{"id":49085,"date":"2024-04-02T11:51:29","date_gmt":"2024-04-02T09:51:29","guid":{"rendered":"https:\/\/enreach.es\/?p=49085"},"modified":"2024-04-02T12:42:20","modified_gmt":"2024-04-02T10:42:20","slug":"how-to-conduct-csat-surveys-in-customer-service","status":"publish","type":"post","link":"https:\/\/enreach.es\/en\/blog\/how-to-conduct-csat-surveys-in-customer-service\/","title":{"rendered":"How to conduct CSAT surveys in customer service"},"content":{"rendered":"
Level:<\/strong> Intermediate<\/h5>\n

The forthcoming Customer Service Act will require companies providing customer service to implement a rating system to measure customer satisfaction.<\/strong><\/p>\n

CSAT surveys are ideal for this purpose.<\/strong> In addition to telling us what percentage of customers are satisfied, they can be conducted through any channel in a contact centre: phone, chat, WhatsApp, email, SMS<\/a>, etc.<\/p>\n

In this post, we’ll look at what they are, how to calculate the result and how to use them in a contact centre. Let’s dive in!<\/p>\n

1. WHAT IS CSAT?<\/strong><\/h2>\n

CSAT stands for Customer Satisfaction Score and it’s used to measure customer satisfaction.<\/strong><\/p>\n

This metric is used to understand how satisfied our customers are with a product, service or contact point<\/strong>, such as customer service.<\/p>\n

CSAT scores are derived from short surveys that ask very specific questions<\/strong>, such as “How satisfied are you with the response to your inquiry? Customers provide a rating, which we then quantify.<\/p>\n

The result of a CSAT survey, usually expressed as a percentage, shows the number of customers who are satisfied with a very specific process\/action or product\/service.<\/strong><\/p>\n

So there’s no better metric for identifying friction points<\/strong> in the customer experience and working on continuous improvement.<\/p>\n

2. CSAT VS. NPS<\/strong><\/h2>\n

Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS) are both metrics derived from feedback surveys<\/strong> conducted with our customers, but each serves a different purpose.<\/p>\n

While CSAT measures satisfaction<\/strong> with a very specific aspect, NPS measures the willingness<\/strong> of customers to recommend our brand to others.<\/p>\n

On the face of it, both measure customer satisfaction, because nobody recommends a brand they’re not happy with. However, the data we get from an NPS survey gives us information at a general level <\/strong>and doesn’t allow us to measure individual customer service experiences, as CSAT surveys do.
\n<\/strong><\/p>\n

3. WHEN IS CSAT USED?<\/strong><\/h2>\n

All companies that want to measure their customers’ experience should conduct CSAT surveys:<\/strong> there’s nothing better than listening to our customers to make improvements in any area of the business.<\/p>\n

In fact, leading companies using agile methodologies are already integrating customer feedback into their workflows<\/strong> to build their product\/service roadmaps. This allows them to develop specific features for customers and have a much more competitive end product.<\/strong><\/p>\n

Listening to our customers not only has a positive impact on customer satisfaction metrics<\/strong>, but also impacts the business with customer retention and sales strategies for loyalty.<\/strong><\/p>\n

Have you noticed that more and more companies are integrating the role of the CX manager? Welcome to the 21st century! Today, customer experience is critical; it’s a competitive advantage,<\/strong> and consumers value it even more than price and product\/service quality.<\/p>\n

4. HOW ARE CSAT SURVEYS CONDUCTED?<\/strong><\/h2>\n

CSAT surveys usually consist of a single question<\/strong>, as their purpose is to assess satisfaction with a very specific aspect. If there is a second question, it’s usually to provide optional clarifying comments.<\/strong><\/p>\n

Applied to customer service, the question would be designed to assess, for example, the service received from an agent<\/strong>, the experience of contracting a service<\/strong>, or the time taken to resolve an incident.<\/strong><\/p>\n

As well as knowing what we’re going to ask, we also need to design the response format we’ll use. There are two methods: numerical or graphical ratings<\/strong> and the Likert scale<\/a>.<\/strong><\/p>\n

4.1 NUMERICAL OR GRAPHICAL SCORES<\/strong><\/h3>\n

There’s no hard and fast rule about the length of the rating scale, but it’s most common to give three, five or seven options<\/strong>, although sometimes it goes up to ten. Why? Because odd numbers help us draw a line between negative and positive ratings.<\/strong><\/p>\n

Remember that the results of CSAT surveys are usually calculated using only positive ratings.<\/strong><\/p>\n

EXAMPLE OF THREE GRAPHICAL OPTIONS<\/strong><\/h4>\n

\"\"<\/p>\n

If we give three alternatives, the second option divides the negative (“terrible”) and positive (“excellent”) ratings.<\/p>\n

This format is useful for a website or app<\/strong>, for example. When the customer accesses their account to view the ticket resolution, they can click or tap on one of the three options.<\/p>\n

EXAMPLE OF FIVE GRAPHICAL OPTIONS<\/strong><\/h4>\n\"\"\n

In the group of five, the dividing line is drawn at three, so that the fourth and fifth stars are considered positive ratings.<\/p>\n

This format can be very interesting when asking for ratings via WhatsApp<\/strong>; the customer can send us the stars using emoticons.<\/p>\n

EXAMPLE OF SEVEN NUMERICAL OPTIONS<\/strong><\/h4>\n\"\"\n

Numerical ratings, although odd, also allow us to quickly see that five, six and seven are positive ratings.<\/p>\n

This format is ideal for phone channels<\/strong> as it allows the customer to say or dial a number.<\/p>\n

4.2 LIKERT SCALE<\/strong><\/h3>\n

This method has five options:<\/p>\n