We will discuss the ways to organize and prepare the surveys for the customers later. Now, let's cover some details that are not obvious.
When to ask?
The feedbacks on the support performance (CSAT) should be reviewed quickly, while the emotions are fresh and there is a chance to deal with a dissatisfied customer. The request to provide a feedback should be sent no later than in 8 hours after the issue has been resolved and the customer has confirmed he had no questions left (within 1 working day), and even better – immediately. If the support is provided through a live chat, it is better to send a survey through a live chat also, and not via email.
Customers evaluate the product, not the support
That is the reason we distinguish NPS from CSAT. As I mentioned before, do not hesitate to exclude any survey that relates to the product from CSAT.
In addition to the option to rate the customer support experience, the customer should be able to leave a feedback, and the comments section should be obvious. Periodically, review the comments and react on them: not only to the claims or negative feedbacks, but also pay attention to the extremely positive comments.
Experiment on the question and answer forms
As soon as you notice that the customers do not participate in the survey actively, do not stumble – change the wording in the question, edit the answer choices. Often, the questions get more attention than the answers, and it is not fair. Even the effective classical form of "emoticon + description" can have number of variations. For example, replace "Average" with "Ok", "Good" with "Excellent", "Bad" with "Terrible", "Excellent" with "Super" and so on. After every change, review the statistics.
What is a good score?
At the end of the month, when you collect the very first of statistics, you may have a question – what do I do now? So, 90% of customers are happy. Is it good? Is it enough? What about 96%? or 89%?
It is hard to say which score is to be desired and encouraged as the companies and the customers are different. No one is able to say what your ideal score is. Obviously, the closer it is to 100%, the better, but it is better to define your own gradation of the scores. For example, the daily score today is 98-99% of satisfied customers, and the bonuses are given to the customer service department once the score of 96% is achieved. If you ask me why, I will not be able to answer. The best way to set the goals is to look at the companies that you respect and like. Find out how happy their customers are, and set your own satisfaction level bar.
Like vs. Dislike
Do not use CSAT with only two options of answer (bad-good, like-dislike). These answers are too broad, and you risk getting the overstated scores because the customers who feels more like "it's ok" will rarely choose "bad" as the answer. Thus, you may miss the fact that some customers have troubles.