So when do I hate a CSAT survey?
When no one responds to my negative feedback!
Why? Put yourself in your customer’s shoes. Last month I submitted a question to one of my software vendors. Their response referred me to an FAQ that did not even come close to answering my question. I value my relationship with this company and since it wasn’t urgent I decided I’d write back when I had time for a more detailed discussion. The next day I received this beautifully implemented CSAT survey, to which I clicked “Bad, I’m unsatisfied”.
How do I feel about that? I could accept the poor initial response to my question. I knew that was just one lazy customer service rep. I believed he was the exception rather than the rule. But the company’s failure to respond, after specifically asking me about that experience, makes me wonder about their overall commitment to customer service. Should I reconsider my vendor choice?
So here’s my rule: Never ask a question if you don’t intend to take action!
Very little investment is required to take that one extra step and follow up with any customer who gives you a low satisfaction rating. Start simple by sending an empathetic email in response; offer an apology and ask for another opportunity to solve the issue. That small effort will go miles to increase customer satisfaction.
I’ve put together an extra resource that will be helpful if you are implementing a new follow up program. It has a step by step on “How To Write The Perfect Email Response To Negative Feedback”. Just click the link below to download.
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