What Is Customer Satisfaction?
Let’s start with the definition of customer satisfaction. It is a measurement we use to figure out how the company’s products or services meet customer expectations. It shows us to what extent a customer is satisfied with a brand interaction. Moreover, this measurement indicates their buying intentions and loyalty.
Why is Customer Satisfaction Important?
1.It helps you to retain customers
Companies go to great lengths to attract new customers - launching advertising campaigns, offering discounts and loyalty programs, organizing promotional events, etc. All these efforts pay back in the end: statistics say that loyal customers are 5 times more likely to buy again. Moreover, they are 4 times more likely to recommend your business to their friends. And last but not least, customer retention is cheaper. According to Hubspot, it is 5 to 25 times more expensive to acquire new customers than retain existing ones. Furthermore, it is profitable because, as the same source says, the existing customers spend 67% more than “newbies”.
However, all these impressive figures would have been impossible if companies hadn’t cared about customer satisfaction. Unhappy customers won’t buy from you again. And, be sure, they won’t be your brand’s promoters.
2. Your revenue depends on it
Customer satisfaction affects your revenue as well. Opinions and feelings customers have about your brand can influence such important metrics as the number of mentions and repeated transactions, and also customer lifetime value or customer churn. Why should they look at your competitor’s offers if they are completely satisfied with your company? Quality of service matters more than it is widely believed: 96% of customers say customer service is important in their choice of loyalty to a brand. Another research shows that customers are more willing to share negative experiences with others than positive ones. The average number of those who are told about positive cases is 9 people, while the negative experience is likely to be told 16 people. Is there any need to say how it may affect your sales revenue?
3. It shows you room for improvement
By measuring customer satisfaction and gathering customer feedback, you can see what to improve in your product or service. Seeing your customer service department from the customer’s perspective allows you to spot weaknesses as early as possible. That’s why customer satisfaction surveys should become your daily habit. It will allow you to keep up with the pace of customer expectations.
Now when we’ve figured out how important customer satisfaction is to your business, let’s outline the next point. How do you manage customer satisfaction in a call center?
How to Measure Customer Satisfaction
Hubspot recommends that you should divide this process into several simple steps:
1. Define your goals
Stop and ask yourself: “Why are we doing this survey? What do we want to get out of it?”. Weigh the value of this data against the cost of the survey process. If you aren’t going to change anything after collecting the data, you're better off not collecting it at all. A goal in mind will help you to get the most out of your customer data.
2. Outline your plan
Now it’s time to decide on what you’re going to do after collecting and analyzing customer feedback. Here are our examples of what may be done in your call center after a customer satisfaction survey:
- Implementing a more efficient call center solution
- Changing and testing the IVR menu
- Implementing and testing different call scripts
- Making changes to agents’ training program
You can plan some activities based on highly satisfied customers as well. Methodologies like Net Promoter Score (NPS) that will be described below, allow you to define so-called promoters (those who are most satisfied with your brand) and encourage them to tell others about your products and services. These people are most likely to become your “external sales force” - in other words, your brand advocates.
3. Choose a type of survey
The next step is to choose the type of customer satisfaction survey you want to conduct. There are a few common options:
Customer Satisfaction Score (CSAT). This method is the most commonly used one. You ask customers to evaluate their experience with your company on a linear scale. They may choose one of the statements you provide or grade your performance by using the range of numbers (for example, 1-3, 1-10, etc). There are different opinions on what scale is better. CSAT is used to evaluate an immediate customer’s specific experience - for example, the work of healthcare professionals in a laboratory. Also, it’s an important metric to evaluate the performance of the support desk.
Figure 1. Customer Satisfaction Score. Source: Hubspot
Customer Effort Score (CES). This metric is very similar to the previous one but now you ask customers how easy it was to solve their problem. The assumption is that an easier task means a better experience. By gauging customer effort, you can see if you need to make their experience low-effort, thus reducing their frustration and disloyalty.
