Customer satisfaction rating (CSAT) is a critical measure of the work your support team does. It's not a be-all-end-all, but it is a very strong way to measure the general health and quality of your team's interactions with your customers. Dips in CSAT can be attributed to a ton of factors; maybe you've gotten a huge surge in tickets and you're struggling to meet demand, maybe a product launch didn't go as planned. Or maybe you just need to do a bit of soft-skills training with a team member. But which is it?
The point is, the critical part of this equation is that you can't fix anything, if you don't know what's wrong. Remember those GI Joe PSAs from the 80s? They taught us a lot of important things (like not to pet strange dogs and to slow down when you're building a tree house) and no lesson was more important than the closing line: now we know... and knowing is half the battle .
So let's go over a few tips so we know what's not working out when our CSAT takes a dip. We take advantage of all of these here at Zendesk Support, and I'd recommend you do too!
- Follow up on your tickets rated 'Bad'! Always ask what you could do better. Almost 50% of bad sats leave some sort of open feedback. Read it, follow up, turn it around. If you're only going to pay attention to one of these tips, make it this one.
- Notify managers when bad CSATs come in. You can easily setup a trigger to notify a manager or group of managers when a ticket received a bad rating. Here's a sample of what that trigger would look like .
- View your score and ratings in the Customer Satisfaction dashboard. This fantastic dashboard enables you to view your overall customer satisfaction score, individual ratings, comments, and satisfaction reasons (if enabled). You can also export your customer satisfaction ratings data for further analysis.
- Give your agents more information about your customers. We've seen that tickets with more back and forth on them have a lower CSAT rating. Making more customer information available to your support teams with CRM integrations, or custom user & organization fields can help your team know more about customers up front. If you can eliminate initial questions on tickets, that leads to faster resolution times and more one-touch ticket solves!
- Compare ticket stats on bad tickets to those rated good. Did your agent provide inaccurate information or were they fantastic but there an issue with resolution time? Look at the ticket holistically. We regularly go through all our bad-rated tickets and categorize them based on the reasons why it seems the ticket was rated the way it was. If it's purely about ticket handling, resolution time, or workflow issues, then those are some great projects to work on going forward.