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The importance of customer feedback

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Clients aren’t generally backwards in coming forwards when something has gone wrong but (we’d hope) that complaints are a rarity. But what about the rest of our client base – the ones from whom we don’t hear anything? How do we know that they are happy, and should we take the view that all must be well if they are not shouting at us? Well, we could, but this isn’t ideal from a management information perspective – even those who don’t have anything to shout about might well have some interesting feedback to give, so having a process in place for harnessing customer feedback on an ongoing basis is definitely a good idea to find out what we’re doing well, and what we could be doing better. 

Our CSAT (Customer Satisfaction Score) 

CSAT is the most common way to measure customer satisfaction, and it’s the method we use to measure our clients’ experience of interacting with our support team. Anyone who has ever purchased anything online is likely to have encountered the type of survey that leads to a CSAT score – an automatically-generated simple feedback survey such as How satisfied are you with the service you received?’ offering respondents the chance to rate their experience on a scale of 1 to 5 (very unsatisfied, unsatisfied, neutral, satisfied, very satisfied). Respondents are also given the chance to write feedback in a text field. Most commonly, CSAT scores are expressed on a scale of 0 to 100 percent, with a score of 100 representing total customer satisfaction. 

CSAT is great for us because it allows us to track the effectiveness of every interaction with our support team, and to contact clients in the rare event that they aren’t entirely satisfied. The scores also allow us to look for trends in feedback and to work out which areas of our service are working best. Without this information, we would probably only hear from the vocal few who take the time to come forward with their feedback (whether good or bad). And that would mean missing out on the valuable comments made by the rest of our client base. 

At Stripe OLT we value our customers’ feedback and appreciate that it’s only through feedback that we can ensure that we are offering the best possible service to our clients. The CSAT results that we gather through SmileBack form a crucial measure of how we are doing, and we’re very pleased that our satisfaction score is so high – but we’re still aiming for perfection, of course. 

Why we think it’s so important to collect customer feedback 

According to Groove’s customer service statistics, there are 26 unhappy customers ready to jump ship in silence for every customer complaint. This is worrying. Even more worrying is the fact that 56% of customers who have a negative experience won’t return, and 34% will post their negative feedback online through reviews and social media. And whilst, on average, happy customers will tell nine friends about their experience, unhappy customers will tell sixteen. 

In such a crowded marketplace, great customer service is more important than ever. In fact, according to a consumer report by Walker Information, customer experience will overtake price and product as the most crucial brand differentiator by the year 2020. That’s why it’s so important to have a process in place for collecting feedback so we can ensure that customer satisfaction measures up. 

We’re pleased with the benefits that gathering and acting on customer feedback has brought us and, most importantly, how we’ve been able to use this feedback to ensure that we are offering our clients the best possible support: 

  •  Customer retention and word-of-mouth recommendations. We want our clients to see that we value their feedback and that we’re acting on it. We value nothing more than our ongoing relationships with valued clients and their word of mouth recommendations (but know that we need to keep up our end of the bargain by offering the best possible service and acting on feedback). 
  • Fire-fighting and damage limitation. Small issues have a habit of snow-balling if they’re not dealt with quickly, so we’re really seeing the benefit of having processes in place to deal with any niggling issues before they turn into full-blown deal-breaking problems. 
  • Valuable insights. We have a very good idea of what our clients might want or need, but every business is different. Getting an understanding of the issues that are important to our clients allows you to tailor our products and services accordingly. 

We are more than a provider of IT services. We are an IT partner – we partner with our clients to help them grow their businesses through the best technology and IT solutions. Our extensive experience means that we understand the challenges that our clients are facing – we know how to help our clients achieve their business goals through the best technology and IT systems. Everything from cloud computing and cyber security, to telephony and video conferencing – we’ve got your back.

Get in touch with a member of our team if you’d like to find out about partnering with us.

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