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What is CSAT?
If you’re working or had worked in a call center, then you may have already encountered CSAT or customer satisfaction. It is part of the key performance indicators or KPIs required of a customer service or technical support representative. CSAT is a survey that a customer receives after calling and speaking with a representative. The purpose of this survey is to let the customer gauge how satisfied he or she was with the way the agent or rep handled his or her query or concern.
Different questions are involved in CSAT. Some of the FAQs or frequently asked questions are:
• Was the agent helpful?
• Was the agent courteous?
• Was your concern or query answered?
• Was your issue resolved?
Most often than not, customers will likewise be asked to rate the agent’s effectiveness in dealing with his or her concern. Sample scores could be between 1 (lowest) to 10 (highest). The average score for all questions would then be the agent’s overall CSAT score for that specific call. Such score would then determine whether the agent handled the call effectively or not. Moreover, customers are also given the chance to write more specific feedbacks about the call. Instead of asking merely open-ended questions, follow up questions like "Why" and "How" would often yield more specific answers and more detailed explanations. This would help explain why the agent received such a score from a specific customer.
Sometimes, the problem with CSAT is that some customers do not differentiate the representative from the company. So even if the agent did well on the call but the company isn’t delivering what the customer needs, then the agent suffers the consequences and is given a low CSAT score. Sometimes, it’s the other way around. Even if the customer doesn’t have a problem with the company but has encountered a rude or inefficient agent, then the customer thinks badly of the company as a whole.
Others also view CSAT as being somewhat subjective which means how a customer rates an agent depends on each customer’s standards. What may be acceptable for some may inexcusable for others. For example, customer A gives an agent an overall score of 8 out of 10 because even though the agent wasn't able to resolve the issue, the courtesy and sincere intent to help were there. On the other hand, customer B would’ve given the same agent an overall score of 4 out of 10 simply because the issue wasn't resolved. Customer B in this case, has higher standards compared to Customer A which caused the difference in the scores that the agent received.
CSAT can be motivating, but sometimes frustrating for an agent. It is the team leaders and managers' jobs to turn frustrations into challenges and motivations. The most valuable thing about CSAT is that it gives the company a way of knowing whether they’re doing great or not, whether their satisfying customers or not. However, company management need not to address the CSAT scores itself, but the reasons behind such scores. Managers need to address the "Whys" and the "Hows". Doing so would yield more satisfied and loyal customers and eventually, higher CSAT scores.
LWS Media is one of the leading call center outsourcing providers in the world today. The company offers expert IT, consulting, creative, internet marketing, customer management, and outsource services.
What is CSAT?
By Digi-Ana Walit
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