I’m referring to a post chat survey I received this week. The customer service team had pre-checked EXCELLENT for all three questions. To change them, I had to make an effort (albeit a small effort). It was an acceptable chat so I took the most expedient route and just hit the submit button, leaving Excellent checked. It took me a few seconds to realize that I had been snookered.
Then I started to chuckle. My guess is that the customer service manager was told that she needed to raise the Customer Satisfaction score to get a bonus. And creativity set in! I’ll bet not only their CSAT soared; they also saw a huge lift in survey completion rate. Double bonus!
Every call center manager learns early in their career that “you get what you reward, and the result may not always be what you intended”. In this case not only was there a reward for the manager to stack the deck, there was the customer reward of taking an easier path by leaving Excellent checked.
Many years ago, I approached a company VP of Marketing with a proposal to survey customer satisfaction after a customer had placed an order. Her cynical response was, “This project, that will cost me labor dollars, is only designed for you to boast about how good you are. Come back to me when you have a plan on how customer experience will benefit. Show me how customer satisfaction will improve as a result of this survey.”
It’s time to ask yourself that hard question: Are you utilizing your Customer Satisfaction surveys to drive improvements? Or are you just chasing numbers?