Customer Satisfaction (CSAT)

Customer Satisfaction scores (CSAT) are just what they sound like — this data point measures a customer’s happiness regarding their experience with your brand. Quantifying CSAT scores allows organizations to understand how initiatives or organizational changes impact internal and external operations. Tracking CSAT over time allows organizations to better align their business with the customer’s path to purchase and push closer to reaching brand euphoria.

Often CSAT and other customer experience-related scores are kept in silos, which can limit the ability of other departments to see and understand what’s happening along the buyer’s journey. That siloed approach often causes departments to lose sight of what’s needed to iterate, innovate, and grow. In taking a more intelligent approach, regardless of whom the organization has worked with or where they fall on the digital maturity spectrum, teams can understand the cross-departmental alignment of the ultimate critical mission — staying relevant.

Finding Growth Through Customer Retention

Customer satisfaction is one of the best predictors of growth and the likelihood of returning for another purchase. These scores typically vary depending on the path to purchase taken when making a purchase or the path to loyalty the customer has traveled.

Analyzing the data behind various purchasing paths and getting granular with what’s happening across the bow tie funnel allows teams to discover which paths to focus on and put resources towards. For example, if an organization goes through a brand experience initiative, revenue might not be the best path to purchase to pursue. Instead, it might be to focus on the customer with the higher CSAT score versus the one that buys more quickly and has a slightly higher immediate ROI. This is the granularity that shapes experience strategies. Leveraging a brand experience impact analysis allows teams to know how to stack the dominoes in the best way possible.

The Customer Loyalty Lifecycle

No work mapping your customer’s journey is worthwhile unless some upfront heavy lifting is done to understand the customer’s satisfaction levels.

Collecting data on a one-off basis doesn’t work. Instead, teams must build sophisticated data loops with data governance to ensure the data stays clean. In taking these measures on the front end, teams have the insights needed to find opportunities for transformation.

Mapping Experience Across the Customer Journey

With data collection and analysis engines in place, organizations can then build in analytics to better understand what’s happening along the buyer’s journey. Having CSAT and other critical metrics available allows teams to visualize better the bigger picture of what’s happening from the buyer’s perspective and pinpoint growth opportunities.

The Impact of Customer Satisfaction

There is a ripple effect throughout the organization when customer satisfaction (CSAT) scores are used to improve the overall customer experience.

Bolster Customer Experience

Teams can bolster the customer experience by improving customer satisfaction scores. In doing so, organizations can bolster employee experience scores by simplifying each team member’s interaction with the end user.

Analyze Customer Satisfaction

Analyzing the customer satisfaction scores give teams the ability to hear from the end user. This particular metric does more than simply churn out a number. It allows teams to make strategic decisions and go more confidently towards growth initiatives with more intelligence at their fingertips.

Architect New Experiences

As new brand experience initiatives are designed and built, teams can continuously analyze and improve the experience based on the feedback from the CSAT score. This continual data looping allows teams to ensure their ideas align with the market demands.

Improve Path to Loyalty

The CSAT score can be continually measured throughout the path to loyalty to keep the customer moving confidently and methodically toward their end goals. In keeping a pulse on how the customer is feeling with a consistent metric, organizations can fine-tune those experiences for growth.

Customer Experience (CX) Terms

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