CSAT (Customer SATisfaction) is a key metric to measure customer satisfaction with a product, a service or a company in general. It is a very valuable metric for a company's customer service, yet it is difficult to collect in practice. Reecall explains the importance of CSAT for companies and how virtual agents (artificial intelligence) make it easier for customer services to measure it today. For more information on customer service automation, check out our white paper: Customer Service Automation and Virtual Agents.
CSAT harvesting, a headache for companies
If the CSAT score is a very simple metric to calculate, its collection is a real headache for companies. Indeed, the response rate is often low due to the strategies implemented by customer services. Even in the ranks of companies that closely track CSAT, it is estimated that less than 10% of customers respond.
This measurement difficulty prevents companies from having a meaningful view of their customers' satisfaction, since a large part of the customer base does not respond. They are therefore unable to make relevant decisions that will improve customer satisfaction.
How is the CSAT calculated?
The CSAT score is calculated by dividing the sum of positive responses (satisfied and very satisfied customers) by the total number of responses. For example, if you have collected a total of 30 responses from customers, of which 15 are satisfied or very satisfied with your services, the CSAT score will be :
- 15 ÷ 30 = 0,5.
Customer satisfaction measured with the CSAT method is expressed as a percentage. The result is multiplied by 100 to find the customer satisfaction rate. In the example above, the CSAT score is 50%. This means that 1 out of 2 customers had a good experience with the company.
In general, a customer satisfaction score of 75% or higher is considered positive.
What is the importance of CSAT for a company?
CSAT is one of the most popular metrics that companies use to assess the quality of the customer experience. It has 3 main purposes.
Learn more about your customers
CSAT measurement allows your company to collect valuable data about your customers. You can more easily know who your customers are, what their major concerns are, and how best to satisfy them. This information, collected automatically through dedicated tools, can then be combined with other elements to make strategic decisions about the customer experience.
Identify and meet your customers' expectations
Unmet customer expectations are often the main cause of dissatisfaction with a product or service. Collecting CSAT makes it easier for your company to identify what your customers really want. The collection of CSAT data can be done in relation to specific elements that will allow you to have very precise information on the expectations of your customers. You will then be able to decide if and how to meet their expectations.
Improve the shopping experience for your customers
With a properly targeted CSAT collection, your company can identify the weak points of its sales, innovation and customer relationship management strategies. Based on this information, you can improve the customer experience and optimize the buying journey. These elements will then contribute to customer loyalty and to strengthening your brand image.
CSAT, virtual agents change the game
With the advent of artificial intelligence, there are more and more solutions to boost interactions between companies and their customers. Among these are virtual agents that support customer service automation and more specifically automated CSAT collection.
A virtual agent based on artificial intelligence technology (conversational AI) is able to automatically trigger the collection of satisfaction following an interaction with a customer. With this method, the volume of responses the company collects is tripled. This gives you more meaningful data to analyze customer satisfaction and make relevant strategic decisions. The virtual agent also aggregates and calculates your CSAT score in real time.
Automated CSAT harvesting is performed independently of who handled the call: the virtual agent or a human.
Reecall, a virtual solution to boost customer relations
The Reecall product is a virtual agent developed to assist companies struggling to manage the flow of inbound calls received by their customer service department. This conversational AI-based virtual agent is able to respond directly (in natural language) and autonomously to basic customer concerns. The automated switchboard handles calls without keeping customers waiting and can also transfer them to a human advisor when a request is complex.
In addition to its high responsiveness, Reecall is available 24/7, which allows it to significantly improve customer service productivity. With this virtual agent, you can handle more requests without incurring additional staffing costs.
The benefits of Reecall go beyond simple support automation. The virtual agent automates the collection of customer satisfaction data. At the end of each incoming call, a scenario is triggered to collect the customer's satisfaction score. You have the possibility to create your own scenarios that will be triggered according to the answers to not leave a customer unsatisfied.
The Reecall virtual agent can be used in any industry by any company, regardless of size. If you are a customer success manager (CSM), customer relationship manager or business leader, you can choose Reecall to automate your CSAT harvest. This AI-based virtual agent will help you increase your customer service responsiveness and improve customer satisfaction. Don't hesitate to request a demo before you start.
