The power of CSAT: How great customer service drives sales success

by Andrew Wallace
3 min read

Everyone knows that great customer service is vital for every business. But at IT provider m3 Networks, their stunning commitment to customer satisfaction has not only improved employee morale, but also helped them to achieve sales success, and seen one employee in particular, develop beyond their wildest dreams.

In this office, Ruth is a legend, with almost 1,000 customer service reviews to her name.

“We’ve all placed a wager on when she can break the 1,000 barrier,” laughs Mark Riddell, m3 Network’s Managing Director.

“We’re all incredibly proud of her. Almost a third of our review total is linked to her dedication to great customer service.”

And while Ruth’s commitment to customer feedback is exceptional, she’s not the only employee in the company who’s striving to provide customer satisfaction. Here, their mission is simple: to provide the best customer service in the country.

“Focusing on delivering great customer service positively impacts every area of our business, from retention to sales,” says Mark.

And since they started using in 2016, m3 Networks has achieved a superlative Net CSAT Score of 99.8, with over 3,500 customer reviews and counting.

So what has that meant for their business?

Using CSAT to stand out in the market

This year, customer experience will overtake price and product as the key brand differentiator. As a small team based in Perth, Scotland, m3 Networks knew that their best way of standing out in a crowded field was their quality.

“From the start, we had a goal of 100% customer satisfaction,” says Mark.

“We wanted to truly be the best. Our biggest source of business has always been from customer referrals, which is perhaps the best endorsement we can think of.”

But Mark knew that it wasn’t enough just to have a solid reputation. They also needed some way of showing it.

“Our staff are highly skilled, friendly, and professional, but we had no real system in place to collect all of our customer feedback and display it effectively,” he says.

Now, thanks to feedback software, their word-of-mouth recommendations translate into real evidence of great customer service.

“Today, we hear all manner of competitors say they offer great customer service, but they have no customer service statistics to back that up,” says Mark. “We do.”

Using CSAT to inform a sales strategy

Since implementing SmileBack’s feedback software and being able to track their CSAT score, Mark has placed their customer satisfaction scores at the forefront of m3 Networks’ sales strategy.

“The challenge facing the IT industry is that much of it is unregulated,” he says.

“This means that clients need to know, especially with cyber security, that they can trust a company to manage their IT. So, having CSAT ready to show your great customer service score, helps us to give that confidence. We also have accreditation with , and it is this collection of accreditation and customer endorsement that shows you can do what you say you can do.”

And Mark is positive that their customer surveys and client reports have helped his business to win crucial deals.

“SmileBack is a key part in our customer success strategy, and in our sales strategy,” he says. “Having great customer feedback helps us to prove that we can deliver a consistent level of customer service over many years.

“When we’re pitching to clients, the customer feedback we have through SmileBack helps us to come armed with statistics, that show we are the best choice. We do win most of the business we go for, and SmileBack is a bit part of helping us to utilize a slick sales process.”

Using CSAT to keep customers and staff happy

It’s well-known that if your employees are happy, they are more likely to go above and beyond for your customers, keeping them happy in return. As such, ensuring excellent employee morale as well as customer satisfaction, is vital for any business’s bottom line.

Mark recognizes this, and today, SmileBack plays an important role in making their workplace a happy one.

“A lot of companies believe that providing great customer service means getting problems solved, but that isn’t always the case. Great customer service means going beyond that, and giving the customer something to remember after the technical issue has been solved,” he says.

“We use SmileBack to give feedback to our staff, and follow up on any neutral and negative responses. For the team, we have screens up in our rooms to display the live SmileBack review feed. This helps them to see any comments at any time from our clients.”

And all of this positive feedback has led to a happier workplace.

“I would definitely say employee morale has improved,” says Mark.

“Working in IT–and especially in customer support–can be a pretty thankless task, as no one ever calls you to praise you for a good job. But seeing these comments come in gives us a little pat on the back. It helps us show that we are doing good work.”

To learn more about m3 Networks’ journey to exceptional customer service, you can listen to our podcast with Mark here.

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