The power of CSAT: Building a bright future with customer feedback

by Andrew Wallace
2 min read

Some companies treat customer service as an optional extra, but at Fitzrovia IT, an established IT support company in the heart of London, customer service has become the key to building their future success. Their Director, Dan Stanbury, says that implementing SmileBack’s CSAT software has fundamentally changed the way his company operates, 20 years after they were first established.

“SmileBack is invaluable [to us],” he says. “Customer satisfaction is key to our business. And SmileBack has helped us understand exactly how we are performing.” 

Measuring performance with customer feedback

Since implementing SmileBack just over a year ago, Fitzrovia IT have amassed an impressive 440 customer reviews with a 90.9 Net CSAT Score.

By using the system in conjunction with reporting software BrightGauge, the Fitzrovia IT team have cemented customer feedback as a key tool for their business.  

“SmileBack is incredibly important in accurately gauging the level of service being provided,” says James Booker, their Head of Operations.

“We use this information to improve the client experience as well as to analyze overall engineer performance.” 

Each piece of customer feedback secured by SmileBack is processed, reviewed, and responded to by Fitzrovia IT’s Service Desk Manager, Lee Hurley. Feedback is also passed along to their Account Management team, who use this information to provide additional value when speaking with their clients.  

“SmileBack is a simple and easy to use tool, both for reporting and for the end-user interaction. A few clicks and well-chosen comments can detail so much about an issue, how it was fixed, and the performance of the support technician,” says James. 

“It has helped transform the way we work.”  

Using customer feedback to boost morale

And SmileBack’s customer feedback software is helping their engineers to improve too. At Fitzrovia IT, all their engineers are provided with their own SmileBack dashboards to show their progress and collate their feedback.  

“These individual dashboards are incredibly helpful for engineers to keep track of their performance, encouraging them to maintain high scores and provide consistent, excellent customer service,” says James. 

“And it can also create some friendly competition for the various internal awards we offer!” 

In a fast-paced and challenging managed services environment, James and the team use the positive customer feedback gathered from SmileBack to provide monthly awards to recognize outstanding performance.  

“The MSP environment can be hectic, and our engineers are on a daily hunt to fix various problems. Positive feedback or appreciation of good work are always good to hear, and can really make an engineer’s day,” he says. 

Ultimately, Fitzrovia IT is committed to being the leading IT support company in London. And the way forward for them is investing in customer service.

“I’ve seen engineers get a fantastic review and their confidence and IT ability sky-rocket as a result,” says James. “The impact of a few words can make a huge difference.” 

And if their customer feedback is anything to go by, Fitzrovia IT will only keep on getting better.

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