Using customer satisfaction ratings

 

Your customers can provide feedback about their support experience by rating their solved tickets. Agents are not allowed to rate tickets, even if they are the ticket requester.

When you enable customer satisfaction ratings, by default, end-users receive an email 24 hours after the ticket has been set to solved that asks them to briefly evaluate their experience, as shown here:

The survey is designed to maximize the response rate by being quick and simple while also gathering the essential data: a positive or negative rating. Customers can also provide a comment if they want.

Customer satisfaction rating is available for Regular, Plus, and Enterprise. You must be an administrator to enable customer satisfaction ratings.

This article contains the following sections:

For tips, check out our community tips for customer satisfaction.

Understanding the end-user experience

End-users do not have to be logged in to rate their tickets. Clicking a response link in the email opens a temporary URL to the ticket and prompts the end-user to rate the ticket and add a comment if they'd like, as shown here:

In this example, the end-user clicked the 'Good, I'm satisfied' link so the Good button is shaded green to indicate that it is the selected rating. A comment can be added and the rating can be changed.

The temporary survey link only works once, so end-users can't click it again from the email to change their rating; however, they can change their rating while logged in to the Web portal or Help Center. For the Help Center, the rating prompt appears on tickets for which the Ticket Satisfaction is set to Offered by an automation or trigger. For more information, see Understanding how the survey request is sent. Your end-users can rate tickets without logging in or when they are logged in.

Ratings can be changed until the ticket is closed.

Additionally, the following rules apply to end-users when using satisfaction rating:
  • End-users cannot opt-out of receiving survey requests.
  • Satisfaction rating is per ticket, not per customer. End-users receive a survey request for each of their tickets that are solved.

When and how end-users are asked for a satisfaction rating through email is customizable. You can set a time other than the default 24 hours later for to send the email. You can also add the survey request in the email that customers receive when a an agent marks a ticket as solved instead. You can also use business rules to be more selective about (include or exclude) which tickets generate the survey request.

Understanding how the survey request is sent

When you enable customer satisfaction rating (see Enabling customer satisfaction rating), a system-generated automation called Request customer satisfaction rating is added to your Zendesk. This automation sends the survey email 24 hours after the ticket is solved. You can of course customize this.

The email body in the automation uses a placeholder called {{satisfaction.rating_section}} to insert the survey question into the message, as shown here:
Hello {{ticket.requester.name}}, 

We'd love to hear what you think of our customer service. Please take a moment to answer one simple question below:
 
{{satisfaction.rating_section}} 

Here's a reminder of what your ticket was about: {{ticket-of-leave_formatted}}

When customers receive the email, they simply click either the Good or Bad links and follow the steps described above.

For more details about the automation, see Customer satisfaction rating automation.

Note: As noted above, the survey is sent when the ticket is set to Solved. It's possible to use a different status in the automation, such as Pending, but the ticket would have had to be set to Solved at least once before.

About the Request Customer Satisfaction Rating automation

The customer satisfaction rating automation, Request customer satisfaction rating (System Automation), sends the survey request email 24 hours after a ticket has been solved.

Note: It's important to understand that this automation fires at 24 hours after the ticket is set to solved. The condition statement is Hours since solved is 24 not Hours since solved greater than 24. This means that when you first enable customer satisfaction rating, none of the tickets that have been solved for more than 24 hours will generate a survey email to the requester. You can change this of course.
You'll notice that there's a Ticket Satisfaction condition as well. This condition has the following values:
  • Unoffered means that the survey has not previously been sent
  • Offered means that the survey has already been sent
  • Bad is the requester's negative rating
  • Bad with comment is the requester's negative rating with their comment
  • Good is the requester's positive rating
  • Good with comment is the requester's positive rating with their comment

The unoffered value is used here because we only want to send the survey for tickets that have not already been rated.

The automation actions send the survey request email to the requester.

The {{satisfaction.rating_section}} placeholder contains the rating question and answer links. You can modify the surrounding message as needed. And as always, a canceling action is used to complete the automation; ticket satisfaction is set to offered to requester.

