How to improve customer experience and raise your CSAT score

Ring Central Blog


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What’s your contact center’s CSAT score? Good CSAT scores are 80 percent and above. If your score is below that, there’s room for improvement.

How can you boost your CSAT score and provide a better customer experience?

What is a CSAT score?

CSAT scores measure a customer’s satisfaction with your business, a purchase, or even an interaction with one of your employees. You can determine a CSAT score by surveying your customers; you simply ask them, “How satisfied were you with your experience?”

The customer then gives a rating. Contact centers typically use one of three rating scales:

Calculate the CSAT score by adding up all of the positive responses, dividing them by the total responses collected, and multiplying that by 100. Here’s how the formula looks:

(positive responses/total responses) X 100 = CSAT

So, if you had 20 positive responses out of 50 total responses, your CSAT score is 40 percent, which means your contact center CX needs improvement.

Why measuring CSAT matters

By tracking CSAT scores, you come closer to understanding what kind of contact center experience your customers have. Bad contact center CX can cost you; research shows that over a third of customers would switch providers due to an unsatisfactory customer experience.

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There are also benefits to a good contact center CX: there’s a 60-70 percent chance of selling to existing, satisfied customers, and after a satisfactory customer experience, 69 percent of customers would recommend the business to others, while 50 percent of people would buy from the company more often.

Improving your CSAT score for better contact center CX

Here’s how you can improve your CSAT score for better contact center CX:

Offer customers the channels they want

Ninety-eight percent of customers jump between channels and devices over the course of a given 24-hour period. They feel comfortable starting a live chat, then switching to video conference. Or, maybe they’ll start off on the phone and switch to co-browsing.

Improving your contact center CX involves offering customers the channels they want: telephony, chat (either SMS or social media messaging), and video conferencing. When customers aren’t forced to choose a channel (especially one they don’t like), they have a better customer experience.

customer service rep

Minimize wait times

Research shows that 33 percent of customers are most frustrated by waiting on hold, while another study states that 60 percent feel that long holds and wait times are the most frustrating parts of the customer experience.

The right contact center tools can minimize wait times. A well-designed IVR menu that integrates with business applications automates activities (for example, a customer calling to check an account balance doesn’t need to speak to a representative – the IVR menu could give that person the option to do so, and an integration with the account system provides the balance). It can also deflect calls, meaning that it can encourage callers to use other channels (for example, an automated message could tell customers to try using the knowledge base or a chatbot).

Support agents with the right training and coaching

For agents to satisfy customers, they need the foundation of training, bolstered by coaching. In today’s remote and hybrid contact centers, training and coaching can be a challenge because you can’t meet with all your agents face-to-face.

Market-leading contact center software solves that problem, though. Video conferencing capabilities, screen-sharing, text, and telephony ensure that you can train agents wherever they are.

Additionally, you can coach them once they’re on the job. With whisper coaching and barge-in functionality, you can keep interactions from going off-course.

Give your agents the right tools

Your agents can only help customers if they have the right tools. That means giving them the knowledge and the resources they need to succeed.

A knowledge base contains information agents need to assist customers. Integration with business applications (such as CRMs) provides vital information about a customer’s history with the company.

There are times when an agent needs someone else in the organization to solve a problem. An internal directory with a presence indicator shows agents which internal experts are available to help.

Offer self-service options

Research from American Express revealed that over 60 percent of US consumers prefer automated self-service options for simple customer service tasks. It’s not hard to understand why: self-service means they don’t have to wait on hold or for someone to respond to a live chat.

Self-service options such as knowledge bases or virtual agents help customers find information on their own, saving them time and creating a better customer experience.

Track analytics to determine what the customer experience looks like

When a customer reaches out to your contact center, can an agent resolve the problem on the first try? What’s the average handle time for a call or interaction?

Measuring analytics helps you understand contact center CX better. It gives you insight into what your customers go through when they reach out to your contact centers, as well as which channels perform the best. With that information, you can make better decisions about contact center operations.

Improve contact center CX with RingCentral’s contact center software

RingCentral’s contact center software offers the features you need to improve contact center CX, including flexible channels, self-service options, and tools that support agents. To learn more, get a demo.

Improve contact center CX with RingCentral’s contact center software
RingCentral’s contact center software offers the features you need to improve contact center CX, including flexible channels, self-service options, and tools that support agents.

Originally published Jan 05, 2022, updated Jan 06, 2022

Up next

Customer experience

How to improve CSAT for your contact center

Highlights: The CSAT score indicates how well your contact center is meeting customer requirements and keeping them happy. CSAT is the most reliable indicator of brand advocacy and customer loyalty. To achieve a high CSAT score, a contact center must be able to: Accommodate relevant communication channels Integrate self-service platforms and live agents Support advanced ...


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