‍The Importance of Listening to Customers: How the Right Approach Can Help Improve CSAT

This is the story of how listening can help improve CSAT by building stronger relationships with their customers while also improving their Customer Satisfaction (CSAT) ratings.
Written by
Kinga Edwards
Published on
March 26, 2023
Table of Contents
Subscribe to our newsletter
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Once upon a time, there was a company that prided itself on its customer service. Its customers felt valued and respected, and knew that their needs would be taken care of in a timely manner. But one day, something began to shift. Customers started to feel unheard, as if their concerns were falling on deaf ears. Now the company needed to find a way to regain its loyal customer base… The key was listening.

By understanding how important it is to listen to customers and having the right questions ready at all times, the company was able to turn things around and build stronger relationships with their customers while also improving their Customer Satisfaction (CSAT) ratings. This is the story of how listening can help improve CSAT.

Why Is Active Listening Critical?

Let's say you come across a customer who is angry and frustrated with your product or service. Your instinct may be to immediately address their complaint, but before you do that it's important to take the time to actively listen. Active listening means not only hearing what the customer is saying, but also understanding why they feel this way and how they want their issue resolved.

You might have the urge to jump in and offer solutions, but your customer will appreciate it more if you take the time to really understand their needs. This shows that you care and value their opinion, and helps build trust between you and your customers.

Active Listening vs Passive Listening

Active listening and passive listening are fundamentally different approaches to customer service. Active listening involves actively engaging with customers, asking questions and responding to their concerns in an empathetic manner. This helps to create a relationship of trust and respect between the customer and support team, while also ensuring that all the customer's needs are fully addressed.

On the other hand, passive listening involves simply responding to customers with predetermined answers or solutions without taking the time to understand their issue. This approach can often result in customers feeling unheard or disrespected, leading them to become frustrated with the company and its services.

Active listening is therefore essential for improving Customer Satisfaction (CSAT) as it leads to better relationships with customers, resulting in satisfied and loyal customers.

Factors Impacting CSAT in your customer support

Active listening is one of the most important factors here, but not the only one. Other factors that can have a positive or negative effect on CSAT include:

• Speed of response: customers want to receive help quickly, and long wait times will lead to lowered satisfaction.

• Automation: While automation can be an effective tool for providing general information, it is important to recognize that customers may not appreciate automated responses when seeking personalized solutions. As such, utilizing visual and interactive videos to address common customer queries can offer an instant resolution to their needs while still providing a human touch.

Here is a list of 8 Factors impacting CSAT in customer support:

#1 Response Times

In short: How quickly customers receive a response from your customer service team has a huge impact on customer satisfaction.

Response times can make or break customer service experiences and have a direct impact on CSAT. Customers expect to receive quick responses from support teams, as delays in response times can lead to frustration and dissatisfaction. Having a standard procedure for managing inquiries efficiently, as well as having staff always available to respond timely, is essential for providing better customer service. You can have a look at Sprout Social pricing and features which includes built-in social listening templates to help you out.

#2 Product Knowledge

In short: Customers expect agents to be knowledgeable about the products and services they are working with.

Having a thorough understanding of the products and services being supported is critical in providing effective customer service. Agents should be knowledgeable about all aspects of the product and have a comprehensive understanding of how it functions in order to address customers’ individual needs. Having access to up-to-date training documents, as well as providing support staff with ongoing education on the product, can help ensure that they remain knowledgeable and are able to give accurate answers.

#3 Professionalism

In short: Agents need to communicate professionally with customers in order to create an atmosphere of trust and respect.

Professionalism is an important factor in providing quality customer service. Agents should strive to be courteous and respectful when communicating with customers, and ensure that their tone is both friendly and professional. This helps ensure that customers feel comfortable engaging with the team, which is necessary if they are to trust that their needs will be met.

#4 Empathy

In short: Support teams should strive to show empathy when talking to customers, as this helps build better relationships and make customers feel understood.

The ability to show empathy and put oneself in another's shoes is essential when providing customer service. For example, this SF escape room actively evaluates its customers’ happiness, instead of passively waiting for canned surveys.. Customers want to feel understood and taken seriously, so agents should strive to listen carefully and take into account their individual needs. While  this may require more time and effort, it is a key factor in creating better customer relationships and improving customer satisfaction.

#5 Problem-Solving Ability

In short: It is important for agents to have good problem-solving skills in order to quickly resolve customer issues.

Handling customer complaints and other issues quickly and effectively is important for creating a good customer experience. Support teams should equip their agents with the necessary skills to solve customer problems quickly, such as troubleshooting techniques and problem-solving strategies. It's no longer enough  to simply answer customer questions; agents need to be able to actively solve customer problems in order to ensure satisfaction.

#6 Active Listening

In short: Taking the time to actively listen to what customers have to say will ensure that all their needs are fully addressed and they feel respected by your company.

Active listening is one of the key skills that customer service agents should possess. It involves paying close attention to what customers are saying, and showing an interest in their concerns. And in order to provide customers with the best possible service, agents should seek to understand them on a deeper level by asking follow-up questions and repeating back their replies.

#7 Availability

In short: Customers expect there to be someone always available for them so support teams need reliable procedures for managing inquiries efficiently and on time.

Imagine a customer trying to get an answer to their question and being told that no one is there to help. This would lead them to feeling frustrated and ignored, which could easily put them off using your service in the future. To avoid this, it is important for customer service teams to have reliable procedures in place for managing inquiries efficiently. Ensuring that staff are available to respond to customers on time and in a timely manner is essential for providing quality customer service. You can pay software developer hiring cost to get your own software that will provide customer support immediately and will sort all queries by problem tyme that will improve and faster the help process.

Furhtermore, outsourcing technical support can have a positive and impact on customer satisfaction. The impact of outsourcing technical support on customer satisfaction will depend on a variety of factors, including the quality of the third-party vendor, the level of training provided to their staff, and the level of support offered by the company itself.

#8 Follow Up

In short: Follow up after each customer interaction to ensure that all their needs were met and no issues remain unresolved

Would you like to be left in the dark? Neither do customers. It is important to follow up after each customer interaction in order to ensure that all their needs were met and no issues remain unresolved. This should be done both through direct communication with the customer, as well as tracking all their requests and feedback in a meaningful way. Following up can also provide useful insights into areas of improvement for your customer service team.

Stop looking for excuses, start listening

Whereas customer service may seem like a daunting task, if done strategically and with the right attitude it can be an incredible asset. Being able to provide your customers with timely, accurate, and helpful assistance is the key to building trust and creating long-term relationships. Of course, only if you want to.

Grow your business automatically

Don't waste time on repetitive tasks. Let automations handle it.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.