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.