“Customer Satisfaction” is a term that gets thrown around so often, we’ve almost become desensitized to it.
Little do so many of us realize, customer satisfaction (or CSAT) is the single most important aspect of your entire customer experience; this is the keystone that keeps your customers coming back time and again.
While some may feel that achieving the golden standard is impossible, it’s not as obscure as it seems.
Keep reading for tips on how to improve your Customer Satisfaction score in three easy steps.
How to Improve Customer Satisfaction in 3 Steps
Show you care: Avoid perceived indifference
If you haven’t heard of this yet, you’re not the only one.
In fact, a lot of businesses do this without even realizing it.
Here’s a real-world example of perceived indifference in action: Your customer bought a high-end pair of running shoes from you for his wife. He paid for two-day shipping but because of COVID-19, the shoes were delayed in transit and were not due to arrive until well after her birthday. He’s upset but understands and is trying to get a hold of your customer service team for a refund on the extra shipping costs.
He tries calling them, only to be met with long hold times and unanswered calls; tries emailing but doesn’t get a response for a week and when he does get a response, it’s generic and provides only a link to a cluttered FAQ page.
He’s quite angry now, and hops on social media to vent his frustrations in the comment section of a post about a new shoe release: “I have been waiting for my shoes for three weeks now, your customer service is the worst I’ve ever experienced. You guys clearly don’t care! I’m going to buy from COMPETITOR from now on!”
Perceived indifference is more than just bad customer service; it’s you telling your customer that you don’t care about them.
Instead of rerouting your customers to a general FAQ page, or expecting them to wait in extra-long hold lines, you can improve customer satisfaction by taking action and personalizing interactions at every point in the customer journey, not just while they’re on the checkout page.
Looking for more insight on how to measure and improve your customer satisfaction metrics? Download our guide, An Introduction to Customer Satisfaction Metrics, for actionable ways to optimize the metrics that matter.
Don’t forget: It’s about the first time, every time
Take a moment and imagine that you are the angry husband from the example above.
Picture waiting in that long hold line and when an agent finally answers, they don’t know how to help you and send you down another avenue that ends in more twists and turns.
Not only will you leave the interaction angry and frustrated that you are now forced to find your own resolution, but the agent is left feeling discouraged because there was nothing they could do to help.
We know it’s hard to keep track of every single customer interaction and flag the cases that weren’t resolved on time, but there are ways around this obstacle.
A combination of real-time feedback and agent micro-coaching based on the interaction will give you the insight that you need to make sure that every customer interaction is a positive experience for both the consumer and the agent. If a certain customer is too far gone for this action to be beneficial, don’t sweat just yet; service recovery is possible.
Service Recovery: the cure you didn’t know you needed
Let’s say your customer has already flown the coop and is past the crucial fork in the road where your relationship is still salvageable: what now?
How are you supposed to win back their business and wiggle back into the place of their preferred running shoe brand? What about other customers who had similar negative experiences?
First, you need a way to spotlight exactly where in the customer journey the experience went wrong. From there, you can come up with a service recovery plan that is personalized according to the situation at hand.
For example, our running husband’s experience went sour when the agent he spoke with couldn’t help him and sent him to a general FAQ page. If you could pinpoint that exact moment, then you would realize that perhaps this particular agent needed more training on how to handle the new shipping procedures during the lockdown period. You would also know that the contingency plan you need to win back his approval would be to refund the extra amount he paid for shipping, send him a personalized apology, and offer a discount on his next order.
Improve Your Customer Satisfaction Score in 1, 2, 3
Improving customer satisfaction might feel like rocket science sometimes, but it doesn’t have to.
The trick is to continuously put yourself in your customer’s shoes (no pun intended) and have empathy if they’re upset; make sure that their issues are resolved at first contact, and if they’re too far gone, have a strategy in place to bring them back.
If you need help improving your CSAT score, Stella Connect offers all of the tools you need to improve your customer experience at every interaction. Get the complete Introduction to Customer Satisfaction Metrics guide to set your team up for success.