The power of CSAT: The value of high customer response rates

by SmileBack
2 min read

Craft beer and software may not sound like the most natural pairing, but that hasn’t stopped Orchestra from using software to innovate across the craft beverage market. As well as knowing the difference between a lager and an IPA, Orchestra also understand how crucial customer response and feedback is to the success of their business.

Their Vice President of Delivery, Sarah Bergeron, says SmileBack has been invaluable in helping them to put their customers first.

“Authenticity is one of our core values here at Orchestra,” she says.

“For our customers to be able to have a platform to give us that authentic feedback has been hugely valuable. With SmileBack, we are able to get feedback right away, and that is not the visibility we had before.”

How SmileBack has improved customer response rates

With 48 energized employees passionately upholding values of honesty, integrity, and customer-centricity, Orchestra have been doing well since the beginning. But although they were collecting customer feedback before SmileBack, their response rate to review requests was around 10 percent, with only 2 percent of those responses containing comments.

“Since working with SmileBack, our response rate is around 40 percent, with around 20 to 30 comments per month with those reviews,” says Sarah.

“[SmileBack] helps us to know where we stand.”

Customer feedback increases employee morale

And the benefits have gone beyond overall customer satisfaction to making Orchestra’s employees happier too.

“We like to know what we’re doing well, what we’re doing badly, and what we can improve on,” says Ryan Chang, an Orchestra Support Specialist.

“SmileBack is integrated well with Zendesk, so it is as simple as one click at the end of the ticket to get that feedback.”

And the simplicity and transparency is something the whole team values.

Customer feedback adds value for clients

Thanks to SmileBack’s easy client reporting, and a simple to use dashboard, Orchestra also present their customer satisfaction scores to their clients at regular intervals.

“We appreciate that Orchestra want to get this feedback, because they are trying to improve who they are,” says John Harris, Brewmaster at Ecliptic Brewing.

“So it’s really important to click that box and send the feedback.”

It’s this close customer-business relationship that Orchestra are thankful for. Customer satisfaction is now a team KPI at the company, with customer satisfaction reports sent to every team member each quarter.

“Overall, [since implementing SmileBack] we’re feeling good about ourselves and know where we stand with our customers,” says Sarah.

“It’s that simple.”

Watch more from our interview with Orchestra here.

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