What people say about your company online is everything. Word-of-mouth and business reviews have become more important than ever. You need to ensure that those who interact with your brand get the best customer experience possible.
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Who would have thought asking a simple question or two would help you achieve just that? Let us take you on a guided tour of CX.
Customer Education Specialist
Nicholas: Thanks for joining us today as we talk about how CSAT, NPS and CES surveys allow you to provide a great customer experience.
All types of business can benefit from improving the customer experience. The better the customer experience your provide, the better your retention rates, the number of positive recommendations and recurring customers.
Tom: We’d say that customer experience translates directly into money. If you don’t have a process for tracking your CSAT, NPS or CES scores, you’d better implement one. Because you’re losing out on money.
N: And that’s what we’ll go over today. How to run effective CSAT, NPS and CES surveys to always live up to your customers’ expectations.
N: Tom will now briefly tell you about the agenda of the webinar.
T: We’ll talk about the following things:
1. What’s Customer Experience and how to handle it
2. Tracking the most essential CX metrics
a) CSAT, NPS and CES surveys
b) which software to us
3. When to capture customer feedback
4. How to act on positive feedback and tackle the bad
5. How to calculate an overall score and share it with other teams
What’s Customer Experience and how to handle it
T: We’ll talk about what’s Customer Experience and why it’s so important. Nicholas, how is Customer Experience different from just Customer Service?
N: Customer Service is just a single element, one of the many that make up Customer Experience. CX is your customers’ overall perception of your brand or business. Whenever a customer interacts with your brand, at any point of the customer journey, that’s where’s the term Customer Experience applies.
Everything you do or don’t do as a company as well as how you do it, all that can deliver a great or bad CX. You can either win customers over for life – and get them to buy from you again, or they can never come back.
Here are some of the touchpoints at which you interact with a customer:
a) when they first discover your brand – whether they like your branding, how you position your product (which market you’re in), the value your product can potentially deliver, your values, how you get the company presented.
b) as they research your product – if they’re happy how with how you reply to their pre-purchase queries, whether your customer service is up to scratch, whether your resources (Help Center / Product Pages) are informative and helpful enough.
c) when they’re in the buying process and make the actual purchase
d) when they implement and use your product
e) any post-purchase experience they have and how they see your brand
T: There are so many touchpoints at which you interact with your customers. You need to make sure they’re happy along the entire customer journey.
N: Because whenever you deal or engage with your customers, it can prompt them to leave a positive or negative review. They can either make repeat purchases, or leave for good to never come back.
T: That’s why it’s important that you make sure you always stay on top of customer expectations. We’ll help you with that. We’ll now talk about CX metrics.
Tracking the most essential CX metrics
N: In the age of the customer, there are so many ways in which you can delight and disappoint your customers. Increased competition in every market has forced companies to look for ways to attract and retain their customers.
T: There are so many CX metrics and KPIs you could be tracking. Of course, no single metric will ever fully answer the question of whether your customers are happy.
N: There are three metrics – CSAT, NPS, CES that are the most essential and that you must be tracking.
That’ll be the first step to measure CX, which might seem like an abstract and multi-layered concept.
T: And that’s where Survicate comes into play, because you can run CSAT, NPS and CES surveys with our software and then act on the data. We’ll now give you a quick overview of each of these metrics and how you should use them.Nick, let’s start off with CSAT, shall we?
N: Customer Satisfaction Score is a metric that allows you to track customer satisfaction at a specific touchpoint, it’s interaction-based. Please note that satisfaction is not equal to happiness.
T: Exactly. So they might be satisfied with how your customer service handled their issue, but they might not be happy with your brand overall. They might not be happy with the fact they had to contact your customer support in the first place.
N: It’s important to not make the assumption that high CSAT scores result in customers’ loyalty. Because they don’t. A customer may be satisfied with your product or service at a specific point in time, but still buy from your competition.
T: Companies that use exclusively CSAT scores see higher churn rates than those that combine the tree metrics together.
Customer satisfaction measures whether your product/service meets or exceeds buyers’ expectations. CSAT surveys work best when used after interactions with your business – your support team, blog or marketing material. These are some natural pausepoints at which you can measure customer satisfaction. They don’t indicate the sentiment of your entire customer base, only the selected portion.
T: We said CSAT doesn’t measure customer’s loyalty, whether they’ll buy from you again or not. Well, this metric – Net Promoter Score – does. Especially if combined with other metrics, you can get a holistic understanding of your customers’ sentiment towards your brand.