This automation can be modified to exclude tickets using many different criterion. For example, you might not want surveys sent for tickets assigned to a certain group or from a certain organization or for tickets containing certain tags.

Understanding how agents receive the customer satisfaction rating feedback

The results of customer satisfaction rating are shown in your Zendesk, in the agent's dashboard, and in a view called Rated tickets from the last 7 days.

Agents see, in their dashboard (when they click the Home icon () in the sidebar), the number of good and bad tickets for the last week and the overall satisfaction rating for the agent and all of the agents in your Zendesk over the last 60 days (including the current day).

Zendesk Classic: You must have the agent dashboard enabled to see the customer satisfaction ratings. An administrator can do this on the Agents settings page.

The calculation of the overall satisfaction rating uses the following simple formula:

This means that the score is an average of the total positive ratings from the past 60 days. An agent with a score of 90% means that over the past 60 days, 90% of the ratings they received were positive.

Agents, groups, and the account all have scores. The overall account score (in the example above, 93%) is the average for all agents in your Zendesk. The two ratings provide feedback about individual performance and the average performance of all agents.

Note: An overall rating score will not be shown until 30 tickets are rated. This applies at the agent, group, and account levels. This means that an agent needs 30 ratings, a group (all agents within the group) needs 30 ratings, and the account (all the agents in your Zendesk account) needs 30 ratings.

The new view (Rated tickets from the last 7 days) gives you a quick overview of the rating activity, with a Satisfaction column containing both Good and Bad ratings. You can of course clone and modify this view or create your own.

The following rules apply to agents when using customer satisfaction rating:
  • Agents cannot rate tickets.
  • All agents see their ratings in their dashboard. This feature is enabled at the account level and applies to all agents in your Zendesk. You cannot exclude individual agents from receiving ratings on the tickets they are assigned to.

Additionally, ratings cannot be moderated. All ratings are shown.

Enabling customer satisfaction rating

By default, customer satisfaction rating is disabled. It can be enabled by an administrator.

To enable customer satisfaction rating
  1. Click the Admin icon () in the sidebar, then select Customers.
    Zendesk Classic: Select the Settings menu, then select End-users.
  2. Select the Satisfaction tab.
  3. Select Allow customers to rate tickets.
  4. Click Save tab.

Your Zendesk is now set up to send your end-users the customer satisfaction rating email. Enabling this also creates a new automation called Request customer satisfaction rating (System Automation) and a view called Rated tickets from the last 7 days. Both can be modified as needed to suit your workflow.

Using a trigger instead of the automation

Rather than use the automation to send the survey, you can deactivate it and use the {{satisfaction.rating_section}} placeholder in a trigger instead. You'd most likely add the survey request to your 'solved' trigger. The default 'solved' trigger in Zendesk is called Notify requester of solved request.

All you have to do is add the {{satisfaction.rating_section}} placeholder to the email body, as in this example:
Your request (#{{ticket.id}}) has been deemed solved.

To review, comment and reopen the request, follow the link below:
http://{{ticket.url}}

We'd love to hear what you think of our customer service. Please take a moment to answer one simple question below:
 
{{satisfaction.rating_section}} 

{{ticket.comments_formatted}}

You'll also want to add the following action to your trigger to indicate that you have offered the requester the opportunity to rate the ticket.

Using the solved trigger for the survey request means one less email to the end-user, if that's a concern for you. Using the automation and a separate email may yield better results because it is the focus of the email, not just an addition to the solved email.

Note: Rating a ticket does not change its status; it's not reopened or in any other way modified aside from capturing the rating.
Tip: Joe Tinter shows you how to set up a trigger to send a survey for re-evaluation after you've followed up with a customer who left a bad rating! Check it out in Community Tips.

Using customer satisfaction rating placeholders

Aside from the placeholder mentioned above, {{satisfaction.rating_section}}, the customer satisfaction rating feature adds four other related placeholders. All of these placeholders can be used in various ways and are described in the following table.
Table 1. Customer satisfaction rating placeholders
PlaceholderDescription
{{satisfaction.rating_section}} A formatted block of text prompting the user to rate satisfaction.

