Customer Satisfaction Analysis – Identification of Key Drivers

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People often underestimate the importance of customer satisfaction analysis and its importance to overall metrics in customer support. The thing is, a company is judged foremost by their CRM and customer service. Great customer service goes mostly without being noticed, while poor customer service is the stuff of legends and is never forgotten.

This means that no matter how great your company and service/product is, poor customer service will destroy you permanently. This means that customer satisfaction analysis is something you must always keep your eyes on, because when the analysis returns bad results, there is severe cause for concern in the near future, and it must be addressed right away.

So, what are the key factors to analyze for customer satisfaction? Well, let’s take a little look at them and see if we can’t make sense of all of this.

The first bit of data to watch is rate of first call or first contact resolution. The goal for all support agents is to resolve the problem a customer has, or to answer the questions they may have during initial discourse, requiring no further initiations of conversation or calls into the center in order to successfully resolve an issue.

If the first call resolution rate is significantly low, then there is cause for concern about customer satisfaction, and the level of effectiveness with which your customer support department is functioning. This can be damaging with customers, who will recall that it was cumbersome and slow for you to fix anything that went wrong, and this can discourage them from continuing to use you out of a desire to shift away from known nuisances.

Another factor to watch is repeated instances of the same problem occurring in customer service. If users are constantly calling in with repeated issues you know should be fixed and immaterial, then customer satisfaction is going to be on average low due to the persistent and silly problems they are always confronted with on a long term basis.

This is an indication to fix these problems once and for all.

Finally, a big artery to feel the pulse of is social network presence. Watch what customers tweet about your company and your customer service. Be proactive and thank complementers and apologize to detractors with the same enthusiasm and balance. This will ensure a positive opinion of your company and be the first swaying point for improvement if it is discovered to be needed.

Customer satisfaction analysis is just about mainly watching the level of success in rendering the results you feel your customers desire and is part of your mission statement to ensure. But, this is an involved science, and as a result, there is a whole field of analysis and logistics behind this concept which has sprung up in recent times. Further reading on these topics is beneficial to you, as it gives you yet more detailed looks into how to detect dissatisfied customers and be proactive and responsive in dealing with it when encountered, before it becomes too much of a compounded issue to resolve at all. This is important, so further reading is a must.


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is Specialist in Customer Success and chief writer and editor of I Want It Now, a blog for Customer Service Experts. Follow her @StefWalkMe