Customer satisfaction surveys aim at overcoming the challenges faced by businesses in their attempt to achieve high levels of customer satisfaction. It provides a concrete mechanism to collect the perception and expectation of customers regarding the product/service, its delivery and the company as a whole; and can provide organisations with areas to focus their energy and efforts on.
What is a CSAT survey
CSAT survey is an abbreviation for Customer Satisfaction survey. CSAT is a measure of how satisfied customers are with a company’s products or services. The CSAT survey score can indicate the level of satisfaction with a product or service. Customer satisfaction is a metric and the baseline score is marked by internal benchmarking of the organisation.
Why is it important to conduct a CSAT survey
From an organisation view point: CSAT survey ratings can be important for an organisation as these can often be a clear indication to improve the service/product parameters. If the CSAT ratings are positive for certain areas or functions of an organisation, then this provides an opportunity to the organisation to understand the leading industry practices in these areas and adopt the relevant practices in other areas/functions. CSAT also involves capturing qualitative feedback about the product/service from the customers. This qualitative feedback, if used in the right manner, could become one of the vital inputs for the organisation to modify or update the product/service in order to better address the requirements and sentiments of their customers.
From a customer view point: When it comes to customer satisfaction survey from the view of the customers, CSAT survey provides a channel to provide feedback on the product/service they are availing from the organisation. In some cases where the customers are unhappy, CSAT surveys also provides a channel to express frustration which otherwise could take an escalated path of publishing in social media and portals.
Methods to collect CSAT survey responses
There are various methods to collect responses for CSAT surveys. It could vary from collecting face to face feedback to using various tools and technology. Below listed are some of the methods used to collect feedback using various tools:
Asking the right questions to the right audience at the right time through a right method would help an organisation to understand the customer satisfaction levels and then improve their product/service based on feedback
Customer satisfaction survey (CSAT) enablers
KPMG key differentiators
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