Customer Satisfaction Score (CSAT) is one of the most popular customer service metrics that companies use to analyze their support quality. However, Klaus’s co-founder Martin Kõiva has years of experience in growing international support teams and knows why only measuring CSAT doesn’t cut it.
Here’s a recap of Martin’s article “CSAT is Not Enough – Why You Should Start Doing Conversation Reviews” published on the Freshdesk blog.
The key problem that Martin points out is that companies tend to let customers be the sole judges of the quality of their support. That’s what happens when you use only customer surveys to evaluate your team’s performance.
He compares this situation with sailing: if you stop steering and hope that winds and currents will take you to the right place, you’re unlikely to reach your destination. The same applies to your support: if you want to reach your customer service goals, you have to stay in control of where you’re heading.
Here’s why customer surveys can push you in the wrong direction:
- CSAT doesn’t always give just feedback on your support quality; customers can also provide feedback about the product and other user experiences, too;
- Customers don’t always have insight into the complex and time-consuming processes behind their requests, so they may be disappointed with things that are out of the agents’ control;
- Customers don’t know your internal support quality standards; at times, your expectations may be higher than those of your customers.
So, don’t expect your users to tell you whether your support team is doing a great job or failing to deliver excellent customer service. It’s your job to be done, after all.
How do you take control of your support quality? The short answer is: by conducting regular conversation reviews.
In a nutshell, this means that you take samples of your support interactions on a regular basis, evaluate them based on your internal criteria, and give feedback to your agents to help them improve their performance.
Usually, companies assess the following aspects of their customer conversations:
- Empathy expressed in the interactions;
- Correctness and completeness of the solution;
- Tone and style;
- Areas of improvement.
The rating categories that you use in conversation reviews depends on the goals you’ve set for your support. Also, each team has its own understanding of how agents need to perform in each of these criteria. So, most support teams use a unique scorecard for their internal evaluations.
It is impossible for your customers to know your quality standards, so they cannot give objective feedback on these criteria. Only you can do that.
If you believe that conversation reviews could help you improve the quality of your customer service but don’t know how to get going, don’t worry - we’ve got you covered.
Here’s a brief overview of how to get started with internal evaluations:
- Define your customer service goals (if you haven’t already/). These will pinpoint the areas to focus on in your assessments.
- Decide which form of reviews to conduct: manager reviews, peer reviews, or self-reviews.
- Create a scorecard for your evaluations. Set up rating categories that you will use in your conversation reviews and make sure these align with your support goals.
- Track your review results. See how your team progresses over time by keeping an eye on your Internal Quality Score.
- Communicate the process to your team. Let your agents know why you are doing conversation reviews and why feedback is important for their professional growth.
If setting up conversation reviews feels like a lot of work, give dedicated conversation review tools a try. Klaus provides a nice framework for your internal evaluations, integrates with your help desk software and pulls all tickets automatically in for review.
Reviewers can easily evaluate conversations based on the rating criteria you’ve created on Klaus, and leave feedback to agents to help them become better at what they do. It’ll also calculate your IQS for you, so you can easily track your team’s progress over time and break the results down by agent, if necessary.
There is no one size fits all when it comes to the quality of customer service, so your internal evaluations should be tailor-made based on your support goals and vision. Once you’ve set up your conversation review procedure, test and iterate it as necessary.
However, there’s one thing that applies to all support teams: you cannot leave the responsibility of evaluating the quality of your support upon your customers’ shoulders. CSAT only tells half of the story, your internal conversation reviews will give you a full understanding of your team’s performance.