You’re a busy support leader with a team to manage and KPIs to meet. Up and to the right is a series that focuses on simple, actionable tips you can use right now to accomplish your goals.

At the risk of sounding like a broken record, if you want to improve customer satisfaction, you need to measure customer satisfaction (CSAT). Doing so is the first step to happier customers, because without measuring satisfaction, you’ll never understand what’s working and what needs improvement.

You might might have anecdotal evidence that suggests your customers are satisfied, or even conducted Net Promoter Score (NPS) surveys that indicate your building customer loyalty. But as this blog post will demonstrate, without enabling customer satisfaction ratings, you are losing valuable information every, single day.

A quick primer on CSAT

CSAT is a metric that measures customer’s satisfaction with the service received. CSAT surveys can automatically be sent to customers after a predefined set of conditions have been met, such as after a ticket has been solved by the agent. They should be short and to the point, and ask the customer if they were satisfied with the interaction.

Some of my channels are working
There’s an old saying in advertising: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If you’re company provides multi-channel support but you aren’t properly measuring customer satisfaction, it’s very likely that you know that some are working and some others aren’t, but you aren’t sure what.

The fact is, your average customer satisfaction rating might give you a bird’s eye view of the broader customer support efforts, but it does nothing to inform you how you are performing on specific channels. As a Zendesk Research report indicated, different support channels can produce widely different results. But without access to each individual channel’s CSAT rating, it’s impossible to know what’s working and what’s being wasted.

Different issues, different results
This might be a familiar scenario: your support organization receives a disproportionate amount of easy to solve requests for support. Password issues, requests for expedited shipping options, and questions about hours of operations; all are common questions that are easily solved with macros and other automations. The customer quickly gets what they need and provides a positive response to a CSAT survey. It’s important to effectively resolve these issues, and doing so can have an incremental impact on the customer’s relationship with the company, but they’re not the kinds of issues that tend to lead to irreparable harm.

The issues that can, the major issues like software bugs, might happen less often, but your ability to resolve those issues can often have an equally weighted impact as these smaller but more frequent issues.

How are you at resolving those larger issues? There’s no way to know if you aren’t measuring. But if you tag your tickets by issue, it becomes possible to measure CSAT of tickets dealing with those issues. Now you know exactly how well you’re resolving those problems.

The list goes on and on
Those are just two of the many, many ways CSAT can be used to paint a realistic picture of your customer support efforts. Others include measuring CSAT of:

  • Support tiers, teams, or even individual agents
  • Specific regions
  • Support provided during holidays, busy seasons, days of the week, or hours of the day

Stop guessing and enable customer satisfaction surveys today.