Syncly (YC W23)’s Post

The customer experience of the future involves asking customers FEWER questions about their experiences. As we think about the products, we should also consider the customer satisfaction survey (e.g., CSAT) from a customer-oriented perspective. Here are three reasons why we should ask fewer: 1️⃣ Asking customers for feedback at every interaction in the middle of each user journey, especially when a certain user journey is not yet complete, can result in feedback that is not meaningful. This is particularly true for tech-enabled service providers, where dozens of interactions can happen in a short time for specific processes. Asking for CSAT at every conversation can lead to feedback that lacks meaning since the customer hasn’t yet received a complete service. 2️⃣ Response rates are also likely to be low. Customers are less motivated to respond because they feel they haven’t received a complete service. 3️⃣ The worst issues are often not identified through CSAT. Customers with low satisfaction are more likely to express their feelings naturally during conversations or on social, where their feedback can influence referral network effects, rather than through formal scoring systems. Therefore, proactively finding the key indicators of signals at the spoken word level on chat, call, and social should be prioritized over forcing people to answer scales that can be standardized.