Supreme Veritas Limited encourages every service provision organization to comply with ISO 10002 customer satisfaction management system which return back with: Increasing of performance, meet the needs of customers and increase profits It relates to any size or organization that offers products or services to the sector.
What is CSAT and how do you measure it?
Customer satisfaction is an essential ingredient for business success. Here’s how to quantify and track it using the CSAT metric.
What is CSAT?
CSAT is short for customer satisfaction score. It’s a commonly used metric that acts as a key performance indicator for customer service and product quality in all kinds of businesses. While customer satisfaction as an idea is a general one, CSAT is a more defined metric that’s expressed as a percentage. 100% would be fantastic – 0% would be terrible.
How do you measure CSAT?
CSAT is measured through customer feedback. This is gathered via one or more variations of this question:
“How would you rate your overall satisfaction with the [goods/service] you received?”
Respondents use the following 1 to 5 scale:
- Very unsatisfied
- Unsatisfied
- Neutral
- Satisfied
- Very satisfied
The results can be averaged out to give a Composite Customer Satisfaction Score, although CSAT scores are more usually expressed as a percentage scale.
The most common way to elicit feedback is through a customer satisfaction survey, be it a traditional questionnaire, an ident, popup or persistent form on a website, inside an app, via SMS or some other method.
Calculating CSAT
To calculate a CSAT score from your survey data, you’ll use the responses of 4 (satisfied) and 5 (very satisfied). It has been shown that using the two highest values on feedback surveys is the most accurate predictor of customer retention.
To do this calculation you’ll also need to know the total number of responses you’ve received. This number is easy to locate if you’re running your customer feedback program through a centralized platform.
Use this formula to arrive at a percentage score:
(Number of satisfied customers (4 and 5) / Number of survey responses) x 100 = % of satisfied customers
When should you measure CSAT?
So when should you ask customers for feedback on their experience? The answer may depend on what kind of product or service you provide. For discrete interactions, such as a phone call to your contact center, it makes sense to ask for feedback immediately afterward so that the conversation is fresh in the person’s mind.
For an experience that’s going to persist over time, such as a subscription or an item for long-term use like a tool or an item of furniture, you may want to give the customer a little time (days or weeks) before asking for their thoughts, so they can appraise the purchase and see how it performs in different use cases.
Primarily though, CSAT is a “right here, right now” metric that relates to a specific experience rather than an ongoing customer relationship.
You might ask a repeat customer for feedback on more than one occasion (although be sure not to overload the customer with feedback requests, as that can create its own problems).
What is a good CSAT score?
So you’ve implemented a CSAT survey and the results are in. But how do you know if your CSAT score is good? How should you set your expectations?
Benchmarking a CSAT score isn’t an exact science, since every business and product is different, but you can get an idea of what’s typical for your industry using resources like the ACSI (American Customer Service Index), which provides benchmark scores for industries, sectors, brands, and companies.
One thing is certain, however – if your score is moving from lower to higher, you’re doing something right. To track your progress, you should measure CSAT on an ongoing basis by making CSAT a routine part of your customer experience program.
What are the pros and cons of CSAT?
Like all metrics, CSAT is just one piece of the puzzle when it comes to measuring business success. Here’s what you need to know about its capabilities.
Pros of CSAT
It’s easy to measure
CSAT data can be captured in just one question with an easy rating scale format, which is quick and simple to administer across a range of channels.
It’s easy on your customers
Because of its brevity and simplicity, the CSAT question is low effort for customers, which reduces the chances of them burning out on it if you ask multiple times.
It produces user-friendly data
CSAT provides numerical data that’s easy to process and analyze using a variety of statistical tests.
It’s widely known
Because CSAT has become a standard measure, it’s possible to benchmark against other businesses or even use your great score in marketing and promotions.
Cons of CSAT
It relies on self-reporting
Self-report data is famously very vulnerable to bias. Even with something as simple as a CSAT questionnaire, you may get skew in responses depending for example on someone’s mood or life events.
It’s limited in depth and detail
CSAT is a blunt measure of positivity or negativity. It doesn’t capture nuance or granularity in experiences.
It’s a one-person response
CSAT works well when someone has had an individual experience. But what about if they’re responding on behalf of a family, a team, or even a whole business who are using the product or service?
It’s subject to response bias
People who respond to a CSAT request are likely to be those who have had a very positive or very negative experience. People who feel neutral may be less motivated to take the survey.
Supreme Veritas encourages every service provision organization to comply with ISO 10002 customer satisfaction management system which return back with: Increasing of performance, meet the needs of customers and increase profits It relates to any size or organization that offers products or services to the sector.
Organizations can benefit from ISO 10002 they want to prioritize customers, improve processes and system with customer feedback. ISO 10002, as an international standard, sets requirements for customer satisfaction quality management system. This will help organizations to show customers that their processes meet international standards and show commitment to continuous improvement.
ISO 10002 focuses on customer needs, quality and continuous improvement. Simply by improving your processes and performance, your organization can better meet the needs of your customers and fulfill their requirements as a supplier. This creates new business opportunities and increases competitiveness, leading to increased profits.
What you want to know? Organizations that are constantly losing customers have to work hard to get their reputation back. For the private sector, public sector and voluntary organizations; To meet customer expectations has become the most basic reason. Caring for the customer will provide great advantages for competition.
Supreme Veritas will support your company to get Certified with global certification bodies, in order to operate in today’s global economy, quality and customer satisfaction becomes mandatory. Customers are looking for evidence of the quality of the products and services they buy, and are committed to paying for the money they pay for the product or service they purchase. The certificate proves this. By collaborating with Supreme Veritas, you can improve your customer satisfaction quality management systems in order to improve your performance, meet the needs of your customers and increase your business, by making the most of your work with ISO 10002.