{{satisfaction.current_rating}} The text value of the current satisfaction rating, either Good or Bad.
{{satisfaction.positive_rating_url}} A URL to rate the support positively.
{{satisfaction.negative_rating_url}} A URL to rate the support negatively.
{{satisfaction.rating_url}} A URL to rate the support (positive or negative are not pre-selected).
{{satisfaction.current_comment}} The comment that the user added when rating the ticket.

Reporting on customer satisfaction

Both the standard reporting and Insights provide support for ticket satisfaction rating.

In the standard reporting, you can use the Ticket Satisfaction condition to create a report that displays statistics for tickets rated good and bad, as in the following example. You can also add groups, organizations, specific assignees, and so on.

If you are on Plus or Enterprise, you can use the Insights dashboard to view prebuilt Satisfaction reports. For more information, see Using prebuilt reports.

Tip: Avi Warner shares fives tips for improving your CSAT ratings. Check it out in Community Tips.
Have more questions? Submit a request

Comments

  • Avatar
    Justin Ruffell-Ward

    This is a really useful feature but it's a great shame I can't export the 'comments' users leave. If you feel the same add your interest to this feature request:https://support.zendesk.com/entries/20134048-view-export-satisfaction-comments

  • Avatar
    Dimitra

    I agree that I would like to be able to export the comments left by users when they rate their satisfaction.

  • Avatar
    Jose María Alconchel

    Si yo también creo que debería implementarse el report de esta funcionalidad con los comentarios.... A la hora de presentar resultados a jefes y gerentes ayuda mucho...

     

    Espero que lo incluyáis pronto...

  • Avatar
    Dylan

    This is a super cool feature.  These one time use links that are generated for the users are very interesting.  I would LOVE to have these available for tickets so that my clients don't have to remember their login ID and password everything I send them an email notification.  Is there some way of turning this feature on for ticket notification URL's?

     

  • Avatar
    Destry Coursey

    this is a great start but i need yhe tool to have more options that just good bad, good is fine but if the customer is not satisfied it would be usful to know where the improvment needs to be made to achive satisfaction can this be customized?

  • Avatar
    dan

    agreed

  • Avatar
    Tim Strawbridge (eCargo)

    Instead of sending a separate email requesting customer satisfaction rating could we simply imbed the request and link in the footer of the Solved email notification? That way customers can rate us if they like, or ignore it without getting bombarded with another email after the ticket is solved. It's also important that the customer can do this without having to login to Zendesk.

  • Avatar
    Anton de Young

    Tim,

    Yes. That's covered above in Use a trigger instead of the automation.

  • Avatar
    Tim Strawbridge (eCargo)

    Thanks Anton, sorry I speed read that part and thought it was still triggering a separate email. Works perfectly now.

  • Avatar
    sun

    We've additionally created a view to list tickets with their satisfaction grouped by response.

    Using the satisfaction feature over the past weeks, we've noticed that there's a considerable amount of tickets for which the "Satisfaction" value remains "Unoffered".  On a rough average (quick interpretation, not hard facts), around 5% remain as "Unoffered".

    We did not change or customize the default automation.

    Are there any non-obvious internal conditions in Zendesk that prevent the satisfaction rating to be offered?

  • Avatar
    Anton de Young

    sun,

    If you've haven't already, can you submit a support request? 

  • Avatar
    sun

    The issue reported in July didn't occur anymore recently.

  • Avatar
    Leonie Theißen

    We have German and Enlish speaking customers and we use the trigger instead of the automation.

    But the placeholder {{satisfaction.rating_section}} only creates an English question and English answers (good or bad). However, when I click on the link as a German customer, the rating appears in German.

    How can I create a German "how would you rate the..."?

  • Avatar
    Anton de Young

    L Theissen,

    Thanks for the comment. However, I'm going to need to kick this over to the Product Manager for this feature to get you an answer. We'll get back to you soon. 

  • Avatar
    Andreia Xavier Hediger

    We also would like to be able to send the survey in different languages.

  • Avatar
    Max McCal

    Hi, Andreia -

    The Customer Satisfaction survey was fully internationalized in June. Now the satisfaction survey section itself will be translated to match the language requested by the user.

