The Importance of CSAT Surveys for your Technology Business
Taking care of your customers is priority number one. Period.
And to take care of your customers (or better, to WOW your customers), you need data. Customer feedback insights offer exactly the data you need as a business owner or manager to provide wow-worthy service.
In whatever format you collect it, feedback provides guidance to run a more efficient business and for your agents to effectively improve day after day.
Companies that don’t collect feedback are driving in the dark without headlights – hoping they don’t run off the road. Bad customer service. Unhappy customers. The very real potential of high turnover. All are hidden just around the bend until you flip the lights on.
There’s more than one way to collect this feedback and provide insights to your team. Customer Satisfaction (CSAT) ratings capture customer responses immediately after a service request or lifecycle event. CSAT is the quickest, simplest way to capture what people think immediately after they engage with your company. Better yet, you can pull these scores into a composite that measures overall effectiveness of your efforts.
Alongside other customer service metrics like Net Promoter Score (NPS) or RATER, CSAT provides valuable insight into the current mindset of your most valuable resource – your customers.
What is a CSAT Survey?
A Customer Satisfaction (CSAT) Survey is a short, easy to implement survey that asks your customers about their recent experience. It goes out immediately after closing a ticket in a helpdesk (such as Zendesk, Autotask, or ConnectWise); via email during the middle of a deployment; or as a follow-up from an account manager after completing an onboarding form.
It’s a perfect way to capture feedback at the height of customer interaction. If there’s a problem, this is when you’ll catch it.
Here’s an example:
A CSAT score is calculated from the percentage of positive ratings. In other words, if you receive 100 ratings and 96 of them are positive, your CSAT score would be 96%.
Managed services providers (MSPs), IT service providers and other technology vendors have multiple touchpoints with their customers – including the initial sale, ongoing service, support, and emergency issues that crop up.
CSAT surveys allow you to capture how the customer feels about the service they receive when it matters most. Because they are short and integrate with all of your communications methods, the completion rate is much higher than traditional long form surveys.
Why is a CSAT survey so invaluable to an MSP? It provides a simple, accessible metric that allows you to address potential issues quickly.
CSAT surveys are:
- Simple to implement – CSAT surveys are the shortest and easiest way to close the loop on a customer interaction, capturing feedback on how the process went from the opening of a ticket to its resolution.
- Trackable over time – Because CSAT surveys can be administered in several circumstances over the lifecycle of a customer, they reveal long-term customer satisfaction trends.
- Easy to benchmark - CSAT is a metric that can be benchmarked against other industries and peers within the MSP industry. By comparing your CSAT survey scores to others in your field, you know how you’re performing against customer expectations and the average performance levels of other MSPs.
Because of their frequency and close ties to individual interactions, these surveys provide the insight and feedback needed to prevent customer relationships from deteriorating.
When to Use CSAT Surveys
CSAT surveys make the most sense in two situations, both of which you can automate on most IT and technology PSAs, ticketing systems, and service desks:
- After a lifecycle stage is complete - When the customer reaches the end of a lifecycle stage, it’s good to request feedback and measure the effectiveness of the service in that stage. This could include the sales cycle, the onboarding process, specific deployments or projects, or the end of their time as a customer.
- After completion of a service request - Individual service requests or tickets should be closed with CSAT surveys as well. By requesting feedback after you’ve deemed a ticket complete, you can measure how effectively your customer service staff helped that specific customer.
When you capture customer feedback at these points, you’ll know how well your team is doing - measured as a percentage. Every completed CSAT survey provides insights into the performance levels of your customer service reps, the effectiveness of your onboarding processes, as well as the expectations and overall satisfaction levels of individual customers over time.
CSAT vs. Other Feedback Solutions
Customer Satisfaction surveys are not the only tool in your arsenal to measure customer happiness. CSAT surveys are short, adjustable based on context, and have relatively high response rates because of how easy they are and how closely they’re tied to a specific but they also have the potential to provide a false sense of your company’s overall satisfaction. A high CSAT score can be encouraging, but if you’re not comparing it against NPS scores, it can be misleading.
You might have the best customer service reps in the business, resulting in a high overall CSAT score, but if you don’t offer the level of value that customers need to recommend your service to others, the percentage of them willing to recommend you to others will be much lower.
This is where Net Promoter Score (NPS) becomes an important part of the process. This type of survey asks a very different question. Rather than “were you satisfied?”, NPS asks customers “would you recommend us?”
On a scale of 0-10, you ask them whether they would recommend your services to a friend or colleague. A 9-10 rating makes them a promoter, whereas a 0-6 rating makes them a detractor.
Your final NPS score is the percentage of promoters minus the percentage of detractors. That number can provide insight into just how much value your customers perceive that you offer. Here’s everything you need to know about Net Promoter Score surveys.
By capturing NPS alongside CSAT, you can see how customers feel after each service request and interaction with your team, and then at a higher level if they are satisfied with your service overall.
Implementing Effective CSAT Surveys
Customer satisfaction surveys provide the instant feedback you need to know whether or not there are issues in your customer service process. A rise in the number of neutral or negative impressions of your service can represent a souring customer or an issue with a tech on your team.
CSAT surveys that integrate with your existing PSA and helpdesk help you keep your finger on the pulse of your customer service success rates. Get instant notifications through email or chat (Slack or Microsoft Teams), and act swiftly to identify and resolve issues, keeping your customers happy.
Simplesat provides a comprehensive solution, it integrates with big-name communications platforms to track employee and customer performance rates, and includes easy-to-use widgets for automatically publishing reviews and testimonials to your website or social media profiles. Let us know if you have any questions about Simplesat and how it can help streamline your organization's feedback collection process.