “Very Satisfied” with your product or service, but only “Neutral” about your customer support, that’s where your investigation should begin.

Understanding where your customer satisfaction stops, is the first step to resolving any issues that stand between you, and an exceptional CSAT score.

2. Recognize common customer support issues

If your lowest customer satisfaction ratings lie with a particular department, consider segmenting your data by individual employees. It might suddenly become obvious which bad apple is ruining the bunch, or, at the very least, it will help you to recognize trends that are affecting your overall customer satisfaction scores.

Perhaps your veteran employees always score highly, while your new recruits are leaving your customers wanting more. This could be a strong indication that it’s time to develop better customer service skills in your team, or restructure your hiring process altogether.

If you still can’t put your finger on the problem, take a closer look at your customer service surveys, and try to find common support issues that may have more to do with your infrastructure than your employees.

Common complaints might include:

• Long waits

• Being transferred to the wrong department

• Not providing enough information to resolve the issue

• Not receiving any follow up after the problem is resolved

These types of problems tell you more about your general support procedures than your training manual, but they still require immediate action if you want to increase customer loyalty, and reduce customer churn.

3. Take action to improve customer satisfaction

To effectively increase your CSAT score, you must further investigate the root of your customer support issues, and implement new procedures to resolve the common problems you discover.

You can do this by:

Spending time with your employees

Make sure they understand the importance of loyal customers, and that they’re following the specific guidelines your company has created. This may require additional training, but the long-term return will far outweigh the short-term cost.

Asking questions

In some cases, you will discover internal issues that are preventing your customer support team from doing their job effectively. Maybe there’s too much pressure to close support tickets quickly, or a particular manager who’s making them feel overworked and underappreciated.

The true definition of customer service is more nuanced than it seems, and happy employees are more likely to create happy customers.

Not being afraid to experiment

Like most things, great customer service is a matter of trial and error. Once you’ve established what’s driving negative customer feedback on your product or service, and after listening to your employees to find out what obstacles are in their way, try something new and track the results.

Modify your customer support procedures or incentivize team members who provide exceptional customer service, to keep them involved in the process.

Keep listening to customer feedback

The only way to know if your changes are making a difference is to continue listening to what your customers have to say. If your CSAT scores are not improving, then try something different. If they are, let your team know and celebrate their successes. When it comes to customer satisfaction, employee morale can go a long way.

Customer service is only going to grow in importance in the coming years, and companies with customer-centric cultures will be the last ones standing.

If you need help collecting genuine feedback about your customer satisfaction, start a free trial of SmileBack, and get the data you need to keep your customers happy.

Start your free 14-day trial

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