Whether you’re new to the world of customer service or a seasoned professional, you’ve probably had dozens of conversations about understanding, and improving, your team’s CSAT score.
CSAT is particularly important for data-driven CS organizations, where there’s a heavy focus on proving the ROI of your team’s work and showing the impact each agent can have on the business’ bottom line.
But what is a CSAT score, and what implications does it have on your individual agents, your CX organization, and your business as a whole?
We’re breaking down each component of a CSAT score to give you an in-depth understanding of what goes into a CSAT score, how to calculate your team’s own score, and what to actually do with the data once you have it.
Defining Customer Satisfaction
Customer satisfaction refers to the level of satisfaction your customer base has towards your brand, products or services, and support.
In short, customer satisfaction is exactly what it sounds like – how happy your customers are.
But there’s more to it than meets the eye.
There are a multitude of factors that can go into customer satisfaction, including things that are in your team’s control – like how helpful your customer support team is when answering their inquiries, and how easy you make it for them to get their questions answered and issues resolved – as well as things that are out of your control, like shipping delays.
Even if the issue is not directly tied to one of your agents, they can bear the brunt of a dissatisfied customer when they pick up the phone, send an email, or chat to your support line.
What’s important is that you give your agents all of the tools and resources they could need to handle customer concerns in a quick, helpful, and empathetic manner.
Doing so not only makes your agents better at their jobs, but it leads to happier customers, and ultimately, an increase in your CSAT score.
How to Calculate Your CSAT Score
When you’re looking to measure your CSAT score, there’s a relatively simple equation to follow.
Most often, measuring CSAT comes in the form of a simple, post-interaction questionnaire, asking your customer to rate your service on a scale of 1-5, 1-7, or 1-10.
Once you’ve collected your customers’ responses, you can calculate your CSAT score.
Let’s say you surveyed 20 customers, all of whom gave you a rating. You received 2 ratings of 2 stars, 4 ratings of 3 stars, 4 ratings of 5 stars, 7 ratings of 8 stars, and 3 ratings of 10 stars.
What do you do with all those data points?
Simply combine all of the ratings received, and take the average. In this case, your total score was 112. That means your average, or your overall CSAT score, is 5.6.
While a 5.6 isn’t a bad CSAT score, it means that you have a lot of opportunity to help increase customer satisfaction and grow that number even higher.
What to Do With Your CSAT Score
So, you’ve surveyed your customers and collected a bunch of data about their satisfaction with your brand, your products, and/or your individual CS agents.
Your CSAT score can be a critical component of making informed decisions about your product or service offering, as well as a guiding beacon for your front-line team.
Looking for more insight on how to measure and improve your CSAT score? Download our guide, An Introduction to Customer Satisfaction Metrics, for actionable ways to optimize the metrics that matter.
If customers are consistently dissatisfied with your service because of a bug in your software, of an error on your website, or item inventory errors, these issues have a bigger impact outside of your service organization.
When customers are unhappy or continuing to run into big issues, they may take to social media or online reviews to air their grievances.
That’s why it’s critical to ensure that your agents 1) are given all the information they could need about your business, product, or services during their onboarding, 2) have easy ways to relay customer concerns and issues to departments outside of your own when the need arises, and 3) have opportunities for ongoing training and development to fine tune their skills, help them become experts in their roles, and enable them to better serve your customers.
Using CSAT scores is an integral part of that.
Think about it like this: if an agent consistently gets low scores, what do you do as their team manager or organization leader?
To set your agents up for success and help them improve their performance, their CSAT scores, and help them better delight your customers, try to uncover why low ratings were received and build a performance improvement plan or training session around those reasons.
Maybe your agent got flagged by multiple customers for seeming unprofessional, or for not being friendly in their communication.
When you know what’s causing your agent to receive a low score, you can put an action plan in place for how to help them. After all, these are skills you can coach and help your agent hone.
Implement 1-1 sessions where you can dive deeper with your agent, QA their customer interactions to point out specific moments of opportunity to improve those skills, and keep an eye on their CSAT score and feedback received to watch for improvement.
You can also utilize CSAT scores to reward agents for a job well done.
When your agents are consistently receiving positive feedback from customers and exceeding expectations, make sure those agents feel valued by you, their team, and senior leaders.
Leaderboards are a great way to implement healthy competition among your agents, where higher scores and better customer feedback help agents rise to the top.
Another way to make the most of your positive CSAT score data is to create a rewards and recognition program for your agents.
With Stella Connect, rewards are put into the hands of your customers. When someone feels like your agent has gone above and beyond for them, they have the opportunity to not only give that agent positive feedback, but to give them a little something extra as well.
Team leaders can customize these options to their liking, giving agents various rewards from gift cards, coffee, or free lunches, to more recognition-based rewards within the company.
By monitoring CSAT scores across your team, you can keep a birds eye view into how each of your agents are performing, reward your top performers, and help any agents who may be struggling reach the top.
Ready to empower your agents to deliver exceptional experiences and watch your CSAT score soar? Get the complete Introduction to Customer Satisfaction Metrics guide to set them up for success.