Home Social Media Marketing Why social messaging is the key to an unsurpassed CSAT rating

Why social messaging is the key to an unsurpassed CSAT rating


Brands with unhappy customers don’t last long.

Your customers ’perceptions of your company affect everything from brand reputation and customer loyalty to your bottom. If they are happy, do more than what makes them feel that way. And if they aren’t, you’d better learn why and do something about it – quickly.

Therefore, customer satisfaction measurement and reporting (CSAT) is necessary. This is a key metric you can use to spot changes and trends in overall customer satisfaction with your products and services as part of tracking the overall health of your brand.

CSAT customer support and support teams most often use it to assess how well they are doing in answering questions and solving problems.

But as these interactions shift more and more to social media, it’s important that your marketing team pay attention to that as well.

Many brands measure customer satisfaction in its simplest form using a CSAT survey—Simple one-question survey that asks the customer to rate satisfaction with your product or service on a scale of one to 10.

Although a CSAT survey gives you a snapshot of customer satisfaction at a particular point in time (for example, after a purchase or a call for support), the result of each individual customer is likely to change over the life of your brand relationship.

That’s why smart brands strive not only for high scores in CSAT’s survey – they want to establish an emotional connection with customers.

Customers who are emotionally engaged with an organization are more likely to recommend its product or service, more likely to buy them again, and are much less price sensitive than those who are not, according to a study from Harvard Business Review.

One very effective way to build a positive emotional connection with customers? Exchanging social messages. By offering social care on channels that users prefer, you will make it easier for them to find the help and answers they need.

Let’s look at five main ways in which messaging via social media helps brands connect with customers to improve customer satisfaction.

1. Meet customers on appropriate, personal channels

To provide a great user experience and improve customer satisfaction, you need to connect with customers on platforms they are already familiar with – social networks, social messaging apps and other digital channels.

Gartner predicts that 60% of all customer service engagements will be delivered via digital channels like social messages by 2023.

While it still makes sense to offer telephone support – which many people still prefer due to complex interactions, accessibility reasons or personal preferences – an increasing number of people are turning to digital channels because of the speed and convenience they offer.

Social and messaging apps allow people to skip the scary phone tree (“press 12 for customer support!”) And keep music (“the greatest soft-rock hits of the 70s and 80s!”) To quickly get the information they need , so I can get on with my day. In most people’s books, it’s a great user experience.

To make the smooth transition from phone to social networking and messaging, you can offer customers a queue exit and enhance their experience with interactive voice answering in a conversation (IVR) or ‘call forwarding’. It gives them the ability to switch from a phone service to a messaging service.

2. Serve customers on their terms

Ask someone who has just spent their lunch waiting for a service if they are happy with the experience and you are likely to make money.

With messaging via social media, you don’t have to limit your customers to a 9 to 5 service window or subject them to long wait times. I can send you a message in due course – while they call Zoom, wait for the train, walk the dog or take it, ahem, extended reading pause.

By enabling customer service via messaging, you will save customers the feeling of wasting valuable time as they can perform multiple tasks and start a conversation when it suits them. Social messaging gives customers back control – where they should be – and helps them increase satisfaction.

WhatsApp has become a very popular channel for customer service via messaging.

AXA, the first insurance company and roadside assistance provider in Belgium to use WhatsApp for customer service, now boasts a customer satisfaction rating of 4.5 out of 5 for customers served on the channel.

3. Don’t force customers to repeat themselves

IN a recent study, one third of respondents said that the most irritating thing in their customer service engagement was the need to repeat to multiple support representatives.

Data should track your customer wherever he goes to spare him this frustrating repetition. Whether they communicate with a sales representative via email, get in touch with a social media manager on Twitter, or connect with a customer care agent via WhatsApp, customers see only one brand.

To provide effective multichannel care, it is essential that you collect key data at each customer touch point and equip each representative with the information they need to communicate effectively.

By integrating customer data into your messaging platform, you can smooth out bumps and provide excellent customer service – no need to repeat.

4. Provide personal customer service

One of the best opportunities that brands provide messaging via social media is the ability to integrate customer data into a messaging platform to make it personal with customers – even in scope.

By integrating social networking and messaging data with your customer relationship management (CRM) platform, you can create a better experience for your customers and an easier workflow for your teams.

And by adding automation to your engagement flows and customer service in the form of messaging bots to handle the most frequently asked customer questions, you can repeat repeated inquiries faster than ever, while providing personalization to a great extent.

Customers will appreciate the efficiency and speed of response. Almost 80% of consumers they say speed, convenience, professional help and friendly service are the most important elements of a positive user experience, according to PWC.

5. Solve customer problems faster

Messaging provides an opportunity to solve problems faster – there is a win-win for customers and busy service agents.

Messaging applications support rich multimedia content such as interactive voice, video, and images, which makes it faster and easier for service agents to collect and deliver the data needed for faster troubleshooting and troubleshooting.

This helps to improve important key performance indicators in customer care (KPI), such as first contact resolution (FCR), average handling time (AHT) and, crucially, customer satisfaction (CSAT).

The best way to build an emotional connection with customers is to get to know them on their own terms and interact with them through the same channels they use to connect with their family and friends – through social messages.

Request a demo by Hootsuite’s Sparkcentral to see how you can deliver an exceptional customer service experience on any digital channel.

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