Most support organizations agree that customer satisfaction (CSAT) is one of the most important metrics. But do they really believe that, or is that just empty praise? If it is as important as they claim, one would expect CSAT to be rigorously measured and tightly managed. But that is not often the case. Many organizations don't even know how to systematically measure CSAT, while others spend a tremendous amount of money and effort gathering incomplete and/or inaccurate information because they don't employ the right processes and tools to collect statistically valid, unbiased CSAT data. Very few organizations fully utilize this precious insight to make decisions and take meaningful actions that result in better performance.
The cornerstone of every quality management system should be an effective process for gathering, analyzing, and applying CSAT data. At the highest level, CSAT is a key performance indicator (KPI); it provides feedback on what you are doing well, and, more importantly, what you're not doing well, which will help expedite improvement efforts. But it can be so much more. Analyzing data at a moredetailed level provides deep insight into your customer base, enabling you to uncover customer preferences and identify the relative importance of the different attributes that drive satisfaction. Without this information, companies are wasting precious resources, excelling in areas that their customers don't really care about and neglecting the things they do care about.