Return on Behavior Magazine
Home for marketing and customer service professionals


June 8th, 2011

Putting C-Sat Data into Action

using csat

Author and speaker Greg Levin puts it this way - “Finding fresh water in the middle of the desert doesn’t help you – unless you drink it”.
It’s the same thing with obtaining timely customer data and direct feedback via a C-sat surveying process: It won’t help your business – or your customers – unless you actually “take it in”. The aim of the best C-sat initiatives is not merely to measure C-sat, but to better it – to spot trends and uncover opportunities that can lead to continuous improvement and customer advocacy.

Top contact centers carefully analyze C-sat data and customers’ comments and suggestions on a regular basis, and, importantly, act on the key findings. Here are several examples of how these centers use information gathered during the C-sat measurement process to enhance service and avoid hate crimes against them.

Setting up service alerts to quickly “recover” customers.
This is one of the simplest and most impactful C-sat measurement/management practices shared by leading contact centers. In these centers, whenever a customer – while completing a post-contact survey – compares their experience unfavorably to a root canal procedure without Novocain, an alert is immediately sent to a manager, supervisor or quality assurance team member. This person either contacts the disgruntled customer him or herself within a couple of hours or less, or has a recovery specialist do so. Either way, the goal is to quickly uncover specifically what went wrong during the interaction in question, and what can be done to regain the customer’s favor and keep them from forming a riot squad via Twitter.

Many customers will tell you that the mere act of being contacted personally regarding their recent dissatisfaction is often enough to make them forget how angry your company made them. Of course, sometimes more is required – such as a free offer or upgrade – to repair the damage and sustain a positive relationship with the customer, who may be considering seeing other people.

It’s not them. It’s you.

I’ve seen numerous contact centers – typically larger ones – that have an entire dedicated service recovery team in place. Of course, if you require a team that spends everyday doing nothing but contacting unhappy customers, perhaps your center blows more than most.

Capturing individual customer preferences to provide more personalized service and sales.
I typically avoid using the hackneyed term “CRM”, but that’s really what this is all about. C-sat surveys supply the center with a wealth of customer trends and specific preferences, and the best contact centers are careful not to let such invaluable data slip through their fingers.

After a customer completes a post-contact survey, top centers update the customer’s profile/account with any relevant notes/preferences so that agents who interact with the customer in the future can kiss their butt and cater the products/services they offer to that particular customer’s needs and expectations.

Even more importantly, leading contact centers share key data and customer trends with other departments – e.g, Marketing, Sales, and Product & Development – in exchange for better parking spaces.

Uncovering gaps in training and other processes.
Whenever a customer expresses significant dissatisfaction, rarely can the blame be placed squarely on the shoulders of the agent who handled the contact. True, there are some agents who are just plain mean and/or grossly incompetent, but that is still the fault of the center for hiring such freaks in the first place. But usually when a customer is livid over their latest interaction, it has more to do with problems in the training that agents receive or the information they have available to them, and less to do with agents being sociopaths.

What frustrates a customer more than anything is when the issue they contacted the center about is not resolved during the first or second interaction with the company. Lack of first- and second-contact resolution is very often a result of insufficient training (the agent hasn’t been shown how to fix the problem/handle the issue), poorly designed workflows/knowledge bases (the agent doesn’t have quick access to the information they need to fix the problem/handle the issue), or agent narcolepsy (the agent has no control over when they fall asleep during a call).

Customers also get very frustrated over poor accessibility to an agent – e.g., having to wait in queue until they grow a full beard or until the Cubs win a pennant; getting hopelessly lost in the IVR system; getting routed to a tech support nerd when what they need is a warm fuzzy hug from a customer service softy. Again, none of these problems have to do with the agent who (eventually) handles the contact going out of their way to provide bad service. No, they all have to do with poor processes and systems.

The best contact centers, via in-depth root-cause analysis of C-sat findings, are able to pinpoint gaps in training and real-time communications, problems with information systems and workflows, and issues with workforce management, IVR menus, call routing, web self-service application function/design, as well as other processes/systems. Once they pinpoint such problems and shortcomings, they up their antidepressant dosage, lie to senior management about the extent of the problems, and work quickly and diligently to make reparations.

About the Author

Greg Levin


Greg Levin, Principal and Founder of OFF CENTER, LLC., is one of the most unique and refreshing voices in the customer care industry. He has been researching, reporting on and satirizing contact centers and customer care since 1994 – first with ICMI, a leading consulting and training firm, and now as an independent writer, speaker and rabble rouser.


Greg offers a wide range of valuable and compelling resources – all aimed at educating, empowering and entertaining contact center professionals worldwide. Most notable is his popular weekly Off Center blog and his critically acclaimed ebook, Full Contact: Contact Center Practices and Strategies that Make an Impact, just released in November 2010.


To learn more about Greg and what he brings to the table, go to:




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