According to ASQ (the American Society for Quality), customer satisfaction is defined as:
“A measurement that determines how happy customers are with a company’s products, services, and capabilities. Customer satisfaction information can help a company determine how to best improve or changes its products and services.
An organization’s main focus must be to satisfy its customers. This applies to industrial firms, retail and wholesale businesses, government bodies, service companies, nonprofit organizations, and every subgroup within an organization.”
While there are many other metrics one should consider when managing any type of business: customer satisfaction. This is one of the most straightforward ones. If you don’t satisfy your customers, they’ll leave you and you’ll be out of business, simple as that.
Why is Customer Satisfaction important?
In “Customer Satisfaction: The Ultimate Guide” by Hubspot, one of the first things you’ll read is that:
“Keeping your current customers happy is good business in the long term. Common business wisdom tells you that acquiring customers is 5 to 25 times more expensive than keeping current customers”.
CSAT tells you more than whether your customers are happy with the service you’re offering or not. In the Saas industry, Customer satisfaction (along with other metrics such as Net Promoter Score) are important indicators of account health.
Happy customers are way more likely to expand the usage of your product and share about it with their peers so if you think about it, it can be turned into a revenue source. That’s how important it is.
How to start measuring it?
There are many ways in which you can measure how satisfied your customers are with your product/services. At Pipefy, every time a customer reaches out to us via in-app chat or email, they’re asked to rate their satisfaction once the ticket is closed. (And I’m proud to say we’ve always had solid results in that area.)
Even though CSAT is influenced by many other factors (mostly product indicators), specialists say that offering great customer service goes a long way towards ensuring the happiness of your customers.
Being the leader of a Customer Support Team, I control several other metrics to measure the productivity and results of my team. We’re always conducting studies to identify the impact of our other metrics (such as first and median response time and time to close) in Customer Satisfaction. But, at the end of the day, CSAT is the most important to us.
Having been a Disney Cast Member myself, I’m not focused on only meeting the expectations of our customers. We’re always looking for ways to go the extra mile and make sure people leave their interactions with us feeling satisfied and happy.
Support teams are problem solvers
When we’re able to provide the necessary resources and solve the issue that is bothering the customer, it’s safe to say that we’ll be positively evaluated. The tricky part that almost always hangs on that extra mile is the ability to make customers feel happy even though we’re unable to solve their problems (due to product limitations, bugs, or any other reason).
What about you, what do you think are the biggest challenges in providing customer service that wows people?
*Head of Customer Support @Pipefy. Isabelle Wuilleumier Salemme uses her extensive Pipefy knowledge to help users make the best of Pipefy via support and writing informative content pieces. Besides being in charge of support, she’s an avid reader, a coffee lover, and a professional photographer.