5 rules for scoring high CSAT in customer satisfaction surveys

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The CSAT or customer satisfaction plays pivotal role in the growth of a BPO. The CSAT accumulation is a process of gathering information through customer survey wherein a customer provides ratings to call center executive on the basis of the performance of the same professionals. With this customer satisfaction survey form, a BPO company can monitor, gauge and analyze the performance, communication skill, rate of conversion and problem solving or troubleshooting efficiency as well as the domain expertise of call center executives. At the same time, overall CSAT scores of calls help establish the popularity and leadership of the company in the industry.
Now, here is the truth. The procedure and practice of conducting customer satisfaction surveys of many BPO companies are flawed that they fail in scoring well in CSAT surveys even though they deliver satisfactory service or products. Here are five ground rules to capture good customer feedback through surveys and score high CSAT:

1.  Too frequent CSAT surveys

It is important to conduct customer satisfaction surveys as often as required but surveying too often will force your customers away. Experts recommend BPO companies that they should aim to survey around 25 percent of their customers in every quarter instead of conducting only annual surveys. Thus, companies can get timely response and feedback from customers without overloading customers with too many surveys. BPO companies should not pop up too many questions, that customers feel compelled to ignore survey requests.

2.  Create a customer-friendly CSAT survey form

Create a customer-friendly customer satisfaction survey form that they find to easy to access and respond. Once you have created the questionnaire, revise and obliterate ambiguous questions that customers may not understand. Include variety of options such as multiple choices, yes/no, agree/disagree, range of satisfaction, range of ratings among others.

3.  How to reach a customer with a survey form

Many customers find customer satisfaction surveys through telephone untimely, tiresome and obligatory. Hence, they might be repellent toward customer satisfaction surveys and resist answering. Thus, you may increase the chance of losing points on CSAT. Instead of engaging customers in lengthy telephonic surveys, mail them the questionnaire and ask your customers to complete and send in their convenient time. With this flexibility of time and space, customers would love to respond to surveys.

4.  Don’t burden customers with too many questions

If you are driving back your customers to offer you constructive or positive feedbacks, you might need to evaluate the number of questions the customer satisfaction survey consists of. Do not burden your customers with too many questions as higher count of questions may scare off your customers from answering. Hence, BPO companies must stick to a survey of 10 to 15 and narrow down upon limited areas and focus on those points whole creating the survey. Thus, BPO companies can focus on analyzing progress of call center executives on specific domains or skill set.

5.  Select words and questions carefully

Make sure you have chosen words and questions of the survey carefully as each wording lays a distinct impact on customers. Customer satisfaction surveys must clearly articulate your points and must enable you to gather data in improving your executive’s efficiency, your products or services. Include questions which will ask your customers what they like the most about services and products, extract some specific data on the basis of parameters of quality and also ask them what they did not like about the service/products and call center executives in CSAT surveys.
Once a BPO company collects all the requisite feedback and data required from customer satisfaction surveys, it should use the data to improve CSAT. BPO companies should focus on fixing areas which customers complained about, conduct training programs to improve executives’ proficiency and investigate issues raised by customers.

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