Monday, July 20, 2020

Why to measure Customer Satisfaction Score?

Customer satisfaction is one of the key measures of quality of service provided by the Customer Support Department, Helpdesk & Service desk. Every Customer Support Department must send a Customer Satisfaction survey after every Interfaction (Chat, Email, Phone & Social Media) to measure Customer Satisfaction. Customer satisfaction is the percentage of customers who are either satisfied or dissatisfied with the quality of support they received.



There are various ways to measure Customer Satisfaction as below:

1) By sending a Survey on the chat or email in which companies ask direct questions i.e Are you satisfied with the support service? Are you unsatisfied with the support service?. They also share a comment box in which customers can share their feedback.

How to calculate % of Customer Satisfaction.

Calculation Example:

  • Total surveys filled: 3000
  • Satisfied responses: 2900
  • Unsatisfied responses: 100
Customer Satisfaction Score=29003000×100=96.67%\text{Customer Satisfaction Score} = \frac{2900}{3000} \times 100 = 96.67\%

2) IVR Survey: Once the call is completed customers will be asked to fill in the Survey through IVR. Again they will ask questions related to satisfaction and dissatisfaction and the measure of calculation would remain the same.

3) Telephone Survey: Some companies contact the customer personally to evaluate the service provided by the Customer Support Agent. Again they will ask questions related to satisfaction and dissatisfaction and the measure of calculation will remain the same.

How to ensure that Customer Satisfaction is always High

1) Regular Product Training: To ensure customer satisfaction, the Support Department must provide regular product training to all frontline support agents, keeping them updated with the latest information. This enables agents to offer correct and accurate information to customers promptly. Fast resolution is a key driver of customer satisfaction. The metric First Contact Resolution (FCR), which measures whether a resolution was provided during the first interaction, has a direct correlation with customer satisfaction.

2) Reducing Support Agent pressure:  Many organizations prioritize agent utilization, treating support agents as labour and attempting to maximize every minute of their time for interactions to maintain high productivity. However, on average, an agent should only be utilized for up to 75% of their login time. When utilization is less than 75%, agents can become frustrated, potentially leading to less effective customer interactions despite their skills and potential. This overutilization often results in increased absenteeism, forcing other agents to manage backlogs, thereby increasing pressure and negatively impacting customer satisfaction. Therefore, organizations should balance agent utilization to ensure high levels of customer satisfaction are maintained.

3) Adding Customer Satisfaction KPI in the Agent Performance Review: To ensure support agents achieve high customer satisfaction, it is essential to include customer satisfaction as a key performance indicator (KPI) in their performance reviews and communicate this regularly. Many support departments offer rewards and incentives for high-performing agents, fostering a competitive environment that helps maintain high overall customer satisfaction for the organization.

Case Study: Real-Time Application

Background

A software company providing event ticketing solutions noticed a decline in their customer satisfaction score. They received 5000 survey responses in a month, with 4000 satisfied and 1000 dissatisfied customers, resulting in an 80% satisfaction score.

Actions Taken

Enhanced Training Programs: The company implemented bi-weekly training sessions focusing on new product features and troubleshooting common issues. This ensured that agents were well-equipped to handle customer queries efficiently.

Balanced Workload: They adjusted agent schedules to reduce utilization to 70%, allowing agents to manage their workload better and reduce burnout.

Incentive Programs: The company introduced a performance-based incentive program. Agents achieving a satisfaction score above 95% received bonuses and recognition.

Results

- Increased Satisfaction Score: Within three months, the satisfaction score improved to 90%, with 4500 satisfied responses out of 5000.

- Improved Agent Morale: Agents reported higher job satisfaction and lower absenteeism.

- Higher Customer Retention: The improved support quality led to higher customer retention rates, with fewer customers leaving the service.


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