At the end of every quarter, support leadership gathers around QBR dashboards filled with familiar metrics and reassuring numbers. One slide read: “CSAT 4.6 / 5. Target met.” The score appears to confirm that the customer experience is healthy, but beneath it sits a very different reality thousands of support interactions where most customers never responded at all.
From the analysis of multiple support engagements till date, the range of CSAT response rates (i.e., post-ticket) from tickets reviewed thus far vary from 2% to 5%. In fact, none of the clients examined had an outlier client fall within that range. However, according to industry standards, a healthy email-CSAT response would be between 20%-30%, while for SMS pulse, it would be between 40% and 50% of all responses received by support as a whole are nowhere near these ranges.
Dr. Kiran Marri Head of Service Transformation at Movate, shares his perspectives as to why CSAT is becoming an increasingly incomplete measure of support performance, and why operations teams now need a faster, more complete way to understand customer experience through the Customer Experience Score (CES). Read this Point-of-View (PoV) to know more.