Customer satisfaction (CSAT) has long been a measurement used to help companies understand how well their agents and the customer service organisation as a whole have been performing. Most likely you’re quite familiar with this metric, and you probably also know that CSAT surveys keep it simple by asking customers a single question: how would you rate the customer service you received?
When a customer service organisation sets up automated CSAT surveys, it’s usually via a ticketing system—for example, a company’s surveys can be triggered by a change in ticket status (to “resolved”) and then sent during a predetermined time frame (say, 24 hours after the ticket was closed). However, your team isn’t necessarily bound to any default settings—in fact, you might find that customising your CSAT surveys can reap greater rewards over time.
Through experimentation and analytics, you might determine that your users will be more likely to respond if the survey comes shortly after an interaction has finished. Are most of your tickets resolved within just a few minutes? Perhaps you want to send it right away, while the interaction is fresh in your customer’s mind. Or are tickets re-opened often, sometimes within hours? In that case—especially if a ticket is mistakenly closed—you might want to wait longer so your results aren’t skewed by an irritated customer. (Of course, if resolved tickets get reopened on a regular basis, you have already identified one roadblock to customer satisfaction.)
Of course, you might not want every customer to receive a CSAT survey when a ticket is resolved. Partners might not have the desire or the means to respond, and chances are you’re using more in-depth measurements (and a dedicated employee or team of employees) to track those valuable relationships. You should also consider whether you want surveys to go out only to specific user groups, such as users of a particular product.
Your ticketing system might send two separate emails—one notifying the customer that the ticket has been closed, and then another with a CSAT survey. But combining the two into a single email might improve response rates and avoid upsetting customers who want to keep their email inboxes uncluttered. However, although combining these messages might make sense for your organisation, exercise caution—as previously mentioned, if your team struggles with tickets consistently being reopened, then a single email could spell disaster for your CSAT score.
The CSAT survey’s simplicity lends itself well to analysing trends in customer satisfaction, and companies that focus on improving their scores give themselves a competitive boost in the marketplace. By customising how and when these surveys reach customers, you can learn more about what’s working in your customer service organisation—and what’s not.