Contact centers often use CSAT (meaning Customer Satisfaction Score) and NPS (Net Promoter Score) to evaluate customer service performance. At Star Telecom, we help businesses migrate contact centers to the cloud or optimize their contact center technology environments, improving customer interactions and operational efficiency. In this guide, we will help you find out what CSAT is, how it compares to NPS and the top techniques for measuring and improving it.
What is CSAT and Why Does It Matter?
CSAT measures how satisfied customers are with a specific interaction, such as a support call. Typically expressed as a percentage, higher CSAT scores indicate greater satisfaction. Measuring CSAT in call centers is essential, as it provides immediate feedback on service quality, allowing you to identify areas for improvement. Additionally, using customer engagement with generative AI can further optimize these interactions, providing personalized responses and improving customer satisfaction through tailored support solutions.
At Star Telecom, we use this data to guarantee our clients’ needs are met and to improve their overall customer experience.
Key CSAT Measurement Techniques
There are several methods to measure CSAT in contact centers, depending on customer preferences and the type of data desired.
Post-Call Surveys
Post-call surveys are one of the most common ways to gather customer feedback. These CSAT surveys can be conducted either manually by an agent or automatically by the system after a call ends.
- Manual surveys: Agents ask customers questions after resolving their issues.
- Automated surveys: The customer is asked to answer a few questions through an automated phone system or online form once the call ends.
The benefit of post-call surveys is that they provide instant feedback. Customers are able to share their thoughts immediately after the interaction, which helps capture accurate responses.
Email Surveys
Email surveys involve sending a follow-up survey to the customer’s inbox after an interaction. This method is less immediate than post-call surveys, but it allows customers to respond at their convenience.
Pros: Customers can complete the survey when it’s convenient for them, and businesses can ask more detailed questions.
Cons: Response rates for email surveys are often lower because customers may ignore or forget the email.
To make email surveys effective, contact centers should send them shortly after the interaction. Including a clear subject line and short, straightforward questions can also increase response rates.
SMS Surveys
SMS-based surveys are gaining popularity because they are quick and easy to complete. Customers are sent a survey link via text message, which they can access on their mobile devices:
- Key metrics: SMS surveys tend to have higher response rates than email because most people read their text messages. However, the questions need to be kept brief due to character limits.
- Best practices: Contact centers should send the customer satisfaction survey soon after the interaction and make sure the CSAT questions are simple and easy to answer on a mobile device.
IVR Surveys
Interactive Voice Response (IVR) systems allow customers to provide post-call feedback by responding to automated voice prompts. IVR surveys can be integrated with phone systems so that customers are automatically asked to complete a survey after their call.
IVR surveys are useful for customers who may not have access to the Internet or who prefer to complete the survey immediately after the call. They work well for capturing quick feedback without requiring customers to go online.
Social Media and Online Reviews
Tracking customer sentiment on social media platforms and online reviews offers indirect CSAT data. Although not as structured as surveys, monitoring social media can give insight into customer feelings and overall satisfaction.
In-App or Live Chat Surveys
For contact centers that offer live chat or in-app support, real-time customer satisfaction feedback can be collected directly within the chat window. These CSAT surveys can appear during or immediately after the interaction.
In-app or live chat surveys work best in mobile apps and web-based customer service channels. They provide instant feedback and are often more convenient for customers who prefer to type responses rather than speak over the phone.
How to Analyze and Act on CSAT Data
After collecting CSAT data, contact centers need to analyze the results and take action. But what is considered a good CSAT score? Typically, a CSAT score of 75% to 85% is seen as positive. Scores below 75% indicate room for improvement, while scores above 85% show strong customer satisfaction.
Many tools are available to help businesses analyze their CSAT data. For example, cloud contact center platforms can track CSAT results in real-time, allowing management to identify trends and take action quickly. Some platforms even allow managers to filter data by agent, department, or type of interaction to pinpoint specific issues.
CSAT vs NPS
While CSAT measures satisfaction with a specific interaction, NPS measures a customer’s overall loyalty to a brand. NPS is based on a single question: “How likely are you to recommend our company to a friend or colleague?” The customer rates this on a scale from 0 to 10, and the company then calculates a score based on the percentage of promoters (those who score 9 or 10) and detractors (those who score 6 or below).
In a contact center, CSAT is often used for immediate feedback on specific interactions, while NPS offers a broader view of long-term customer loyalty. Both customer feedback metrics are important, but they serve different purposes.
Best Practices for Improving CSAT in Contact Centers
Improving customer service in contact centers involves focusing on a few key practices:
- Regular agent training: Ongoing training helps agents stay skilled and knowledgeable.
- Personalized interactions: Correctly navigating irate customers and tailoring support to individual customers can improve satisfaction.
- Monitoring contact center performance: Use CSAT scores to track agent performance and identify areas where additional coaching may be needed.
- Customer-centric policies: Implement policies that prioritize the customer’s needs and aim to resolve their issues quickly and effectively.
CSAT is an important tool for measuring customer satisfaction in contact centers. Businesses can improve service quality and increase customer loyalty by using the right measurement techniques and regularly analyzing feedback. At Star Telecom, we work with businesses to optimize their contact centers, providing better customer and employee experiences that lead to improved outcomes.