Customer Satisfaction (CSAT) shows how many positive customer responses an agent receives vs negative responses as a percentage. The percentage shown on the Scorecard reflects an agent's Zendesk CSAT score.
It is the inverse of an agent’s NRR score (e.g. If an agent’s weekly NRR score is 40%, their CSAT will be 60%). Agents should aim to have as high a CSAT score as possible.
*As a rule of thumb: + CSAT% + NRR% always = 100%*
CSAT= positive customer responses ÷ all customer responses
🧮 How do we calculate this?
An agent’s CSAT is calculated weekly based on their involvement with the resolution of a ticket. There are 3 actions an agent can complete to be involved:
If an agent completes one of these actions in the timeframe between when a ticket is opened and a rating (positive or negative) is left by a customer this will impact their CSAT score.
If the action completed is in between a ticket being opened and a positive customer response, the agent will receive a 100% CSAT for this ticket and a 0% NRR and vice versa.
This score is then added to the total weekly pool of negative and positive scores an agent accumulates over a week to create an average weekly CSAT score.
*If multiple agents complete an action within the same timeframe (between an action and a customer rating), all agents involved will receive the same CSAT/NRR score for this ticket*
When looking at examples of how CSAT can be calculated there are 3 typical scenarios:
1. Single agent w/ single customer response (most common)
2. Multiple agents w/ single customer response (less common)
3. Multiple agents w/ multiple customer responses (rare)
Single agent w/ single customer response
The vast majority of scenarios involve one agent answering a ticket with a single customer rating. For example:
- An agent opens a ticket that involves an unhappy customer asking for a refund for a product they purchased.
- The agent then leaves a public comment apologizing and offering a full refund to the customer.
- The customer leaves a positive rating.
- The agent receives a 100% CSAT for this ticket, which is added to his/her cumulative average CSAT score for the week.
Multiple agents w/ single customer response
Sometimes, multiple agents will work together to resolve a single ticket. Perhaps an agent doesn’t have time to resolve it and a colleague will take over, or perhaps they ask for some assistance to work collaboratively. For example:
- Agent 1 opens a ticket that involves an unhappy customer asking why the product they ordered hasn’t yet arrived.
- Agent 1 is new to the job so he/she asks Agent 2 to leave an internal note to give some guidance on how to solve the issue.
- Agent 2 leaves an internal comment.
- Agent 1 then leaves a public comment to try to resolve the issue.
- The customer is satisfied with the response and leaves a positive rating.
- Both agents receive a 100% CSAT for this ticket, which is added to their cumulative average CSAT score for the week.
Multiple agents w/ multiple customer responses
Whilst it rarely happens, there can be scenarios where multiple agents will work on a ticket that receives more than one rating from the customer.
Any action that is completed by the agent in a positive time frame will delegate 100% CSAT and any action in a negative timeframe will receive 100% NRR. In the scenario that an agent completes two actions, 1 in a negative timeframe and 1 in a positive, they will receive 50% NRR and 50% CSAT for this ticket, For example:
- Agent 1 opens a ticket that involves a customer asking for an extension on his free trial.
- Agent 1 isn’t sure about the protocol for extending trials so he sends a public comment asking the customer to wait while he confers with his colleague.
- The customer leaves a bad rating.
- Agent 2 intervenes and leaves an internal note to provide Agent 1 saying he may offer the client an extra 1 week on their trial.
- Agent 1 leaves a public comment offering the customer the 1 week extra.
- The customer is pleased and leaves a good rating.
- Agent 1 receives 50% NRR as he/she was involved in 1 positive and 1 negative timeframe. Agent 2 receives 100% CSAT as he/she was involved only in a positive timeframe.
🙋 So what does this mean for me?
Agents should aim to achieve as high a CSAT % as possible. The metric is crucial to understanding how customers feel about your customer service. A high CSAT % is a great indicator of customer loyalty and brand advocacy.