According to the 2017 Global Contact Center Survey from Deloitte, “customer feedback is ‘core to our DNA’ or ‘a core input to business decisions'” for more than 80% of companies surveyed. This helps explain why customer satisfaction (CSAT score) remains one of the main KPIs by which we evaluate call centers. It is a metric for tracking the quality of the customer support experience, really.
So, when one of your support agents snags herself a string of high CSAT scores, it’s time to give kudos where kudos are due. Because strong CSAT scores mean your customers are walking away from support interactions saying heck yes. And if your scores are lagging?
Here’s a few tips for improvement.
1. Don’t make customers repeat themselves
Whether it’s fair or not, customers expect support agents to know everything about them. Everything. According to 2017 State of Global Customer Service Report from Microsoft, a “whopping 72% of respondents expect agents to already know who they are, what they’ve purchased and have insight into their previous engagements.” They want agents to know what articles they’ve looked at, what solutions they’ve tried, and whom they’ve already spoken with.
2. Pay attention to written feedback
Are you giving customers the option to type in feedback (in addition to leaving their satisfaction rating)? A good practices is to collate those responses and look for trends. Are certain issues, agents—even certain pieces of support content—consistently contributing to poor CSAT scores? It might be worthwhile to follow the data and take a closer look.
3. Learn more about your customer
Ring ring. Your customers are calling with questions, complaints, and feedback. Where are they really at in the customer journey, though? Have they just purchased your product? Are they trying to renew, upgrade, or—gulp—cancel? Connect the dots. Though this one is more difficult to quantify, companies who prioritize direct customer engagement are companies that intend to still be around in five to seven years.
Customer satisfaction is part of a larger picture
Of course, there are many things that factor—directly and indirectly—into your CSAT scores. And there is more to your customer experience than this one KPI. We’ve written at length about customer effort score (CES) before. The team at G2 Crowd has nice overview of Net Promoter Score® (NPS), another KPI that shouldn’t be overlooked.
Still, some sustained attention to the three areas of focus above should help you boost lackluster customer satisfaction scores and improve the customer experience overall.