Figure 2. Customer Effort Score. Source: Hubspot
Net Promoter Score (NPS). This metric measures not only customer satisfaction but also their loyalty. What you ask them is how likely they are to recommend your company to their friend or colleague on a scale of 0 to 10 or other. NPS allows you to segment your customers’ answers into three categories: detractors (scores 0-6), passives (7-8), and promoters (9-10). Detractors are those who wouldn’t recommend you. Passives are indifferent to your brand: they may become your promoters or switch to your competition. Promoters are loyal customers who would recommend you. Subtract the percentage of detractors from the percentage of promoters and you get the NPS. Companies often use it as a general indicator of customer loyalty and brand devotion.
Figure 3. Net Promoter Score. Source: Hotjar
These three types of surveys aren’t the only options you can use. You can customize your customer satisfaction questionnaire to your goals and plans to get the most out of it.
4. Determine your survey's trigger
This step is all about the right time and place. Go back to your goals and decide when you are going to send the survey and who you are going to send it to. In other words, define the proper timing and target audience. Do not send customer satisfaction surveys too often: it can result in low response rates and annoy your customers.
5. Analyze your survey data
Once you’ve gathered all this information, don’t let it unused. Make sure that all this customer insight will be analyzed. This process can be quite simple or require some expertise in statistics.
6. Make adjustments and repeat
Now it’s time to carry out the plan you’ve outlined. After collecting the customer satisfaction data, you can see what they feel about your brand and take all the necessary steps to increase their satisfaction.
How to Improve Customer Satisfaction in a Call Center
1.Focus on the customer experience
Customer service is all about providing a great experience to your customers. So the key is to understand what they consider a great experience. How can you do that?
Firstly, prioritize the channels that customers prefer to communicate with your company. If the majority of them contact you via live chat on your website, pay attention to that channel and enhance it.
Secondly, deliver more personalized service. That’s when efficient call center software comes in handy. For example, Voiptime Cloud call center solution provides seamless two-way integration with your CRM and other business systems so you can show the consolidated client information to your agents.
2.Try to resolve your customers’ issues as quickly as possible
Nobody likes endless transfers. A recent survey from Salesforce states that 82% of customers want to solve complex problems by talking to one person. Therefore, pay attention to First Call (Contact) Resolution Rate (FCR). Provide your agents with tools, information, and power to solve the customer’s problem on the first attempt. Also, think about intelligent call routing when your customer is identified on the IVR and directed to the queue, processed by the agents with the required qualification.
3. Leverage technologies
Technology can also be one of the ways how to increase customer satisfaction in your call center. You can leverage it in two ways.
The first is offering self-service tools such as IVR menu or chatbot in your webchat. IVR will help your customers to get their simple questions answered (account balance, purchase delivery status) or make some simple actions such as changing pricing plans, requesting a callback, etc. Chatbots can perform a similar function in your web chat module. Self-service tools give you two benefits at once: they free up your agents to more difficult tasks and save your customers’ time.
The second way is to use a call scripting feature in your call center solution. Voiptime Cloud allows you to quickly create different scripts and display them during calls. It saves your agents time as they don’t need to switch between different apps. Moreover, you can include question blocks into your call script and then export the customers’ answers to external tools as a .xlsx file. Thus you can get the information about your customers’ likes and dislikes that can be used in some marketing campaigns or other activities.
4. Do not forget about your agents’ satisfaction
Putting your customers first doesn’t mean forgetting about your employees. They are the first who influence the level of customer satisfaction. If your agents are satisfied with their job, it reflects in the way they provide customer service. Therefore, it’s necessary to deliver decent training, provide timely feedback and go to great lengths to attract and retain talents.
As you can see, customer satisfaction is one of the most important metrics for your business. If your customers are happy with your service they will be the best promoters of your brand. If they’re not, you’ll lose them and make your competitors happy. To avoid that, pay close attention to your call center performance as it is the face and voice of your company.