BenchmarkingMetrics

Try CSAT Metrics to Gain Competitive Edge

A happy customer is the lifeline of an emerging business. Customer satisfaction can spoil or improve brand reputation in the competitive market.

In this article at Customer Think, Evan Jones explains that service desk agents play a major role in making your target customers, existing or upcoming customers happy. They bring home lifelong customer loyalty, profitability and reasons for customer satisfaction.

Measuring Satisfaction

Clearly defining and measuring customer satisfaction is a daunting task. Satisfaction of one customer with a service may not always influence others to extend their support towards it too.

As per the Harvard Business Review study ‘The New Science of Customer Emotions’ by Scott Magids and Alan Zorfas of Motista, and Daniel Leemon, customers who are emotionally engaged with an organization are three times more likely to recommend its product or service. They are 52 percent more valuable than ‘just satisfied’ customers. Since customer satisfaction is crucial to the business, let’s take a look at some essential CSAT metrics:

  1. Even after knowing the fact that the customers will be asked to fill out a survey by the end of the call, the service desk agents ask for a good rating. This affects the CSAT score and inflates it.
  2. It’s a common perception that CSAT only measures short-term judgment of the customer. But, in reality, it does tell you about their long-term perception. Therefore, focus on measuring what happens in the human psyche, using a survey to determine customer satisfaction.
  3. Getting customer feedback individually is convenient only when the service desk managers take a comprehensive measure of customer satisfaction. They need to look beyond individual interactions. Using the Net Promoter Score (NPS) and Customer Ease of Service (CES), it is an easier way to measure customer satisfaction.

The author believes that using diverse approaches for customer satisfaction will help you monitor performance analytics in real time. This will help you closely observe the effectiveness and your service support centers and make the right business decisions on the real-time data and trends. Click on the following link to read the original article: http://customerthink.com/how-effective-is-the-customer-satisfaction-csat-metric/

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