The Many Faces of Customer Satisfaction in the Contact Center

The many faces of Customer Satisfaction (CSAT) in the contact center – Omningage
Customer satisfaction (CSAT) is one of the most talked about KPIs in contact centers. It is also a broader concept.

In this book, “Your call is important to us”, Boris Najafov mentions that at least 3 KPIs are considered CSAT measures.

The first is first contact resolution (FCR). The FCR’s internal measure of asking contact center agents to indicate that a case is “resolved” with a finding code is not considered reliable. Agents and customers have different ideas about what “solved” means.

Najafov considers automated measurements, such as calls from the same number occurring within a certain time frame, to be equally unreliable. Customers may call back during this interval for other reasons.

He recommends using surveys to ask customers if their issues have been resolved.

Measuring customer perceptions of whether their issues have been resolved may or may not be technically correct, but as ZOOM International CEO Brian Shore says, “The customer may not always be right, but they will always right emotionally”.

Najafov then discusses the classic CSAT measurement, where customers are asked to give a score indicating how satisfied they are with the service they received.

Dawes, J. Stocchi, L., Dall’Olmo-Riley, F. criticized this in a research article titled “Over-time Variation in Customer Satisfaction Scores”, in the International Journal of Market Research, March 2020.

When they surveyed customers immediately after a key event and then surveyed them again a little later, their scores changed. Customers initially giving low scores gave higher scores closer to the mean. Customers initially giving higher scores gave lower scores closer to the mean.

The classic CSAT score appears to be little more than a measure of an immediate reaction.

The final metric he mentions is the Net Promoter Score (NPS). This is quite similar to the classic CSAT measurement. The customer provides a numerical score after a specific event or interaction.

The difference is that the customer is asked “How likely are you to recommend this product to your colleagues, friends or relatives?” “.

This is considered a better measure of customer satisfaction. Customers are encouraged to recommend the product or service to others. The reasoning is that customers won’t want to lose face by recommending a bad product to colleagues and friends, so their responses will give us a better insight into their thinking.

Moreover, the aggregation is not done by taking a direct average of the scores. The overall score is calculated as the percentage of respondents giving a score of 9 or 10 minus the percentage of respondents giving a score of 6 or less. This has the effect of removing the “fence keepers” from the equation.

While the NPS has become widely popular in the business community for its ease of use, studies indicate that there is little statistical difference in reliability, validity, or discriminatory power between the NPS and other CSAT measures. (Preston, Carolyn C.; Colman, Andrew M. (September 14, 1999). “Optimal Number of Response Categories in Rating Scales: Reliability, Validity, Discriminative Power, and Respondent Preferences”. Acta Psychologica. 104:1 –15.)

How do contact centers use CSAT scores?

The 2019 Contact Center Helper report “What are contact centers doing right now?” revealed that 46% of contact center professionals use a combination of metrics to measure customer satisfaction, 39% use NPS, 38% use percentage of satisfied customers, 20% use FCR and 18% measure CSAT by the number of complaints.

Most contact centers use aggregate CSAT scores to get an idea of ​​what customers think of the services they offer. They are particularly interested in their customers’ reactions to calls they have just received, so the immediacy of the measurement is not an issue.

Some organizations will automatically send CSAT scores to senior executives to contact their customers immediately if they give them a low score. It’s not hard to imagine a process where the contact details of customers who gave a low CSAT score are routed to an outbound customer retention team. They make follow-up calls to the customer to investigate and resolve the issue. This could reduce customer churn and boost the company’s reputation for customer service.

CSAT scores can give a valuable reality check to the quality management (QM) function. Although an internal quality management form is longer and more complex than a typical one-question survey, there should be a correlation between the two sets of results. If a customer gives a call a low score, it would be logical to expect that call to also get a low QM score.

CSAT scores for specific queues, teams, or agents can be analyzed to identify areas or individuals that may consistently cause dissatisfaction. This may reveal areas for improvement in processes, staff training, or even the product itself.

CSAT and Omningage Scores

Omningage provides comprehensive contact center interfaces to run on Amazon Connect. This includes an agent desktop, a supervisor desktop, and a reporting platform.

Omningage also provides the functionality to conduct post-contact surveys for all channels. By default, it is configured to collect NPS data from customers, but it can be configured to collect other CSAT data.

This survey data is directly associated with relevant interactions. Survey results are displayed in Interaction Explorer to allow supervisors to quickly and efficiently investigate low scores. The results are included in reports available in Omningage IQ, allowing users to analyze the data to reveal any correlations that might exist between CSAT or NPS scores and summary codes, tags or call durations.

Many companies are looking beyond CSAT surveys where customers manually enter their responses. Instead, they envision sentiment analysis performed automatically by solutions such as AWS Contact Lens or AWS Comprehend. These solutions can be integrated with Amazon Connect to complement the functionality already offered by Omningage.

The conclusion

CSAT is the contact center’s window to the world. The Omningage/Amazon Connect combination can support both traditional survey-based CSAT collection methods and automated technologies that provide sentiment analysis for voice and text interactions.