How to measure customer satisfaction and improve CX

Have you ever chatted with a chatbot and the result was... disappointing? While we'd love to say your customers will always end up with a smile, that's not the only possibility. You know why?

Why satisfaction is not as high as you'd like 

Your customers’ satisfaction doesn't always depend on the technology you use for customer service.

This doesn’t mean it’s irrelevant. Just the opposite. The customer service solution you implement can be the difference between an average experience and an incredible one.

If you want to learn more about this topic, here's a good article:

Related article: Conversational engine vs conversation flows: which one is right for your business?

But sometimes, the knowlege of the conversational engine is just as important as its technology. If your customers don’t find the answers they're looking for, the success of your innovative solution won’t be what you think.

For example, take Lucy. She wants to check her cell phone debt. Since she was right on her laptop, she went to her phone company's site and started a conversation with the bot.

It’s obvious what Lucy would prefer.

How can companies learn from customers' interactions and offer better service?

Listening to the customer, the key to success

Every day we’re more convinced that a customer-centric strategy is the right way to go. An organization with this philosophy understands what customer expectations, problems and needs are and acts accordingly.

Related article: Technology at the service of customers or customers at the service of technology?

With this valuable information, companies have to take the next step: know specific customer feedback about the service they want to receive.

Opening a space for dialogue is key so they can ask questions, find answers to their complaints and suggest improvements.

How do you collect and measure customer opinion? 

Peter Drucker, the father of modern management, once said: “If you can't measure it, you can't improve it.” 

Now consider this phrase for us here: to improve your customer satisfaction, you need to measure it first. Why? Here are some of the main reasons: 

• Customer feedback is a gold mine for your business. You can apply it to improve your products and services, adjust your sales strategy and define or review the message you're communicating. 
• It helps detect weak points in customer service and identify priorities for improvement based on them.
• Customers can offer important insights that you might not have thought about. 
• Improved customer service increases customer happiness and, as you know, that can lead to greater brand loyalty.

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So knowing what customers think about your service will let you design new and better experiences to meet their expectations.

There are dozens of customer service tools that provide resources for this. In this case, you’ll see the importance of satisfaction surveys and the Satisfaction Score.

1. Satisfaction surveys: the point of contact for customer opinion

The first step to improving satisfaction is collecting information about customer experience. How do you do that? We suggest activating satisfaction surveys at the end of sessions with the conversational chatbot or the human agent.

 What's so good about using surveys?

• You can easily measure satisfaction across multiple digital channels.
• You get an instant opinion from your customers as soon as they finish the conversation with the bot. This lets them to express their impressions while they're still fresh in a clear and direct way.
• Your customers can leave comments and suggestions. This is valuable qualitative information to improve service.
• You get quantitative metrics to determine the level of satisfaction.
• You can visualize how your customer service actions impact consumers. 
• They're quick to answer; it won't take your customers more than a minute.

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On the Aivo platform, you can choose between 4 different types of surveys: NPS, CSAT, stars and binary.

On each one you’ll be able to customize the text and thank you greeting to adapt it to your company.

Once you have implemented one or more surveys (remember, you can choose different surveys depending on the support channel and objectives), it’s time to analyze the results. 

On the Aivo platform, you can see them in the Satisfaction section. There you’ll find the main metrics of each survey, along with a histogram. You’ll be able to look at answer peaks, filter by time periods and channels, and explore the feedback and total number of answered surveys and percentages.

Also, if you want to go into detail, you can enter the chat report and analyze any additional comments and suggestions that customers may have left in each session.

2. Satisfaction Score: data as a guide for the right decisions

Surveys are more than useful to find out what customers think, but the numbers alone don’t show us the whole picture. To go along with this analysis, at Aivo we created the Satisfaction Score.

This tool is so great that it deserves its own article. In the following link you can find out how the Satisfaction Score works and why it can help you improve CX:

Related article: Satisfaction Score: how to improve the experience with data science

Start improving customer experience now

To sum it up, when you invest in a customer service solution ask yourself this:

• Will it help deliver the service experience customers are looking for?
• Do you have the right tools to measure satisfaction and improve customer service day by day?

If you want to know more about satisfaction surveys, the Satisfaction Score or how an end-to-end platform can help you improve your CX, you can schedule a meeting and chat with our experts.