N: Simply said, NPS is a CX metric that surveys customers based on one question:
“On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?”
Promoters give scores of 9-10, passives scores of 7 or 8, and detractors scores of 0 to 6..
T: NPS is a valuable metric because it takes into account all experiences and interactions a customer has had with your brand.
It’s called a brand or relationship metric.
N: Customers are prompted to recall all their experiences, not just the most recent one, so it’s a growth metric. It allows you to anticipate how many repurchases and referrals you’ll get – it’s a good indicator of that.
T: You can pair NPS surveys with open-ended questions such as “What’s the main reason for your score?”. You can obtain useful quantitative feedback to help your company grow across all teams – Product, Support, Marketing.
N: You can deploy NPS campaigns once or twice a year, but it’s good to keep them running at all times – so you get continued stream of feedback and keep track of customer sentiment. So you can react in real time, not after the fact.
T: Tip: of course, you can’t be 100% certain that the promoters will really recommend you or buy from you again, and without asking open-ended questions it might be difficult to pinpoint the areas of improvement.
We’ll now discuss another metric – Customer Effort Score.
N: The CES survey ask customers how much effort they had to put in to have their request, issue, challenge resolved. You can get your customer to respond to the following statement:
“The company made it easy for my to handle my issue”. The available responses are:
Strongly disagree / Disagree/ Somewhat disagree/ Neutral / Somewhat agree / Agree/ Strongly agree
It can also be presented on a numerical scale just like the CSAT survey, with 0 being difficult and 7 very easy.
T: It’s a way of measuringthe customer’s experience with a product or service. It allows you to gauge usability and ease of use of your products.
The CES survey is helpful in identifying struggle areas and removing obstacles. You may find there are some aspects of your product your customers find frustrating. You’ll be able to fix those aspects and improve the ease and the customer experience as a whole.
N: The CES survey tells you how difficult or easy it is for a customer to complete a desired action. It’s interaction-based, CES survey can be sent out after a support interaction (after a chat or phone conversation). Suppose you’ve just changed your airline reservation. The company could ask you: “Overall, how easy was it to change your reservation with US Airways today?”
T: CES has the potential to predict repurchasing, especially when it comes to SaaS companies. If your customers are happy with your onboarding, they’re likely to buy from you again.
CES surveys allow you to get actionable insights, you’ll be able to easily pinpoint areas of improvement.
N: Before we move on to another slide, just a quick summary of how the three metrics differ:
The CES survey asks the customer: “How much work did it take to get this thing done?”
The NPS survey asks the customer: “How likely are you to recommend my brand to someone else?”
The CSAT survey asks the customer: “How good did that interaction feel to you?”
Which software to use?
T: Running CSAT, NPS or CES surveys is not enough. You need to keep track of the results and take action when necessary.
Survicate does the job well, but what it if you pair it up with other tools you use on a daily basis?
N: Survicate works with a variety of Marketing, CRM tools allowing you to send survey responses to your tool and then act on those insights in real time. Surveys for Intercom, surveys for HubSpot, surveys for Mailchimp, or surveys for Marketo have never been easier!
When to capture customer feedback
T: This brings us to another topic we wanted to discuss. When best to run CSAT, NPS and CES surveys.
N: As we explained before, CSAT, NPS, and CES survey provide insights into the different aspects of customer journey. They also should be used at different times.
It’s a transactional metric, meaning the CSAT asks how satisfied a customer is with a recent interaction. It’s interaction-based. A couple of examples when you could use a CSAT survey:
– how happy with a mobile app
– recent purchase
– support (chat conversation or phone call)
– when you’ve made some changes recently and want to gauge the impact
– when looking for areas of improvement
– also ask qualitative questions: open-ended
– How satisfied are you with [this product or feature]?” (Product Satisfaction)
Focuses on a specific interaction (support event or product) and not on the wider relationship with the company, but may be an indication of one.
T: It’s a relationship (or board metric) – meaning it’s important when predicting the company’s growth. When best to run NPS surveys:
– periodically: quarterly or monthly – in regular time intervals
– based on the different segments (new or long-lasting customers)
– launch campaigns, have process ready
– use ongoing NPS surveys to get a constant stream of feedback and react timely, not after the fact
N: CSAT is a transactional metric, NPS is a relationship one, CES can be either of the two.
