Customer Satisfaction

Understanding and Using Customer Satisfaction (CSAT) in Zendesk

Customer satisfaction (CSAT) is a measure of how well a company’s products and services meet customer expectations. It can be sourced by conducting CSAT surveys, which are typically short, 1-2 question surveys offered at the end of a business transaction. A typical question is, "How satisfied are you with the product?", with answers ranging from "very satisfied" to "very unsatisfied".

CSAT surveys allow customers to provide feedback about their support experience by rating their solved tickets. When CSAT ratings are enabled, end users receive a notification after the ticket has been solved, asking them to briefly evaluate their experience. They can also submit CSAT feedback in the customer portal of the help centre.

Importance of Customer Satisfaction

• Customer Loyalty: Satisfied customers tend to share their positive experiences. Research indicates that customer satisfaction leads to greater customer retention, higher lifetime value, and a stronger brand reputation.
• Team Performance: CSAT metrics can reflect the support team's performance.
• Repeat Purchases: Excellent customer service, as reflected in CSAT scores, encourages repeat purchases.
• Customer Lifetime Value: Satisfied customers are more likely to remain loyal and spend more money with a business.
• New Customer Acquisition: Positive customer experiences can lead to new customer acquisition.

Setting up CSAT in Zendesk

Zendesk allows you to configure CSAT surveys for both email and messaging channels. The survey is designed to be quick and simple to maximize the response rate.

General Rules for End Users

• End users cannot opt out of receiving survey requests.
• Satisfaction ratings are per ticket, not per customer. End users receive a survey request for each of their tickets that are solved.
• Once a ticket is set to Closed status, the temporary URL will no longer work and redirects the user to a generic page.

Email Channel CSAT

When you turn on CSAT ratings for email, end users who submitted an email request receive a notification after the ticket is set to solved, asking them to briefly evaluate their experience. They have 28 days, by default, to respond to this request, but responses are not recorded after the ticket is closed. You can customize the default CSAT automation to modify the end-user experience, including the number of hours after a ticket is solved that users receive the CSAT notification.

End-User Experience Example

A CSAT survey can be configured with:

• CSAT question with ratings
• Drop-down reasons for users who submit a negative rating
• Open-ended question

When configured this way, end users responding to the survey will see one of the following views, depending on whether they submit a positive or a negative rating:

• Positive rating: End users can add comments.
• Negative rating: End users can add comments and select a reason for their experience from the drop-down menu.

Messaging Channel CSAT

When you turn on CSAT ratings for messaging, a simple survey is added to your messaging workflow, allowing your customers to provide feedback about their support experience. These surveys are completely optional for your customers. After an end user receives assistance through a messaging channel, they are sent a message asking them to evaluate their experience.

Limitations

• Agents cannot manually launch a CSAT survey. It can only be sent when a ticket is marked as Solved, or if the default trigger is altered.
• CSAT collection is represented by the bot avatar in messaging. This cannot be configured but is presented by the system avatar in the new CSAT.

End-User Experience Example

A CSAT survey configured for messaging might include:

• CSAT question with ratings
• Drop-down reasons for users who submit a negative rating
• Open-ended question

When CSAT is configured this way, end users responding to the survey with a negative rating will see the following flow:

1. Rating: User rates the support negatively.
2. Reason: User selects a reason for their experience from the drop-down menu.
3. Comments and submit: User finishes the survey by typing additional comments and submitting the feedback.

Viewing CSAT Results

If you've enabled the customer satisfaction (CSAT) survey, you can view details about your overall CSAT (customer satisfaction) results for all tickets on the Zendesk Support dashboard. You can view CSAT results for an individual in a ticket within Agent Workspace.

Overall CSAT Results in the Support Dashboard

You can view details about your overall CSAT results on the Satisfaction tab of the Zendesk Support dashboard in Explore.

To view CSAT results in the Support dashboard:

1. In Explore, click the Dashboard icon in the left sidebar.
2. In the list of dashboards, select the Zendesk Support dashboard.

In the dashboard, click the Satisfaction tab.

CSAT Results in a Ticket

You can view the CSAT rating for an individual ticket in the ticket itself. To view the rating for a ticket, in Support, open any ticket that has received a CSAT rating, then view the rating at the top of the ticket. To view responses to drop-down and open-ended questions, click Events, then scroll to the relevant event.

Agent CSAT Results

In the legacy CSAT experience, the results of customer satisfaction surveys for agents are shown in the agent's dashboard and in a view called Rated tickets from the last 7 days.

To view agent CSAT results on the agent's dashboard:

1. In Support, click the Home icon in the sidebar.

Use Agent Home to view:

• Ticket statistics: The number of your tickets with a Good Customer satisfaction (CSAT) rating, a Bad CSAT rating, and tickets Solved by you this week.
• Satisfaction statistics: Satisfaction statistics for you and your team, expressed as the % satisfaction attainment for the past 60 days.

The calculation of the overall satisfaction rating uses the following simple formula:

(Total number of positive ratings) / (Total number of ratings)

This means that the score is an average of the total positive ratings from the past 60 days. An agent with a score of 90% means that over the past 60 days, 90% of the ratings they received were positive. An overall rating score will not be shown until 30 tickets are rated. This applies at the agent, group, and account levels.

Improving Customer Satisfaction

• Customer Feedback: Become a student of customer feedback by analysing it and applying it to what your customers are saying.
• Convenience: Create a sense of convenience by having a digital presence on the platforms and services your customers already use.
• Fast Responses: Deliver fast responses.
• Company-Wide Focus: Improve overall customer satisfaction by putting time and effort into a business strategy that puts customers first.
• Empathy: Lead with empathy.