This document summarizes a Twitter discussion on measuring and improving customer satisfaction. Participants discussed defining customer satisfaction versus delight, common metrics like CSAT, interpreting satisfaction data to improve experience, components of good surveys, and non-traditional survey questions. Building a customer-centric culture involves treating employees well so they want customers to be happy too, empowering agents, and sharing good customer service stories.

2. Insight from the August 9th,
2016 #ICMIchat
Topic: Measuring & Improving
Customer Satisfaction
Host: @JeremyHyde_

3. Q1: How do you define customer
satisfaction? Is it different from
delight?

4. Delight is the unexpected.
Satisfaction means the
customer only feels they got
what they paid for.
J U L I E R O D R I G U E Z | @ J U L I E M R O D R I G U E Z

5. Satisfaction pays the bills. It sets
the stage for reliability. Delight
should be a rare exception because
it changes expectations.
A L H O P P E R | @ A L H O P P E R _

6. Flip a light switch:
Lights on = expected. Not
memorable.
J E F F T O I S T E R | @ T O I S T E R
Lights on + surprise
party = delight.
Lights not on =
Frustrating.

7. Q2: Which metrics do you use to
gauge customer satisfaction? How
did you choose them?

8. According to ICMI research, CSAT is
most common. But 82% of customers
say ease of experience is the best
indicator.
E R I C A M A R O I S | @ E R I C A M A R O I S

9. Customer effort is a far
better indicator of loyalty
than customer delight.
N A T E B R O W N | @ C U S T O M E R I S F I R S T

10. The WAY you measure & how
you act on data may be more
important than the actual
metric.
J E R E M Y H Y D E | @ J E R E M Y H Y D E _

11. Q3: What’s the best way to
interpret & use customer
satisfaction data to improve the
customer experience?

12. Be sure to gather both qualitative
and quantitative data. Some
metrics are better expressed in
words than numbers.
N E X T C A L L E R | @ N E X T C A L L E R

13. It's more painful & humbling but look at big,
unexpected gaps in CSAT between scores you
expected or had & what you've got now.
L E S L I E O ' F L A H A V A N | @ L E S L I E O

14. Don't ignore outliers, but don't focus too
much time on them either. They may
represent a silent many, or they may be
alone.
E V A N W A T S O N | @ E V E N W A T S O N

15. Q4: What are the components
of a great customer
satisfaction survey?

16. The survey should be simple,
short, and straight-forward.
Only focus on (and occur
right after) the interaction at
hand.
P A T R I C K R U S S E L L | @ P A T R I C K _ S A A S

17. 1. Make it easy.
2. Don't ask questions you know the
answer to.
3. Ask for opinion, not fact.
J E F F T O I S T E R | @ T O I S T E R

18. CSAT surveys should be
brief, timely, and fielded
in the customer’s channel
of choice.
E R I C A M A R O I S | @ E R I C A M A R O I S

19. Q5:What are some
nontraditional questions you’d
like to see in a customer
survey?

20. Choose the word that
describes your
experience today.
Disappointed. Satisfied.
Delighted.
N E X T C A L L E R | @ N E X T C A L L E R

21. How does our service
compare to your ideal
service experience? What
could we do to make it
more ideal?
E R I C A M A R O I S | @ E R I C A M A R O I S

22. Q6: How do you build a customer-centric culture?

23. Treat your employees well
and make them happy,
then invite them to be part
of making customers
happy.
P A T R I C K R U S S E L L | @ P A T R I C K _ S A A S

24. Build a customer-centric
culture by expecting &
allowing agents to make
decisions on customers'
behalf.
L E S L I E O ' F L A H A V A N | @ L E S L I E O

25. Share stories of good
customer service with the
team. Choose KPIs that
support the culture you
want to create.
G I S E L L E H O W A R D | @ H O W A R D _ G H O W A R D

26. Join us next week!
Topic: Contact Center
Accessibility
Host: @NealTopf
#ICMIchat | Tuesdays, 1pm ET