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Why is Measuring Your Customer Satisfaction Score Vital?

CSat is a vital metric in customer services. Do you have the tools in place to measure it?

November 17th, 2016


Elena Lockett

In a competitive business world, it’s hard to stand out from the crowd; you need that edge to drive your business straight to the top. Our tip? Understand your customers. Being able to measure your customers' happiness is key to improving your customer service and you should be doing this by assessing your quantitative data regularly – customer satisfaction scores (CSat).  Actions speak louder than words, so once you've asked your customer the relevant questions, it's then your data to act on.  

What exactly does CSAT measure?  

CSat is shown as a percentage between 0 and 100, with 100% representing complete customer satisfaction. This is a vital metric for businesses to measure short-term customer satisfaction.

So, how do you capture this data? Surveys. Provide your customers with a short survey with a rating out of 5 or 10 at the end of their experience. For example, you could ask customers to fill in a short questionnaire after a webchat conversation has ended.

The raw quantitative data from the surveys will give you an insight into whether you’re reaching your target goals or not. The higher the score, the higher the customer satisfaction. Reaching a high score is more demanding than ever, with customer satisfaction increasing by 1.2 points since last year. Individual industries have their own overall CSat scores with retail (non-food) with the highest at 82.1%. Do you know where you're ranking?

CSat is shown as a percentage... with 100% representing complete customer satisfaction. This is vital for measuring short-term customer satisfaction.

Why is a good CSat score important?

A personal touch and the ability to provide excellent customer service puts you miles ahead of your competitors, and the best way to measure that success is through CSat scores.

If higher expectations aren't met, it could mean higher costs. You want people spreading the news that they received amazing customer service. But, the truth is, the news of bad customer service reaches twice as many ears as good, resulting in the loss of future customers. If you get customer service right though, 7 out of 10 people surveyed said they would be willing to spend more. 

The business league table gives an overview of the leading companies reaping the benefits from excellent customer service. Currently, Amazon is the most successful at providing high quality customer service, with an 86.6% CSat score. Not only is CSat great for determining areas that need improving within the business and its products, but it also measures the quality of service your individual operators are providing. Competent service operators make a happy experience, 78% of customers said.

Customer service operators are your front line and they need to be knowledgeable about your business and ready for any type of customer - whether it's Mr Angry, Miss Confused or Mrs Indecisive. If certain operators are consistently receiving low CSat scores, then it’s a perfect opportunity to address areas for improvement. But, if they’re achieving high CSat scores, this can be rewarding for operators and work as a positive motivator for future interactions.


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