"When you assume negative intent, you're angry. If you take away that anger and assume positive intent, you will be amazed." Indra Nooyi


CSAT- Metric to Measure Customer Satisfaction

On 23 Sep, 2020 | No comments

--By Karan Sharma--

Customer Satisfaction: a term well known across the globe for any brand to succeed. The customer always wants the best of the product and service. The service/product provider, in turn, ensures that the customer is delighted with its offerings. However, in keeping this cycle smooth-running, customer experience management (CXM) plays a vital role.

CX professionals are responsible for creating the best customer experience, ensure a perfect mix of products and services to gauge the customer discomfort, if there is any. After all, as customer experience (CX) professionals, we ensure that our customers get best-in-class experience. A customer interacts with the company at many stages, such as, buying, using, servicing etc. and this very interaction is what leads to an experience. Any valuable experience makes for positive brand imagery, whereas a negative one can create a bad influence on the same. Let us see how CSAT can play a vital role in improving the customer experience.

What is CSAT?

It is one of the most commonly-used CX measurement metrics to identify customer satisfaction levels. Most of us have experienced this during an interaction with the company representative, wherein the feedback is taken via SMS/IVR asking if we were satisfied or not. These are short surveys that primarily indicate customer satisfaction.

What matters is, when to trigger the survey and in what mode? Most commonly used methods are SMS and IVR, wherein immediately post the interaction, either an SMS is forwarded, or the call is transferred to an IVR, both encouraging the customer for the feedback on the interaction they had with the company representative. For example, if the customer had an enquiry and information was given at once, an immediate trigger is a right thing to do; however, in another case, where the turnaround time for the complaint is on a higher side, the same survey can be sent post the closure of the case.

The response rate is another important factor which many a time gets unnoticed. Any positive or negative response gets most of the attention and customers who have not responded get missed out. If the response rate is on a lower side, one must take the necessary steps to increase the same and to capture the feedback of these missed customers. Quite often my calls to the mobile network representative for some query, in the end the agent used to tell me 'you might get an SMS post this call asking for the feedback of this interaction, do respond to it. And I never missed to give my feedback.


Why there is a need for a CX metric? Well, before we get into the 'why', let me share one of my experiences from one of my training sessions, during the initial days of my career. I remember during one of these sessions, the famous quote of Peter Drucker was discussed, "If you can't measure it, you can't improve it". This management rule comes so true almost in all aspects. It is of vital importance to know how the customer feels. A happy customer will always give a repeat business, plays an influencer's role and promotes the services; however, an unhappy customer will not even think twice before moving onto the competition.

The do's:

  • Get insights to make the services/product better
  • Satisfied customers are more likely to recommend the brand
  • An important KPI for the front-liners dealing with the customers
  • Touches the customer emotionally
  • Increased customer loyalty

The Application:

The CSAT can be a useful metric in almost every vertical of business, and these insights can help a product or service evolve a great deal. It helps in creating an eco-system to manage the customer experience and build customer loyalty. It is no rocket science to put in place a CSAT capturing mechanism and start managing it. But practising this for efficient results is a must.

If a set of customers are not happy with your service/product, did you take enough measures to fix the issue and ensure better standards? Did you make your customer feel valuable, and that their feedback is crucial to the company's growth? And are you thankful for your customer's feedback?

Today social media has grown exponentially and is used by customers to raise complaints, or voice out their opinions. The point to note here is that unlike a call or an email, social media is not a one-on-one interaction but a public domain. Even one negative tweet can divert your probable customers to the competition, and a positive tweet can change the brand's perception entirely.

I have seen this happening, a lot of times, where the brand's executives interacting with the customers keep writing similar responses, that in turn, is nothing but a fuel to the fire. Instead, once the issue gets resolved, a close-loop call followed up with a CSAT survey is a sure-shot way for building a customer's trust in the brand.

Few points that I feel are necessary for managing an efficient CSAT are:

  • Reach out to the dissatisfied customers
  • Data in the form of VOC is a treasure, study it to get inferences & insights
  • Identify the trends causing the low scores, fix the processes and products, and train your people
  • Don't work in silos, instead involve all the relevant departments and share the insights
  • VOC can fetch excellent TNI for our teams for capability building
  • Be proactive in communicating with the customer
  • Take feedback post the issue gets resolved

The Conclusion:

Every interaction matters. Therefore, it is of utmost importance to understand and measure the customer's feedback. C-SAT is an outstanding metric system and can help any organization evolve its customer experience domain.

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