Customer satisfaction, otherwise known as CSat (when referring to the contact center), indicates overall customer happiness. If your business is experiencing low customer satisfaction scores you might be left scratching your head and asking “Why?” In fact, a recent report by Indiana University’s Kelley School of Business revealed that a wide cross-section of industries often overestimate their customers’ satisfaction. This leads them to rely on unrealistic expectations when making marketing decisions and allocating resources to address marketplace issues.
Neil A. Morgan, professor at Indiana University’s Kelley School of Business says,
There are customer satisfaction problems that are not being solved, because managers don’t know or don’t believe that they exist. Even if they did, they try fixing the wrong things.
That’s why it’s important to not only ask customers “if” they are happy, but “why” they feel the way they do.
Fonolo’s latest whitepaper, The Contact Center Playbook for Improving Customer Satisfaction tackles the issue of measuring customer satisfaction more accurately by using targeted metrics such as Net Promoter Score and Customer Effort Score. Asking for more customer feedback in conjunction with CSat surveys is an important way to pinpoint the not so obvious issues affecting the customer experience.
If you’ve never heard of NPS or CES before, or don’t understand how these metrics can help you with customer satisfaction, be sure to download The Contact Playbook for Improving Customer Satisfaction.
Inside you’ll find:
- What is CSat, NPS, and CES (and how they work together)
- Understanding Industry Benchmarks
- Making the Most of Customer Feedback
- Know What Makes Customers Tick
- Plus So Much More!