How Measuring Customer Satisfaction Impacts Your Business

Customer satisfaction score (CSAT) is an important metric to measure how your customers feel about your service. If you aren’t measuring CSAT, you can never really be sure how your customers feel about you. This gap in data can be blissful ignorance to a raging fire that will lead to customer churn, or you are unaware of the raving fans you’ve built with your service. Either way it’s important to know this truth.

If you’re clients are happy you can use Simplesat’s social proof promotion tool to advertise the love you are getting from your clients.

Publish feedback right to your website

Also, it’s important to maintain that level of service and know when you’re slipping so you have the chance to make a few saves and win back the confidence of your customers.

Real-time specific feedback

If there is a raging fire of disappointment in your service you’re better off knowing that early, so you can understand the specific points of contention. If someone says, “your service sucks.” This isn’t really helpful. Especially if they tell you this as justification for why they are canceling your service! Feedback like:

• “It took too long for someone to get back to me.”
• “The issue wasn’t fixed and you closed the ticket.”
• “Fred was not very friendly and didn’t answer my question.”

Each of these sting in different ways, but they are also breadcrumbs that lead you to solve issues in your service. Sometimes it’s a process issue, a communication issue, or a people issue. The specific feedback creates the opportunity for you to acknowledge the individual complaint and take corrective steps to reduce the likelihood of the issue recurring.

Dealing with a negative survey score

Ultimately an upset customer wants to be acknowledged. If someone logs a complaint in your CSAT system, like Simplesat, the system will generate a notice.

Email notification of a negative survey in Simplesat

Someone can then call that person and apologize for the service issue, hear them out, make any available remediation on the spot and acknowledge that you take their feedback seriously and will do better in the future.

Keep the feedback flywheel spinning

If people recognize that you take their feedback seriously and you provide proof of action through future behavior it will build their trust in you as a service provider. It will also encourages them to provide additional feedback. Both positive and negative. In many cases, I have found that the most vocal detractors can be won over to be your most vocal advocates. They simply need to be acknowledged and supported.

Real life example of CSAT rollout

Here is a real example of feedback from Theresa Kent of Providence Consulting, who implemented Simplesat. She was blown away by the power of the real-time data that Simplesat provided her and her team.

“We are getting back some customer satisfaction data! This data is BEYOND valuable as it is real-time, real scenario feedback. The amount of responses we have received has surpassed our initial expectations. This is great because this tells us that our clients truly want to let Providence know how we are doing.
As you can see, this is where we are after just a few short weeks. What good looks like to Providenceis having a satisfaction rate of >90%. We are there, but barely. It only took 1 neutral and 1 negative rating to have us drop almost 10%. Based on the comments that have come with the positive ratings though, I know this will shoot right back up! Keep up the amazing work—it shows and the proof really is in the pudding.”

Theresa Kent | Customer Success Manager
Providence Consulting