    Only that section will be automatically translated, however. In order to handle the remaining text of the email, you will either need to create separate automations that cater to each individual language or use Liquid markup to create a single multi-purpose automation, as described in this article:  http://bit.ly/k137Rd.

    Let us know if anything I've described isn't working! 

  • Avatar
    Josh

    How can I see all my agents ticket ratings in one report?

  • Avatar
    Max McCal

    Hi, Josh -

    This would depend a bit on what exactly you'd like to see. You can read more about building reports and how to construct the right conditions for these in this article: http://bit.ly/rl9Td6

    Essentially, just set the right conditions up in the data series you create so you can see all rated tickets. You can even export a CSV file containing the data in the report. If you have questions on building this report, I recommend sending our support team an email at support@zendesk.com

  • Avatar
    Christopher Gilene

    Is there a way to allow agents to rate tickets that they created? It may sound odd, but in our system, Agents can actually create tickets that can be solved by agents in other groups. We would like to track this satisfaction data as well.

  • Avatar
    Christopher Gilene

    Alternatively, is there a way to make sure that requesters who are agents don't GET the survey. If they are restricted from providing feedback, I don't want them to receive the email.

     

  • Avatar
    Max McCal

    Hi, Christopher -

    Agents aren't able to rate tickets, and there's no way to alter that as of now. Generally the surest ways to assure that agents don't receive these notifications are by Organization or User Tags. If all of your agents are in one organization you can add a condition to your satisfaction automation which states [Organization] [Is not] [xyz]; Where you'd add the name of that organization. If you have end users in the same Organization as your agents, you can instead use a user tag on each agent as a condition in the same manner. 

  • Avatar
    Noah Barnett

    Is it possible to change the question in the survey to a scaled (0-10) or anything?

  • Avatar
    Max McCal

    Hi, Noah -

    In our design of this feature, we concluded that it was easier to act on information gained from this binary good or bad question, and also that it increased response rate. We don't offer a feature for a more complex rating system, but you can look into one of our survey integrations like SurveyGizmo or SurveyMonkey if you're interested in something with a scale, rather than a simple choice. 

  • Avatar
    Byron Patrick

    Is there any chance of having 3 categories?  Good, Fair, Bad.

    Ive followed up with customers that never responded and the reason they don't respond is because they are satisfied with the completion of the ticket but not completely happy with it.  However they don't want to rate it as bad, because the ultimate conclusion was good.  Its splitting hairs but the lack of an in-between is resulting in fewer responses from our customers.  Thanks! 

  • Avatar
    Jay Fleming

    If I have a customer who is never happy. Just his personality and has a large amount of open tickets is there away to make sure he does not receive a survey. He just totally screws the average?

  • Avatar
    Jay Fleming

    Iterestingly enough after I posted the last question I had a customer say that he would rather receive qtr survey questions.

    So is there way to opt out of the surveys?

  • Avatar
    Owen Pickford

    You can add a tag to your customer's profile and that tag will automatically be added to the tickets in which they are the requester.  Then in the trigger or automation, indicate that the sat survey will be only sent when that tag is not present.

  • Avatar
    Jay Fleming

    I will give it a try. Thanks Owen!

  • Avatar
    Max McCal

    Hey, Jay -

    Just to make it official, that's the suggestion Zendesk would recommend as well. User tags should be automatically applied to all tickets for which a user is the requester, and if you apply a condition [Tags] [Contains none of the following] [*your custom tag*], that user should never receive the survey. You can add this tag to any individual or to whole organizations if there's a particular company you want to exclude from surveys.

  • Avatar
    Zoltan Radnai

    Hi Anton, Guys, 

    I set up the trigger to send the satisfaction request email as suggested here. However I noticed that our Good Data graph of response rate to this is on 100% this does not match with the related Zendesk reports. So I reached out to Good Data support. They said that the satisfaction rating is actually never "offered" which is the trigger for Good Data to measure the response rate. In this article you don't say that we have to add the condition "ticket satisfaction is offered to requester" to the "solved" trigger. Note: this condition ends the Automation version.  Is it possible that we don't get the right numbers in GD because we haven't added this condition to the trigger?  

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