C-SAT or Customer Satisfaction Score is a metric to measure Customer Experience. In simple terms, the Customer Satisfaction Score indicates how a customer feels about service, customer care interaction, or a product. Generally, a company measures its C-SAT Score via its contact center, directly asking customers to rate the service or product feedback on a set scale. The more the score, the more satisfied customer is, with a service or product.


Why measure Customer Satisfaction?

If you don’t measure C-SAT, you won’t identify unhappy customers. And if you don’t know which customers are less-than-satisfied, you can’t identify the customers who are most likely to churn. You also can’t establish why they’re unhappy, meaning you can’t take action aimed at resolving their issues and improving their overall experience. If your customers churn faster than you can acquire new customers, your business is in trouble. According to Forbes, organizations lose $338.5 billion per year globally due to bad customer service.

Without contact and feedback from a customer, you isolate yourself in a bubble. Top-performing businesses will always remain elite because they often measure customer satisfaction and act upon the data gathered.

The main reason why businesses measure C-SAT is retention, a crucial factor in long-term business growth. You could acquire customers rapidly, but if they don’t stick around long enough to give you repeat business, then you won’t have a sustainable business. Customer retention impacts all aspects of a business, from the costs of customer acquisition to customer loyalty and customer lifetime value.


How to improve C-SAT?

There are a few tips that can give you some quick wins.

Request Customer Feedback for better C-SAT rating:

In simple terms, make it easier for customers to table their complaints. If your customers cannot give feedback or complain directly to you, they will instead complain to their friends and family or on social media. They’ll be frustrated by the poor experience and the lack of an outlet to address their concerns or have their complaints resolved.

With a well-placed mechanism to capture customer feedback and provide prompt responses, you can prevent customers from becoming detractors. By acting quickly, you could easily turn the situation into something positive.

Provide Proactive Customer Service

If you want to improve customer satisfaction, as a business, you must ensure that you contact the customers before they think about picking up their phones to contact you. And for effectiveness, these contacts must be personalized, timely, and always relevant to the customer. This way, you can reduce inbound calls to your call center and eventually improve agent efficiency. Through proactive customer service, you portray that good customer service isn’t just great for your customer but also the business at large.

Set Better Expectations

The rule of thumb is to under-promise and eventually over-deliver. If your contact page reads around-the-clock support and you take an hour to respond, you are basically meeting expectations. But, if you state that business hours are only between Monday and Friday, and you reply to a customer query on a weekend, you’re the hero. Setting expectations that you can’t deliver will only leave your customers frustrated and unhappy.

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