Customer Satisfaction surveys have come a long way in a short amount of time thanks to smart devices, Internet, and demands from both b2b and general consumers. I remember being at our Coconut Hut vegan café in Gilbert, AZ reading the reviews on location and review sites. Always digging around and asking questions, sending surveys, finding ways to be innovative to uncover areas of opportunity and customer interests.

Now back in the call center world, I see how far these surveys have come, and what they mean to the business. The CSAT score is usually the number one KPI (key performance indicator) holding the heaviest weight on a scorecard and the biggest interest from management.

A well balanced satisfaction survey will produce rich results in customer feedback in all areas of the business. It is a quick and easy way to measure your workforces interaction performance in regards to soft skill, product knowledge, and overall customer experience.

CSAT provides a great pulse on the customer's experience, especially when executed correctly. Over time customer demands may not be so easily captured. Satisfaction Surveys are in an area which should constantly be reviewed and revamped. Whenever market trends begin to dictate changes within the consumer pools may indicate a good time to review overall customer satisfaction.

The DSAT (dissatisfied survey) results should be seen as opportunities provided by the customers for better service or products (not just the negative survey). It is not always the interaction which generates the DSAT, however there are many ways to uncover the root cause, and set the wheels in motion for more positive outcomes in the future. I spend a lot of time on DSATs and trends.

-Sheridan