We will discuss the ways to organize and prepare the surveys for the customers later. Now, let's cover some details that are not obvious.
When to ask?
The feedback on the support performance (CSAT) should be reviewed quickly, while the emotions are fresh, and there is a chance to deal with a dissatisfied customer. You have to request feedback no later than 8 hours after the issue has been resolved, and the customer has confirmed he had no questions left (within one working day), and even better – immediately. If the support is provided through a live chat, it is better to send a survey through a live chat and not via email.
Customers evaluate the product, not the support
That is the reason we distinguish NPS from CSAT. As I mentioned before, do not hesitate to exclude any survey related to the product from CSAT.
In addition to the option to rate the customer support experience, the customer should leave feedback, and the comments section should be prominent. Periodically, review the comments, react to the claims or negative feedback, and pay attention to the extremely positive comments.
Experiment on the question and answer forms
As soon as you notice that the customers do not actively participate in the survey, do not stumble – change the wording in the question, and edit the answer choices. Often, the questions get more attention than the answers, and it is not fair. Even the effective classical form of "emoticon + description" can have several variations. For example, replace "Average" with "Ok," "Good" with "Excellent," "Bad" with "Terrible," "Excellent" with "Super," and so on. After every change, review the statistics.
What is a good score?
When you collect the first statistics at the end of the month, you may have a question – what do I do now? So, 90% of the customers are happy. Is it good? Is it enough? What about 96%? or 89%?
It is hard to say which score is desired and encouraged as the companies and the customers are different. No one can say what your ideal score is. Obviously, the closer it is to 100%, the better, but it is better to define your scores' gradation. For example, today's daily score is 98-99% of satisfied customers, and the bonuses are given to the customer service department once the score of 96% is achieved. Suppose you ask me why I will not be able to answer. The best way to set the goals is to look at the companies that you respect and like. Please find out how happy their customers are, and set your satisfaction level bar.
Like vs. Dislike
Do not use CSAT with only two options of answer (bad-good, like-dislike). These answers are too broad, and you risk getting the overstated scores because the customers who feel more like "it's ok" will rarely choose "bad" as the answer. Thus, you may miss the fact that some customers have troubles.