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We started measuring customer satisfaction on emailed support tickets a little more than a year ago. As an enterprise software company, customer support is a large part of what we do day-in and day-out. We realize (and embrace) the impact it has on the perceived value we create in our products and services. Because of that, we wanted to be able to measure customer satisfaction in near real-time with a system that worked with the customer’s preferred communication channel.
The system works like this: An email comes in from a client, at which point a support ticket is automatically generated and then assigned to an appropriate resource. After a support ticket is resolved, the client is given the opportunity to rank our service on a scale of 1-6 (1 being terrible and 6 being outstanding). If they choose to rank us (here’s the template email they receive after a resolution) they are also given the opportunity to provide additional feedback via a simple web form.
The case for implementing the new customer satisfaction system had two clear benefits:
This would allow us to be more efficient with our time, thus providing even better service and perhaps a few more billable hours each year. More value for our clients, more revenue for our company. Win-win.
After more than a year of measuring our customer support, I gathered some results:
There’s plenty to be learned from this type of data, but one thing stuck out to me:
Three of the four substandard rankings we received came from the same person.
That person only submitted three rankings all year, despite having 21 resolved support tickets (in line with the 15%). So what’s the obvious takeaway here?
You can’t please everyone.
And maybe that’s the truth about customer satisfaction. The question is what should be done about it? Do we focus on the complainers and try to turn them into evangelists? Some people think so, and I’m not so sure they (myself included at times) are wrong.
Maybe the answer is to spend more time learning from the customers that love you and less time trying to please the ones that don’t. What do you think?
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