It can either indicate the level of difficulty of performing a specific action, or ease of doing business with your company overall. When to use it:
– if you want to remove obstacles, identify problems
– after a support interaction
– to gauge the ease of the onboarding process or other resources your provide
– when reaching important milestones (how easy it was to sign up or complete a transaction)
How to act on positive feedback and tackle the bad
T: We hope you now have a better idea of when to use CSAT, NPS and CES surveys. We’ll now discuss how to engage with those who give you feedback – with your customers.
T: Survicate provides actionable first-hand insights. If you get a positive or negative piece of feedback, you’ll associate the response with a specific respondent and will be able to follow-up with them.
If you handle your CX feedback well, you will: improve your word-of-mouth marketing, obtain more positive reviews and recommendations, increase customer loyalty, increase customer satisfaction. These things mean more repurchases and more money.
Nicholas, how to do that? Would you share some advice?
N: Sure thing.
EXAMPLE 1 – POSITIVE FEEDBACK
N: There are many ways in which you can capitalize on the positive feedback. If someone’s a promoter, this doesn’t necessarily mean they’ll give you a referral. They may need a little encouragement:
a) Wait some time or get them to do it right away – have them submit a positive review (Capterra, G2Crowd, Google reviews, Trustpilot).
b) Promote sexy quotes on your social media, just as we did
Sometimes you will need to go the extra mile to get a customer to provide positive feedback, like we did.
c) Ask them to participate in case studies – they’re your most loyal customers
d) Ask them to participate in product research or marketing initiatives (offer some extra incentive like an Amazon discount code)
T: What you want to achieve here is to gain referrals and decrease the number of complaints.
EXAMPLE 2 – NEGATIVE FEEDBACK
Set up a follow-up question so customers can tell you what went wrong. If the feedback was urgent, get back in touch with the customer right away. If not, then hold off replying for a day or two.
a) Address the customer by their name
b) Apologize to the customer
c) Sympathize with the customer – be compassionate, empathetic
d) State you’re fixing the issue.
d) Offer a compensation (this goes for high-risk issues)
If you’re facing a situation where the customer had already submitted a negative review, all you can do is apologize and perhaps try and get them to remove the review.
T: But let’s face it, there will always be those customers which are not happy with your brand the customer experience you offer – you just need to put up with it and strive to do better.
EXAMPLE 3 – NEGATIVE FEEDBACK
N: Share feedback with the relevant departments. CSAT or CES feedback is valuable across the entire company. If you get an actionable insight, if a customer points out an area of improvement, make sure to pass it on to your Product/Marketing/any other team.
Have a process for how you handle such feedback. If a customer is looking for a feature you haven’t yet introduced, but would be valuable, update the customer on the progress. They’ll feel taken care of. They’ll feel you’re genuinely listening to their feedback.
T: There’s nothing worse than a useful piece of feedback that goes unheard.
How to calculate an overall score and share it with other teams
T: We’ll now discuss how to interpret the results of CSAT, NPS and CX surveys.
CSAT scores should not be interpreted in isolation. They need to be combined with the two metrics – NPS and CES – so you get a holistic, full-picture view of the entire customer journey.
The CSAT, NPS and CES surveys let you answer the following questions:
Are your customers happy with your products or services?
Would your customers recommend your product or services to others?
Do you customers find is easy to resolve any issues they might experience while using your product or service?
N: There’s no use trying to get an overall score, a numerical value. Instead, what you should do is think of CX in terms of layers – each metric carries a different meaning. There’s no single number that’ll help you grow.
Improving CX should be a team effort.
T: Caring is sharing… so you should share CSAT results with the rest of the team.
CSAT is not just a meaningless indicator of customer satisfaction. It provides actionable insights that helps all teams across your company to improve their processes.
You can measure CSAT at an individual level, based on various customer segments, when gauging specific events or interactions, when mapping out an entire customer journey.
You can discover and work to improve those attributes which seem the most important to your customers:
N: Admittedly, it’s a difficult task, but the ultimate reward is repeat custom and brand advocacy.
Take a look at the three metrics company-wide, establishing a hypothesis of what’s not working and why. Then create a new hypothesis of what to do to improve those aspects. Test the hypothesis and see whether the metrics have improved.
T: To sum up, Net Promoter Score paints the big picture of customer advocacy and relationship in the long term. CSAT is used for measuring overall satisfaction but based on specific attributes, events, so you can find those not working well and enhance them – especially those that seem most important to your customers. CES, on the other hand, focuses on one particular effort a customer needs to make, and you can use it to streamline that process, make it easier for the customer.
N: Everything you do impacts your customers’ perception of your company.
Start running CSAT, NPS and CES surveys with Survicate and get your team to make whatever changes necessary to improve your customer experience.