Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.”
It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:
- Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company’s goods and services (the Scorecard).
- Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes.
This course is designed to help you understand the following:
- The importance of customer satisfaction to DISH
- The impact CSAT survey results have on CJs
- How the CSAT survey is designed for specific work orders
- The breakdown of the CSAT survey in general
- How to consistently get great CSAT scores from your customers
Customer satisfaction is one of the cornerstones of any businesses’ success over the long term. While the global view tends to be focused on DISH and CJs, each customer’s experience and satisfaction really boils down to you – the one person who is face-to-face with the customer.
Whether you realize it or not, you are in a highly competitive customer service business. You are the final stage in delivering on a promise on behalf of DISH. The customer has most likely never met or seen anyone from DISH during their order and purchasing process. You will spend the most time in person with the customer than any of the 1,000’s of other DISH associates. The customer’s experience and satisfaction is primarily based on their time spent with you.
Your behavior and performance are what is being measured by the customer when they complete the CSAT survey.
Good luck with the course. The content is a mixture of videos and lesson text with occasional quizzes and a final test. And after you have completed the course and become a CSAT expert, keep this in mind:
“Knowing is not enough; we must apply. Willing is not enough; we must do.”
― Johann wolfgang von Goethe