Every entrepreneur wants their business to grow and generate more income. This becomes possible only if customers like your products and services, as well as the level of service. CSAT Metrics is one of the key indicators on which the reputation of your organization and customer attitudes towards your company are formed. In this article, we are going to discuss how you can measure customer experience and what points you should pay the most attention to.
Definition of CSAT Score
The success of an organization is determined by the degree of satisfaction of its client audience. Simply “satisfied” is considered an abstract assessment. Therefore, to accurately determine satisfaction, CSAT is used – the satisfaction index.
Thanks to this indicator, it is possible to find out exactly how satisfied the consumer is with the interaction with the organization. A survey is offered in which users are offered several answer options. Here are some examples:
- completely satisfied;
- more satisfied;
- not completely satisfied;
- completely dissatisfied.
This assessment is taken at the end of cooperation with the organization. It could be purchasing goods or receiving advice. It shows the degree of customer satisfaction in one specific interaction.
There are other evaluation indicators: Net Promoter Score (NPS) to measure loyalty rate, Customer Effort Score (CES) to measure customer efforts, and many others. However, it is CSAT that has the necessary flexibility and adaptability. Such assessments can be tailored to the specific requirements of the organization. Moreover, such an assessment is collected quite quickly.
CSAT Assignment
Due to the heavy workload, the organization’s management does not have the opportunity to see the situation of interaction between employees and consumers. However, managers need to know customers’ assessments of service. Therefore, the most efficient and convenient way is to collect ratings from the client audience.
Thanks to the survey, you can find out how much the company does not satisfy user requests, or make sure of excellent service. CSAT scoring provides the ability to translate customer experience metrics into numerical values. Thus, there will be a clear understanding of the quality of customer service in the process of their interaction with employees of the organization.
Assessment technology offered to consumers
To determine the index, you should collect information on all registered and processed requests. Such data is collected over a certain period (month, quarter, half year). There are several similar techniques, the essence of which boils down to asking consumers questions.
Survey with ready-made answers
In such a survey, the consumer is offered pre-prepared answers. All he has to do is select the proposed statements. For example, the question is formulated as follows: “How satisfied were you with the service?” and offer ready-made statements:
- satisfied, the issue has been resolved;
- not completely satisfied, there are still unresolved issues;
- not satisfied, the issue remains unresolved.
It is advisable to keep these statements clear and concise. It will help consumers quickly select an answer.
Scoring survey
If you want to measure CX, you can use customer satisfaction survey to ask your customers to evaluate the company’s performance through a rating. As a rule, this is a five or ten-point rating scale. After reading the question “How satisfied were you with the service?” the consumer is allowed to choose a rating from the proposed range.
A ten-point scale will give less accurate results. This is because the user will find it difficult to select related options. For example, between ratings 6 and 7. Therefore, the most effective range will be 1-3 or 1-5. Sometimes a scale of 1-4 is used to exclude neutral assessment.
Survey with short ready-made answers
This option is an alternative to digital assessment. And instead of the selected points, a short answer is offered: excellent, good, bad. Specific emoticons can also be used to convey the meaning of the assessment. The fewer answer options, the faster and easier it is for the user to make a choice.
If the company’s management wants to familiarize itself in detail with a specific assessment, then a comment box can be provided. This way, clients can formulate why exactly such a rating was given.
Principle of CSAT determination
To calculate the CSAT index, you need to send a request to the client immediately after the interaction asking them to rate the level of service. A data slice is taken over a certain period of time. If the score is above average, it can be considered user satisfaction. For example, on a scale of 1-5, ratings of 4 and 5 indicate that the customer is satisfied.
The calculation looks like this: The number of consumers who gave high ratings is counted and divided by the total number of clients who applied. Since CX metrics are indicated in percent, the result is multiplied by 100%.
Let’s give an example. The number of users who rated the service is 155 people, and the number of people served per month is 250 people. 155/250 x 100%=62% satisfied users. Typically, 75% or more is considered an acceptable result.
When is it recommended to conduct a service assessment?
The CSAT index is determined for the current situation, or after changes have occurred. Therefore, it is necessary to carry out assessments after changes are introduced in the company. Here are specific examples:
- the form of service provision has changed;
- services have been added or the range of products has significantly increased;
- training of full-time employees was carried out, or new personnel was hired;
- the website or mobile application has been updated.
All these reasons can affect the customer satisfaction index. Therefore, after innovations, management needs to provide for assessment. Also, the determination of CSAT can be performed at any specific stage if management has doubts about the quality of service. The main thing is not to provide a survey after each action performed. It can get boring and the flow of useful, necessary information for the organization will sharply decrease.
How is a consumer survey carried out?
There are several ways to survey users. And here they are:
- via the Internet: by email, Telegram, on the organization’s website;
- contact the operator by calling;
- contact the client personally if he visits the company’s office.
It is recommended to use the method by which communication with the consumer is carried out. If he sends applications by email to the company, then it is better to send him the questionnaire by email.
Methods for increasing customer satisfaction index
There are several methods to improve customer satisfaction. Let’s look at each of them.
Improve the quality of service
First of all, pay attention to the time interval between the submitted application from the consumer and the response from the company employee. Also, train your first-line staff to be able to handle simple tasks. This will allow you not to waste time redirecting the client to a more specialized specialist. It is equally important to pay attention to the communication style of employees in your organization. Patience and friendliness will only add points during the assessment.
Reduce consumer effort
It is important to track application deadlines. The employee should process the request before the user has to be reminded about it. Provide automated searches for customer data in your software. It will prevent the client from duplicating their data again. It is important to minimize the client’s efforts to achieve the result he needs.
Strive to exceed customer expectations
When interacting with clients, use communication channels that are convenient for them. Try to find an individual approach for everyone. It will avoid many conflict situations. Try to deliver a little more than what you promised, but never promise something you can’t deliver. If the operator makes a mistake, then it is necessary to apologize and resolve the situation as quickly as possible.
If the company takes these recommendations into account, a positive result will not be long in coming. The CSAT index is sure to increase.
Conclusion
Determining the customer satisfaction index is an important criterion for the company. By defining it, you can significantly improve service, attract more consumers, and therefore increase company profits. It is important to systematically engage in evaluation to understand whether the service has improved or whether measures need to be taken due to a decrease in the satisfaction index. Try to automate assessment processes and results collection as much as possible. Evaluating customer satisfaction through CSAT metrics is a valuable practice for any organization, aiding in continuous improvement, and can be further enhanced through Zendesk consulting as a part of comprehensive service enhancement strategies.
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