Imagine receiving a 100% response rate to your customer satisfaction surveys. How would that impact your business decisions and daily operations? With BlastPoint’s AI-driven CSAT scoring tools, you can operationalize insights that impact your customer’s experience and increase not only their overall satisfaction but your bottom line as well.
Measuring CSAT is difficult. For decades businesses have quantified phone surveys, online reviews, and snail-mail questionnaires that ask the same, similar question: “how would you rate your experience?”
Surveys like these miss telling the complete, 360-degree customer story.
For one, on average, surveys receive only a 10%-30% response rate. Two, surveys fail to capture the satisfaction levels of the entire customer base, at the account level. And, three, surveys only capture a very specific moment in time – missing every other moment and opportunity your customer interacts with your business.
BlastPoint provides businesses with a heuristic tool that applies a CSAT score to every customer in their database, allowing teams to assess scores daily. Ongoing CSAT impact analysis allows business teams insights into customer programs and journeys so you know where to invest resources or intervene for the best satisfaction results.
Here are five reasons your business should start measuring CSAT, daily.
1. Eliminate Spray-and-Pray Marketing Techniques
Without visibility into your customers, teams are forced to reach out to every customer about every program. This ‘spray-and-pray’ technique wastes resources and causes customer communication fatigue.
With objective-driven intelligence, even the smallest business teams know exactly which customers are a good fit for specific programs, and know how to engage them – both through the right channels and with the right message.
For example, one utility utilizing BlastPoint’s CSAT tool found a large swath of customers with low CSAT scores that don’t engage – or have low engagement with – typical digital outreach methods like SMS, email, and online tools.
Teams considered social media campaigns, TV ads, and direct mail to reach those customers. But the costs of each can be expensive and still did not meet that target segment’s channel preference data. (Although most utilities do have access to direct mail, it’s important to remember only certain types of people actually open their mail.)
With BlastPoint’s data at their disposal, their teams were able to make the business case for billboard placements in 15 highly concentrated locations where those customers reside. They were able to deliver their campaign message to the right people through the channel they were likely to engage with the most.
BlastPoint allows you to target the right customers with the right offers through the right channels at the right times. Never spray and pray again.
2. Improve Customer Journeys
Fact: Poor customer journeys equate to low CSAT scores.
Knowing how and where to invest resources to increase CSAT is hard. Do you focus on customer service? Do you focus on moving customers to self-serve channels? Or, do you install new Outage Management System technologies before implementing an SMS chatbot? How do you prioritize?
What if you began receiving negative online reviews about your company’s online portal? Without data, teams are forced to make guesses as to why the experience is poor. Maybe it’s due to poor navigation or user-friendliness. Or, it’s due to the payment tool options. Maybe it has nothing to do with the website at all, but with how digitally-savvy the customers are.
When teams make assumptions, resources can quickly get directed toward “fixing” things that don’t necessarily need to be fixed. Meanwhile, operational costs go up and CSAT scores remain low as the existing problem still remains.
BlastPoint’s AI engine and attribution algorithms allow you to understand which touchpoints correlate with higher/lower CSAT. By applying data directly to the customer journey, teams can attribute changes in CSAT to specific events, activities, and customer programs – allowing teams the opportunity to intervene at the touchpoints that make positive impacts.
3. Prevent Delinquency Events
Customers across the country are struggling to keep up with paying their bills on time and in full. Consequently, businesses are seeing spikes in delinquent accounts unlike they have ever previously seen. Unsurprisingly, when looking into our partners’ CSAT scoring data, we find that customers struggling with bill payment and delinquency tend to have lower satisfaction scores.
Unfortunately for businesses, customers experience low CSAT before their first bill goes unpaid. Consequently, CSAT remains low, or gets lower, as those customers are placed into the dunning process.
Measuring CSAT allows businesses to predict delinquencies before they happen. Our technology makes it possible to map the journey for a company’s entire collections database – as well as for distinct customer segments. Mapping allows your team to identify factors that drive spikes so they can intercede with the relevant programs that support the continuity of payments. When customers receive the information they need to help them get through tough times, overall CSAT scores increase.
4. Set Realistic Program Goals
What if all the customers who are most likely to sign up for the E-Billing program already signed up for it? What happens when your CCO demands a 5% enrollment increase over the previous period? Is it possible to grow enrollments within saturated programs?
Daily CSAT scoring allows teams to know which programs are close to saturation and which aren’t, resulting in knowing where to dedicate resources.
More often than not, programs become saturated within a specific customer segment. When this happens, teams can create new campaigns targeting other customer segments with the right messaging through their preferred channel methods.
By utilizing AI-driven CSAT scoring, teams can set realistic program goals.
When customers engage more with your campaigns and programs, businesses result in seeing a higher overall CSAT, lower churn rates, lower arrearages, and lower operating costs.
5. Take Control of Uncontrollable Situations
CSAT is often out of your control. Some things that heavily impact CSAT, like outages due to weather events, are out of your control. Nonetheless, when customers experience any disruption to their service, it negatively impacts their overall satisfaction.
However, even just educating the affected customers (e.g. on when outages are expected to be resolved) can have a major effect on CSAT.
One partner’s CX team, for instance, uses our technology to create campaigns on educating customers about available CAP programs. These programs are designed to help customers with billing assistance during tough times. By reaching customers with the right information at the right time, they saw CAP engagement surpass industry benchmarks by up to 650%!
BlastPoint’s Customer Intelligence Platform utilizes data to help businesses map customer journeys. By mapping, teams can identify exactly where interruptions happen, so they can quickly notify those customers with the right messaging. This feature helps keep CSAT scores high, when they have the potential to be at their lowest.
Measuring CSAT, Daily
Customer expectations are constantly changing. Outside forces – like global pandemics, unemployment, or extreme weather – can impact a customer’s satisfaction level with your company. Your business has the opportunity to control a customer’s experience. Knowing where to invest resources begins with daily CSAT measurement.
Our Objective-Driven Intelligence is tailored to your customer base, business logic, and goals learning from customers’ behavior over time, ensuring the actions it drives always move you towards your goals – despite any changing customer circumstances.
Visit our case studies page to see more results we’ve helped companies achieve, and get in touch with our team to talk about how customer intelligence can help your team boost engagement and improve customer satisfaction across the board.