How to Improve Customer Satisfaction (CSAT)

Your organization is measuring your CSAT scores, but they don’t seem to be improving. What's going on? It’s time to do more than just measure. With MaestroQA's modern customer experience platform you can correlate CSAT with advanced CX analytics—like quality assurance (QA) data, Sentiment Analysis, average handle time (AHT), and more—to identify actionable insights to improve customer satisfaction.

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“I had a hunch that we were going to positively impact CX and quality, lower our resolution time, and lower our multi-group resolves—and we did all of it, which is amazing. Management is totally on board because it solves more than one problem for them. Our QA and CES scores make it clear that the process works and saves the company money.”
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Esty
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What’s Really Behind Your CSAT Scores?

Customer satisfaction scores have been a popular metric for measuring customer experience (CX) for a long time. It’s easy to calculate and understand, but it doesn’t tell the whole story. 

Your CSAT scores only measure how happy customers are with their current interaction with your company. It doesn’t consider whether they’ll come back, recommend your product, or keep spending. You also miss customer feedback from the vast majority who don’t submit a customer satisfaction survey. 

To get the full picture of the customer's relationship with your business and increase satisfaction, you need more than a CSAT score. Analyze the numbers behind your CSAT rating to see what’s positively and negatively impacting your customer experience. 

Download eBook: Beyond CSAT

Identify True Customer Satisfaction Insights to Inform CX Strategy

Understanding what’s impacting customer satisfaction can be difficult. There are plenty of factors to consider, and it’s easy to get lost in the data. You can segment your customer base by product, by location, or by other business related criteria to see your most satisfied customers. You can also compare your CSAT data to your customer effort data, quality data, or conversational analytics to see which metrics correlate most closely to high CSAT scores.

See where agents excel at delivering high customer satisfaction and turn those learnings into best practices and training materials. Pull specific examples from your QA data to share with your team and help them better understand what great agent performance looks like.

Download eBook: The Ultimate Guide to CX QA Scorecards

Compile and Analyze Your Customer Dissatisfaction (DSAT) Tickets

Likewise, understanding what’s negatively impacting customer satisfaction is just as important. Digging into your DSAT tickets isn’t the most fun exercise, but learning why customers are unhappy pays dividends in the long run when it comes to improving CSAT scores. 

There are three main DSAT categories that often come up: dissatisfaction with customer support, with the product or service, or with company policies. A series of Quality Assurance (QA) audits gives additional context to DSAT tickets, namely ones that involve customer support processes.

With deeper root cause analysis, you make sure to address the underlying problem rather than get stuck on the symptoms. A well-known method that helps you look beyond surface level issues is the 5 Whys Method. For each reason, dig into the sub-reason that can be surfaced from your customer support data.

Read: 5 Steps to Turn Customer DSAT into a Growth Opportunity

Fill CX Gaps to Understand the Complete Customer Journey

To provide the best possible customer experience, you need to understand your customer's journey. You can use data from customer surveys, customer service tickets, social media interactions, and more to generate a complete picture of the customer experience. 

Pull in sentiment analysis and conversational analytics to help pinpoint key events affecting your customer experience and fill gaps in your understanding of the customer experience to determine which areas to focus your resources on.

With MaestroQA, you can collect data from your support interactions and use it to generate insights that will help you improve and inform your CX strategy. 

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Ready to take the next step to improve CSAT?
Get in touch today to see MaestroQA's modern customer experience platform in action and learn how you can uncover actionable insights from your entire customer experience and start moving the needle on customer satisfaction.
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