The power of CSAT: How customer feedback boosts business reputation

by SmileBack
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3 min read
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Since using SmileBack, IT firm Switch MSP, based in a small town in New Zealand, have seen a 40% increase in their customer response rate. Using their improved customer satisfaction scores, they’ve been able to grow their reputation and attract more business from Auckland, where over a third of the country’s 4.9 million people live.

Their Managing Director, Tony Shi, says SmileBack was the boost their company needed. 

“Even though [we’re based in] a small town, we have always had ambitions of targeting businesses in Auckland,” he says. “But before, we never had something to prove ourselves. Now with SmileBack, we do.”

Increased customer feedback with SmileBack

In business, reputation is everything, but in a small country like New Zealand, positive customer feedback can be the difference between failure and success.

“The main benefit we saw with SmileBack was how, right away, our response rates for feedback increased massively,” says Tony.

“Previously, we saw a 0% response rate. Now, we send out the smiley face survey and in just one click, we have feedback we’ve been missing. Around 40% of our feedback requests are now fulfilled.”

By displaying their increased performance and positive CSAT scores on their website, and producing reports to take to prospective clients, Switch MSP were able to show, in definitive terms, that their company is better than the rest.

“It was a case of being able to put our money where our mouth is, and say ‘look, this is how good we are doing,” says Tony.

“It has helped us show we are committed to feedback and getting better, and that we can be relied on.”

Discovering the importance of CSAT

Tony’s discovery regarding the importance of feedback software came at a ConnectWise event.

“I would often go to the ConnectWise events, but they were always in the US,” he says. “Then in 2018, ConnectWise held an event in New Zealand. There was a panel discussion about the importance of customer feedback, and someone mentioned SmileBack as a solution.”

Tony actually thought he’d seen SmileBack before, and already loved the concept of the three faces.

“It turns out that was a completely different survey!” He laughs.

“But I liked how simple it was. It was just one-click. So I took a demo, as we had a zero percent response rate previously for reviews, and we signed up.”

Using customer feedback to set targets and boost employee morale

Switch MSP’s success with SmileBack isn’t limited to customer or sales targets. Instead, SmileBack’s feedback software has become a crucial company-wide performance measurement.

“We have our weekly meetings where we run through the feedback we’ve received, our [Net CSAT] score, and any issues that come from it,” says Tony.

“The main issue [we discovered] is response time, or that a particular service ticket wasn’t closed quickly enough. So now, we encourage each member of staff in their teams to solve the ticket as quickly and as well as they can.

“If they do this well, the whole team is rewarded at the end of the month. It’s helped our efficiency, and people now check on each other to see if their colleagues are solving the tickets well.”

Using customer satisfaction to ensure success

With IT competitors challenging on price and service elsewhere, for Tony, the most important thing for Switch MSP to offer is excellent customer service. By showing the strength of their customer satisfaction score, they can prove they’re still worth staying with.

“There are [IT support] tasks that are being automated or taken away from engineers and agents, so we need to show we have something more we can offer,” he says.

“And SmileBack can help there, as it shows we are committed to customer service. It helps us prove we are as good as we say we are right away.”

But like any good Managing Director, simply hitting their target of a Net CSAT Score of 90 every month, isn’t good enough for him.

“I want us to be better,” he says. “And SmileBack helps us to do that.”

To learn more about Switch MSP’s journey to exceptional customer service, you can listen to our podcast with Tony here.

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