How Quality Affects Customer Satisfaction (CSAT) in Your Call Center

By Insite Managed Solutions

Best-in-class companies track quality assurance and customer satisfaction (CSAT). Both are fundamental building blocks of a call center. And both are essential to ensure high-quality experiences for customers and clients. The goal is to have them closely correlate to each other. But what if one is high and the other is declining? What can you do when CSAT and QA don’t align? Knowing which score needs improvement and when to make changes is critical to increasing customer loyalty. But how do you know which one needs to be improved? You must first understand what each term means and how they are different.

Measuring Customer Satisfaction

Customer Satisfaction (CSAT) scores indicate how happy a consumer is with your overall customer experience. This is measured through direct customer feedback, usually in the form of a survey, often via a popup form, email, or SMS. However, because customer satisfaction scores (CSAT) indicate a customer‘s overall satisfaction with your company, they don’t always reflect the quality of service. It can refer to any one aspect of the customer experience.

Tips to Improve Your CSAT Scores

One of our top consultants built contact centers from scratch and managed multiple sites for many years. She shared some insider advice to ensure a high CSAT score:

  • Learning the skill of giving bad news will make you a successful agent with a high CSAT score.
  • It’s all about doing what you assured the customer you were going to do.
  • It’s also about how you treat people. Empathy is important.
  • Remember that a net promoter score (NPS) reflects on the company as a whole and is not a gauge of an individual agent’s quality of service.

Measuring Quality Assurance

Quality Assurance (QA) scores, displayed on a Quality Assurance form, are the best way to measure the actual quality of a call center agent’s performance. This review process ensures that agent interactions align with brand standards, internal procedures and rules, and more. With a large pool of customer interaction data, businesses can identify trends and pinpoint where to make precise improvements at individual and team levels. A QA form is vital for businesses that have gone beyond just measuring “customer service” to caring about the entire “customer experience.”

Tips to Improve Your QA Scores

Whereas a CSAT score will let the customer express how they felt during the call, a Quality Assurance score relies on internal calibration and grading agents on their performance. Our consultant shared her knowledge on keeping Quality Management scores high:

  • Make sure all guidelines and processes are followed.
  • Find out what is important to the customer, especially when passing the baton from one agent to the next.
  • Customers already know what they want, so document what the customer needs.
  • Complete tasks and follow up promptly.
  • Create value!

The Correlation Between QA and CSAT Scores

For CSAT and QA scores that are both high, the right tone of voice and empathetically acknowledging the customer’s problem are equally as important. The goal is to have the QA scores and CSAT scores closely correlate. Both scores should be at or above goal. Customer Satisfaction provides insight into the “voice” of the customer. CSAT provides you with valuable information that indicates the customer’s requirements. We often see feedback that the customer’s issue is not resolved or that they felt the agent did not care.

Call Center Quality Monitoring Service

Interacting with the contact center allows us to realize what the customer requires. They need their issue resolved, and they desire to be treated as a person, not a transaction. A Quality Assurance form looks at the correct behaviors and actions to create a correlation between your CSAT Scores and your QA Scores. Then you can identify which attributes correlate with one another and strengthen the correlation.

Ensuring your QA form is aligned to the customer experience will provide the closest possible correlation between your Quality scores and your CSAT scores. Making sure your Quality Program correlates to the customer experience is the foundation for building and developing a solid quality program within your contact center.

Insite Managed Solutions, LLC provides best-in-class business management contact center solutions to cross-industry clients across the globe. Founded in 2007, our passionate call center operations experts use unique and proprietary data-backed approaches to identify revenue and cost savings opportunities, optimize processes, and enhance the employee and customer journey. In short, we provide a clear path to your success. For more information, go to https://getinsite.io.