How To Improve Customer Satisfaction Of A Call Center

The customer satisfaction of a call center (CSAT) is, along with other measures related to the client, such as the Net Promoter Score (NPS) and the customer effort score (CES), one of the most recognized KPIs and most frequently used in customer service centers.

But, what is it; why is it so important and how can CSAT improve in a contact center? CSAT is a measure that is based on customer feedback. Basically, it means that call centers measure the percentage of customers who are satisfied (or very satisfied) with their services. The higher the percentage of positive comments from customers, the better the CSAT score.

How To Improve Customer Satisfaction Of A Call Center?

In most cases and for most contact centers, there is no single answer for this. However, there are several aspects to consider when looking improving the CSAT score:

1) Enhance The Channels That Customers Want

Call centers should make sure to provide the service in the channel or, more likely, the channels that customers prefer to communicate with the organization. Therefore, if you have a large percentage of customers who send emails, you should continue to use this channel.

On the other hand, if clients belong to the millennial generation or are younger, it is very likely that they spend a lot of time on social media platforms. Consequently, they are more familiar and more comfortable with self-service and bot interactions.

2) Resolve The Contacts Of The Customers In The First Attempt

The first contact resolution, although not a new measure, remains very valid. Clients want their problems solved immediately. The delay is frowned upon and in many cases will hurt the ratings. To avoid situations like these, call centers must provide their agents with the tools, information and power to do whatever is necessary to solve the customer’s problem on the first attempt. If that involves changing or adding channels in a customer session, agents should be able to do so. This range of possibilities to resolve customer contacts in the first attempt will be reflected in CSAT scores.

3) Manage Customer Contacts In An Agile Manner

Contact centers cannot make the mistake of believing that older KPIs are no longer relevant. Some are still in force, maybe more than ever. The time a client is willing to wait to speak or receive a response from an agent is still minimal. Customers expect a fast service, regardless of the channel; therefore, long waiting times will reduce CSAT scores. Interestingly, the average time spent managing a query actually has a tendency to grow, probably because in many environments, routine interactions are now automatic and fast, and agents handle interactions of greater value and complexity.

4) Offer Self-service And Automation

In fact, younger generations do not care at all about self-service or interaction with an automated system. Mobile applications and robots have better results than a dial tone IVR, and a website, a knowledge base or a good online community are also very well received, as long as customers still have the option of speaking with an agent at any time, and be able to get that help quickly, in case they need to do so.

5) ASAT Is Directly Related To CSAT

Finally, the satisfaction of the agent (ASAT, in its acronym in English) is as important as customer satisfaction. Literally, agents are the face or voice of the company. When the agents are satisfied, it is reflected in the way they provide the service. Therefore, it is necessary to provide sufficient training and a lot of timely and correct feedback, adding flexibility in programming and considering teleworking as an option to attract and retain talent. In addition, it is also important to allow agents to self-manage more and measure agents based on the correct KPIs.