McKay Borbon | Content Marketing Manager
If your customers feel taken care of, you’ll earn repeat business—and new business. According to Microsoft’s Global Customer Service survey, 95% of respondents believe customer service is important to their loyalty to and choice of a brand. As CSAT scores rise, you retain more customers, lower your customer acquisition costs and benefit from positive word-of-mouth (estimated to drive $6 trillion in consumer spending a year).
But what actually impacts your brand’s CSAT? We mined the research and found four main factors. Focus on these aspects to see your CSAT scores climb.
It’s time to turn your customer intel up a notch. 72% of customers expect representatives to know their purchase and issue history. From the moment someone discovers your brand, learn about their behavior at each touchpoint to help you anticipate their needs and wants.
Bottom line: You need to know your customers better than your competitors. If your customers feel personally connected to your brand, they’ll be happier and more loyal.
Millennials are more likely to buy from brands with a mobile customer support portal. The majority of those aged 18-34 see social media as a proper customer service channel, while those over 55 don't consider it effective. The point? Multi-channel servicing is a must. Every customer expects their preferred platform for getting in touch.
Bottom line: Providing various platforms, specifically mobile, boosts customer satisfaction—no matter the customer’s age. If it feels difficult to contact you, customers become frustrated and leave your company behind.
When asked what the most important aspect of customer service is, the top answer was that the issue gets resolved in a single go. Second on the list? Interacting with a knowledgeable customer service representative.
Bottom line: When customers feel taken care of by someone who knows what they’re doing, they’re highly satisfied. In today's fast-paced world, having competent customer service interactions becomes a relief instead of frustrating.
Your policies and processes have a huge impact on your CSAT. Often, a policy change is the biggest driver of an increase in CSAT because it gets to the core of a common problem (or prevents one altogether). When you smooth a hiccup or avoid a delay, customers feel it.
Bottom line: Beyond looking to add new features, dissect your processes. Continually evaluate them to ensure the smoothest experience for your customers.
No matter your CSAT score, investing in these four components will help your brand leap to new heights. You’ll have happy customers who keep coming back for more.
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Topics: Customer Service