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Why a 100% CSAT Score Won’t Help You Grow
Is CSAT just a pretty number to pad our egos?
Well, it depends on how you use it.
Use each piece of feedback as an opportunity to improve the interactions you have with your customers.
How to use CSAT to grow your business
The Risk
Being receptive to customer feedback (good or bad) does put your CSAT score at risk – but the gains are worth it.
Seek out the Bads
Instead of trying to exclude customers who might incline to give you a bad survey rating, actively seek them out.
Each Bad rating is another opportunity to talk openly and honestly with a customer and fix the root of the problem.
What does your customer’s feedback mean to you?
• Who reads it? • What happens with it?
Letting customers know that you actually read their responses will encourage them to openness and they will be forthcoming with their opinions.
Give customers more opportunity to speak upYour customers should never be more than two clicks away from reaching you.
Ask customers for their opinions:- Include one-click feedback screens in your product or app. - Ask them their thoughts when you are talking to them. - Send them follow-up surveys.
Minimise the distance between you and your customer
Avoid making customers jump through hoops to leave feedback.
Respond when they do give feedback
Don’t make your customers feel like they are shouting into a black hole. React and address their concerns.
Take action!
Don’t think of CSAT score as just a number
A CSAT score is the cumulation of feelings of real people.
Do you focus on the number, or the people behind it?
The next time you get the temptation to exclude rating responses, or tell customers that you are only interested in a certain type of feedback, re-evaluate. The CSAT score is just a means to an end.
We pick companies because of their products, but we often leave them because of
theirs service failures.
Matthew Dixon, Nick Toman, Rick Delisi
THE EFFORTLESS EXPERIENCE
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