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We published a new research paper today where we ran a study to prove why CX leaders using CSAT and NPS as main KPIs in their dashboards are running their VoC programs off of misleading metrics.
We analyzed 8,880 real-world customer support conversations for a company, where only about 6% of customers ended with a CSAT rating (about industry average). Those responders averaged 3.62 out of 5. The 94% who never rated averaged 2.91 when enriched for predicted scores from the conversation. Across all customers who actually made contact with support, satisfaction is a full 0.71 points lower than the survey reports.
One conclusion from this is that the CSAT dashboard isn't the Voice of the Customer, but the voice of the SATISFIED customer, and nearly everyone who had a worse experience (94%) left no rating. All of our customers at Dimension Labs have unified KPIs across 100% of their customer interactions leveraging our text dimensionality approach.

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