Spotting customer satisfaction trends
When you have a large amount of customer satisfaction survey data to go through, it can be overwhelming to find trends and make sense of everything. Spotting customer satisfaction trends can be very straightforward, though, once you know where to look. Here are a few of the best ways to find trends in your CSAT data, and use them to propel your company forward.
Use your helpdesk’s reporting tools to study how CSAT has fluctuated
Some helpdesks have outstanding reporting that will allow you to see a visual graph of how your CSAT has changed over the course of a period of time. Take a look at the graph that you have in your helpdesk, and see if there are any trends that you can find that align with product releases or changes.
For example, when you made a large pricing change to your product or service, did your CSAT go up and down? Frequently, customer satisfaction survey graphs and charts will be a surprising timeline of your best (and worst) releases.
- Keep track of CSAT trends over time
- Identify how product or service changes impact CSAT
- Understand how seasonality affects CSAT
Ensure your team has set up the right CSAT targets based on industry-wise and region-wise benchmarks
It would be great if everyone could always have 100% CSAT across the board. But for most industries that is not the standard industry- or region-specific metric. Instead of striving or setting goals around a metric that is unattainable for your team, do some research and determine what you could and should actually be hitting. Not only will this be beneficial for your company to understand where everyone else in a similar industry and region is at, but it will be beneficial to your team by not setting them up against impossible odds that they’ll never reach. It’s demoralizing to be told there’s a goal you have to reach, and not be able to reach it—especially when it’s about something that can be as subjective as customer satisfaction.
Find the correlation between CSAT and your other support metrics
There are often ties between statistics. For example, sometimes teams will notice that as ticket volume goes down, time to first response goes down, and CSAT goes up. Examine your team’s metrics that you currently measure, and see if you can determine what levers can be pulled to lift up CSAT as needed. Once you see what metrics are tied together, you can start to make moves to improve them. For example, in the case above with ticket volume going down and CSAT going up, the team should then think about ways that they can continue to get ticket volume to go down—perhaps by focusing on their documentation, or self-service support.
Improving customer satisfaction ratings
There are a few reasons why it is valuable to improve customer satisfaction ratings:
- Customer satisfaction is so highly correlated with customer loyalty and brand power, it’s in every company’s best interest to want to improve it.
- Increasing CSAT keeps customers around for longer and creates brand advocates.
- Businesses strive to continue growing, following CSAT and improving it allows you to also improve and grow your product.
As a company, you likely have a series of goals and benchmark metrics set for performance. It is highly probable that CSAT is one of those metrics that you are paying close attention to. As soon as customer satisfaction starts to dip, it’s an indication that something could be better either with your product or with your support offering. Here are a few ways that we’ve found to go about improving your CSAT when it starts to drop.
Identify the reasons for your CSAT decline and how you can do better
As soon as you start to notice declines in your customer satisfaction rating, sit down and take a look at what trends you notice. First, examine if there have been any major product changes, shifts in pricing, or ways that your team provides support. If there has been, it is likely that’s the reason for your shift, but you should dig into any comments that you received from customers to confirm.
If that does not lead you to any further identification, the next place to look is in your other metrics. For example, some potential reasons that CSAT may be declining:
- Is handle time growing?
- Is your first contact resolution rate going through the roof?
- Is your ticket quality during peer review dropping?
- Have you recently onboarded many new employees?
All of those can be indicators of issues in your support organization, and they are both often reasons for customer satisfaction survey ratings to start to decline.
Take your time digging to uncover the root cause of the issue, and then you’ll be able to call your whole company’s attention to it and move toward resolution.
Revisit agent training and consider how you can scale your support team
If the issues in customer satisfaction are related to customer support quality rather than a shift in product, it could be valuable to take a look at which specific metrics are causing problems. If it’s something like agent handle time the problem can likely be resolved by scaling your support team or providing better training.
Beyond training and teaching, though, for things like response quality, it can be a good idea to implement process around peer review, or QA to improve customer satisfaction. As you are implementing new processes, ensure that they are scalable and that you will be able to maintain them as your company continues to grow.