Being able to unearth points of friction and success within your customer journey is an invaluable marketing insight. Knowing when and why these moments occur not only allows you to act on them quickly, but it is also helps you to further understand what motivates your customers and more importantly: what they expect from you. One of the most effective ways to fuel this learning is the implementation of a CSAT (customer satisfaction) programme.
CSAT programmes and metrics help businesses to see how products and services measure up to customers’ expectations and needs. This helps to determine where businesses may be falling short in their customer experience. The introduction of a flexible and intelligent CSAT programme allows for consistent customer learning regarding these expectations. This learning can then be utilised in numerous areas; customer service, sale propositions, onboarding, offboarding etc.
Our work with a long-standing client is a perfect example of how CSAT programmes can be instrumental in creating successful long-term relationships with customers. Our client offers emergency plumbing, central heating, drainage, and home emergency services to homeowners and businesses across the South East of England.
Our client wanted to implement a system to help close any gaps that were present within their customer journeys and services. Particularly, they wanted feedback from engineering appointments and repairs.
The first step within this process was to determine what was required to carry out an effective and timely CSAT programme, as well as predicting what learning we could expect from the process. This was quickly followed by the creation and implementation of a MARTECH (marketing technology) solution that would provide the NPS (Net Promoter Score) reporting from customers.
This MARTECH solution captures the sentiment from customers, using an 0-10 NPS scale, to determine how their appointment went and if their expectations were met. This solution uses API (Application Programming Interface) functionality to pull live data from our clients CRM on an hourly basis. This information is then automatically sent to Qualtrics (leading insight solutions provider) where SMS messages and emails are triggered to gather the NPS insights from the customer. Along with the NPS insights the solution also collects broader verbatim CSAT information from customers to highlight any customer journey gaps that NPS does not cover.
All this information is then sent to a Qualtrics dashboard we created. This dashboard is utilised by their Customer Service Director to carry out engineering reviews and to highlight any new trends or concerns. The information is separated into easily digestible and visual formats to save them from digging through all the NPS and CSAT data.
The Results of an Organised CSAT Programme
From the implementation of this CSAT programme, and the attached learning, our client saw a 50% reduction in the number of customer service cases raised. They also saw their case resolution time decrease by 75%. This is all from a 44% completion rate of the survey.
Furthermore, with the learning and analysis generated by this CSAT programme our client developed an early warning system for customer issues, allowing them to fix friction points before they appeared in some cases.
As a result of this CSAT process we also carried out a weekly customer satisfaction session with our client. Here we reviewed insights, developed new programmes, and tackled any individual situations that may stray from the usual trends uncovered by the CSAT programme. All of these actions were directed by the continued learning that we received from the ongoing data collection.
The creation and implementation of a well structured CSAT programme gives your business the ability to learn and adjust to customer expectations, while also having a long shelf-life. In the case of this particular client, it allowed them to refine their customer experience while also familiarising themselves with the functionality and potential of automated programmes. The CSAT structure put in place not only informs their present actions, but it also forms a basis of learning that can be translated to numerous areas of the business.
Interested in unlocking the potential of CSAT and NPS, reach out to us here to find out how we can help your business.