120: CSAT with Simone Secci

Charlotte Ward: 0:13

Hello and welcome to episode 120 of the Customer Support Leaders Podcast. I'm Charlotte Ward. The theme for this week is customer satisfaction, so stay tuned for five leaders talking about that very topic. I'd like to welcome back to the podcast today. Simone Secchi. Simone, it's lovely to have you back again. This week we're talking about customer satisfaction with old CSAT.

Simone Secci: 0:43

Yes. But uh I think they're very distinct things. And I do think that CZ still has uh an important role in defining what are uh you know the main performance uh performance metrics in the team. So I think that you know the the most important thing uh about CZ uh is actually from my perspective the negative reviews. Um because there's like there's you know there's uh one way to to do it right and many ways to get burned, I would say.

Charlotte Ward: 1:26

Yeah, I couldn't agree more actually. The the negative ones I think always need a follow-up. Um you know it would be nice to have the resources to follow up on every single customer personally, even the positives, and say, thank you so much, that was amazing, but um we can but dream on that front, can't we? So I'm kind of I'm kind of interested in two things you said. What one is about that follow-up, and the other one is you that you use the phrase measure of performance in relation to CSAT. Um and I'd love you, I'd love to explore with you exactly what you mean by that, because I think people are nervous of using CSAT as a performance measure, right?

Simone Secci: 2:04

Yeah, I think it all comes down to the granularity of uh of your data. Once again, no, it comes back with our previous conversation about data. Um and so for me, the the biggest step with CSAT was when I broke down negative reviews in into another method. And so and I specifically like to use a buy share for that. So the reason why is because I broke down the negative reviews with the follow-up questions for the users, which for me, you have to analyze um two main uh areas uh of uh uh that could determine this like negative reaction from users. So the questions are always around is this due to a problem that you have with the product, which which could uh be a very nice substitute for MPS, because you will have this um, you know, uh inappropriate in that context, in that context like comments about the product, where you know, if you don't handle them, then they just affect negatively your CSAT. And you know, this is why I think people are uh are uh worried about CSAT because that's stuff that you can't really do anything about, right? But if you break down these questions, is this related to the product, you can separate it from the rest of your of your feedback, and it you can funnel that to your product team and it becomes from negative becomes useful. So that's one thing. Second thing is is this is this related to the service that you receive? There you have the growth opportunity where you can create your, for example, if you're using uh you know an app desk that allows it, or if you're good with with uh scripts or whatever, you can create a trigger to follow-up, which informs um your agent that that you know this occurrence happened. You can send your nice message. I have a message that says, you know, uh, you got negative reviews for the service, the stuff happens, you know, the important thing is using it as a learning opportunity. Let's try to fetch things up if we can. Uh, and so send that notification to the agent to do to write a follow-up. And there we have our opportunity to investigate on our on our performance to see what are the learnings that can come from that. And there's also like it creates a nice um repository for QA where you can dive in into those tickets and see what are the learning opportunities, if you have a UA manager, for example, or not, doesn't matter. Then um, this is a recent discovery. Um, is I created an additional um reason for negative reuse for for the for the users, which is um I have follow-up questions and my issue was not resolved. That's another, you know, um uh another like um way to move the the issue maybe to escalate it somewhere else, to if you have skill-based routing in your in your system. So it still gets it moving without a lot of manual effort there.

Charlotte Ward: 5:14

Yeah, yeah, that makes perfect sense. So so often we we close the ticket, assuming we've resolved it, and then the only opportunity the customer has to tell us that we didn't resolve it is is that survey. Um so you you said that you give uh you said that you have triggers in place to uh uh create the opportunity for your agent to follow up on negative reviews, right? So so what is your expectation at that point for the agent? Is it that they just uh make that a personal conversation, a personal follow-up with the customer and try to extract what it was about the service trier. Is it a rescue mission for that agent at that point?

Simone Secci: 5:57

Yeah. There's two notifications that get sent out. I get notified that the notification has been sent to the to the agent. So I know that they are to follow up, and so I make sure that they do. Um and um and then they get the notification. So the nice thing is that because um I really appreciate my teams, they're very reliable. Uh, they'll do it themselves. I don't have to, you know, uh nudge them into doing it. Uh they know about it. If anything, maybe before jump diving in, they will like show me the digit, ask me some questions, or ask them to to like, you know, somebody if it's a tier one agent, maybe they can ask me to pay the tier two, uh, somebody in tier two, or like, you know, um if I'm not around. Um so yeah, so that's like you know, where they take it from. And um, it's like it can be a rescue mission, but also it can be simply like an opportunity to understand and and and maybe gather gather feedback if if needed.

Charlotte Ward: 6:54

That makes sense. That makes sense. Um if somebody was thinking about setting up surveys for the first time, um rather than just going and switching them on in the CRM. Yeah, just as we yeah, just as just as we close out, what would be your kind of uh first piece of advice for people just embarking on this journey?

Simone Secci: 7:20

First piece of advice, I would say the thing I just mentioned. Negative reviews are very important. Make sure that the feedback related to the product is not just impacting your um your overall score and creating a picture that doesn't resemble um you know the the ability of your team to to provide good service uh and make the team grumpy, which you the usual thing you will hear is yeah, okay, but we have no control over this, and which is kind of negative review. So that takes care of like your team morale. Um, and so break down in this two in this two pieces, break it down between product feedback, even though that's not the base for product feedback, ask that additional question and use the opportunity to create a follow-up for growth. That would be my very first um suggestion.

Charlotte Ward: 8:16

Actually, I guess I I I think that's great. I think I think I have one final question, and it's a really simple one. Do you think that the that the default question that your CRM provides on a survey is good enough?

Simone Secci: 8:28

No, because I would say you should definitely get rid of like the some other reason option because otherwise it becomes uh a placeholder for people to not spend time and just say, okay, whatever, some other reason.

Charlotte Ward: 8:42

Right.

Simone Secci: 8:42

So that's not very useful. So I would say definitely get rid of that one and try to nudge people into giving you a reason.

Charlotte Ward: 8:49

Yeah, yeah, something that you can truly action based on everything you just told us. Great advice. That's it for today. Go to customersupportleaders.com forward slash one hundred and twenty for the show notes, and I'll see you next time.