Whether you are just getting started building your Customer Experience operations or you've been working on your process for a while, there's always time to improve your understanding and methods for analyzing your results. So let's start with a term that you will frequently see, CSAT.
What Is CSAT?
CSAT stands for Customer Satisfaction Score, and it is a commonly used metric to give you a high-level view of the mindset of your customers. CSAT is easy to understand, simple to use, and can be rich in insight.
How Is CSAT Measured?
Companies measure CSAT differently, but you will see it represented as a percentage of satisfied customers in most cases. For example, you may see it listed as "80% of customers give a positive review" or "The average CSAT score is 8/10".
What's The Point?
The goal of CSAT is to give you a metric that indicates how your customers are feeling about you. It's your report card and a key indicator to show you when the experience you are providing your customers isn't working.
Issues With CSAT?
One of the main issues with CSAT is that it's a snapshot in time and an overall score. So it needs to be delivered with that in consideration in mind. One way to make sure you have possible granularity in your CSAT is to ask questions broken down by segments, like Touchpoints. This helps to give you a CSAT score for different parts of your Customer Journey and allows you to identify elements that might be pulling your overall score down.
How Does Press'nXPress Measure CSAT?
No matter which of our Collectors that you use to collect responses, the idea of a CSAT is baked into our core functionality. We're measuring how many customers are giving you Green Smiley faces versus Yellow and Red. A three-layer scale that shows you clearly how a customer is feeling about their experience.
How Can I Quickly View This In Press'nXPress?
One of the main ways we visual CSAT is in our Dashboard. Our Response cube gives you one great, easy to read visual to show you exactly where your scores are hitting.
What If I Need More Detailed Information?
If you need to identify what part of your Customer Experience is causing a decrease or increase in your overall CSAT, using our Customer Journey feature is the way to go. It shows the CSAT rating for each touchpoint along your Customer Journey path. It also overlays the previous period's scores so you can identify a positive or negative trend.
How Do I Figure Out The Why Behind The Changes?
CSAT score is excellent to see how you are doing, but at some point, most businesses need more detail to take their Customer Experience even further. Collecting a qualitative response is very common when collecting Customer Experience scores and can give you that insight. Some businesses choose to only collect a qualitative response if a non-positive rating is given, but the choice is up to you. Our system allows you to assign a Category to your qualitative response options so that you can see a roll-up of answers in our "Why" cube. Thus, allowing you to see your overall scores and what's driving the changes.
Overall, CSAT is one of the critical customer experience metrics that can help you set goals for your Customer Experience operations and ensure everyone knows what you are working towards as a business.
Our mission at Press'nXPress is to help our clients improve the customer experience at any interaction point. You can reach out to our experts to see how the experience measurement can benefit your business today! Reach out and talk to us.