Meaning of CSAT in a Call Center

Businesses and organizations that use call centers in their daily operations need methods for measuring performance. You may have come across the acronym CSAT in relation to customer experience and wondering what it stands for with respect to a call center? For customer relationship management, the CSAT is shorthand for customer satisfaction and is the primary method for determining whether or not customers are pleased with a business's products or services.

CSAT solutions can measure customer satisfaction in a straightforward manner, such as with a simple, direct question, or can involve detailed surveys and follow up questions. Measuring CSAT, however, requires more than just asking questions. To be the most impactful, CSAT should be a broad process that not only asks questions but ensures responsiveness. 

The CSAT Score

Once data about a customer's experience is collected, through various means, analytics tools can convert the information into a useful CSAT score. This performance indicator is often expressed on a scale from 0 to 100 percent. 100 percent would indicate total customer satisfaction, and an ideal if somewhat unlikely goal. To come to this score, surveys might ask a customer to rate, on a scale from one to five, whether or not their concern or issue was completely resolved. Other questions follow, and the total CSAT score is determined from an average of these responses.

Is CSAT effective?

We've all been asked to answer survey questions after a phone support session. How many times have you just hung up at the end of your call? Many call centers use interactive voice response (IVR) to automate customer service satisfaction questions. IVR integrates with many call center solutions, but response rates are often very low, between one and two percent. So, while automation can be useful, it should only be one component of your overall CSAT initiative. CSAT customer satisfaction measurement requires a blend of live questions, automated surveys, follow-up emails, messages, pop-up web windows and objective analysis of agent performance.

Incorporating Additional CSAT Methods into a Call Center

To offset the potential low response rate for IVR customer satisfaction surveys, there are several different methods for collecting customer feedback. Some businesses may find one way fits better with their product or services than other methods. The key is to identify a technique that best encourages participation. All too often, customers don't voice complaints, but instead, simply move on to a competitor. This result is the worst-case scenario for a business as it results in not only a lost customer but a missed opportunity to identify and fix a customer support problem.

An organization's primary goal should be to provide the best customer experience, but also to create a system that reflects reality. Not every transaction will go as planned. People make mistakes, and some customers may be difficult to please. The various CSAT methods can provide insights into your customer support effectiveness.

Incorporating CSAT into a call center requires more than survey responses, and requires a broad view into such factors as average handle time, service level and agent attrition as each of these reflect customer experience. 

Call Center CSAT Solutions

Call center software is one of the best tools for addressing CSAT concerns, such as CSAT customer satisfaction. Whether your organization is a small to mid-sized business or a large enterprise, call center software allows for rich analytics to obtain objective measurements of customer satisfaction and other factors that influence the customer experience. With these solutions, organizations can track agent performance and facilitate the onboarding of new agents while boosting overall contact center efficiency. These tools allow for a holistic approach to customer satisfaction. And when you want to check the pulse of your customers, contact center software enables quality management as part of CSAT solutions.

8x8's Virtual Contact Center provides an agile environment for facilitating customer support, while also incorporating analytics and monitoring tools to ensure optimal customer satisfaction. Your customers are creating a lot of data; use it to your advantage (and your customer's benefit) by leveraging technology. 8x8's solutions use cutting-edge technology, such as elastic search to quickly find essential customer interactions and identify areas of struggle or triumph. After all, customer satisfaction metrics aren't solely about areas in which a company must improve, but can also be ways to identify success stories that can enter the training and coaching fold. 

Call centers rely on their technology to empower them to be as productive as possible. With 8x8's Virtual Contact Center you get world-class technology and everything your call center needs in one place. Call 1-866-879-8647 or fill out an online form to request a no-obligation quote from an 8x8 product specialist.

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