Improving customer satisfaction (CSAT) scores in the contact center means the contact center and its agents are giving customers what they need and want, whether that’s quick assistance or genuine interactions. Because CSAT scores can tell a brand how well its contact center performs, contact centers need to incorporate strategies that improve service quality and, in turn, boost their CSAT scores.

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In this article:

• What are CSAT scores?
• 5 ways to improve CSAT scores in contact centers
• Gather and analyze the right data to improve customer satisfaction
• Frequently asked questions

In this guide, we’ll discuss CSAT scores and review five proven strategies for improving customer satisfaction in the contact center.

What are CSAT scores?

Customer satisfaction score, also known as CSAT, measures how satisfied customers are with a brand’s customer support, services, products, or the brand as a whole. CSAT scores range from 0 to 100, with 100 indicating the highest satisfaction. The average CSAT score ranges from 75% to 85%.

Customer satisfaction in the U.S. dropped to a score of 73.2 out of 100 in early 2022, its lowest point in 17 years.

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Usually, brands gather CSAT scores from quick surveys they might send a customer after purchasing something or interacting with the brand. For example, if a customer contacts a company’s call center to request a refund, the support team might send a follow-up survey by email asking the customer to rate their experience based on the help they received.

5 ways to improve CSAT scores in contact centers

Try implementing these strategies in your contact center to work toward better CSAT scores.

1. Be proactive about meeting customer needs

When you address customers before they decide to reach out to your contact center, you show that the business cares about what they think and need. Thanks to efficient and proactive interactions, customers won’t need to exert much effort to share their thoughts and resolve any problems quickly. Proactive customer service might include:

• Offering self-service resources, like FAQs, an extensive knowledge base, or a chatbot that answers common questions.
• Personalized check-ins from agents to make sure customers have everything they need to get started with a product or service.
• Product or service update emails to notify customers about feature rollouts, upcoming changes, or downtime schedules for maintenance.

2. Keep surveys short

SurveyMonkey data shows that about half of all surveys made on the platform have just 12 or fewer questions. Customers are more willing to complete a survey if it takes them only a few seconds to finish. Short surveys also reduce survey fatigue and, therefore, can lead to higher-quality responses.

If you want the highest completion rates for the most accurate data about customer satisfaction, it’s best to keep CSAT surveys as short as possible. In many cases, this means just one question, like “How satisfied are you with your service today?”

3. Work on first-call resolution

Your first-call resolution rate (FCR) measures how many customers get their issues resolved the first time they contact support for that issue. A high FCR means the majority of customers can get help without follow-up or additional support. It’s safe to say that most customers expect this to be the case when they contact support, so improving FCR can lead to better customer satisfaction.

Support teams can increase FCR by using call center software that streamlines workflows, optimizes call routing, and gathers and analyzes customer data so agents can address repeat issues proactively.

4. Solve problems noted by detractors

Detractors are unsatisfied with the products or services they’ve used from a brand. If you send out a survey for customers to rate their satisfaction as Not satisfied, Satisfied, or Very satisfied, detractors would choose Not satisfied. They’re called detractors because they detract from your CSAT score.

It’s important to follow up with detractors to learn more about their experience and what your products or services could do better. You might add a section in a survey that opens when someone rates a 4 or below, giving them space to explain the reason for their rating. Or, send a follow-up email inviting the customer to provide detailed feedback.

5. Focus on agent experience, too

When agents feel confident about addressing customer needs and they’re happy with their jobs, they can often respond better to customers. Real-time agent guidance and ongoing training can help agents feel more prepared to handle any customer issue that comes their way. Customers on the receiving end get to reap the benefits of optimized customer service.

Gather and analyze the right data to improve customer satisfaction

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Hear more from their Sr. Manager of Contact Center Operations on how customer insights are driving value company-wide.
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CSAT is only one of many metrics that businesses and their contact centers should monitor to paint the picture of customer satisfaction, along with metrics like customer effort score (CES), customer churn rate, and net promoter score (NPS). Gathering and analyzing data continuously in the contact center is key to uncovering crucial insights from every customer interaction and empowering teams to address customer needs more effectively.

By leveraging CallMiner’s advanced conversation intelligence, contact centers can better understand customer sentiment, improve agent performance, and ultimately boost CSAT scores. Learn how CallMiner can elevate your customer satisfaction with a free 30-minute demo.

Frequently asked questions

How does a CSAT score work?

A CSAT score is the number you get when you divide the number of positive responses by the total number of responses. So, if you have 500 responses and 400 stated that they’re satisfied or very satisfied with your product, your CSAT score would be 80%.

How do you improve CSAT response rates?

Ensure that surveys are quick and simple to respond to. In most cases, a one-minute or shorter survey is ideal. Also, send the survey as soon as possible after a customer purchases from you through various channels, like text or email.

Finally, choose your messaging wisely. Being pushy about taking a survey will probably turn customers away, but being inviting or including a personalized message can encourage customers to respond.

What are the most common factors impacting CSAT scores in contact centers?

Wait times, agent knowledge and empathy, ease of communication, and first-contact resolution are a few common factors impacting CSAT scores. Customers value efficient service from knowledgeable agents, reducing the need for transfers and extended call times.