Customizing CSAT

  • Understanding CSAT

    Your customers can provide feedback about their support experience by rating their solved tickets. When you enable CSAT (customer satisfaction ratings), end-users receive an email 24 hours after the ticket has been set to solved that asks them to briefly evaluate their experience, as shown here:

    CSR question

    The survey is designed to maximize the response rate by being quick and simple while also gathering the essential data: a positive or negative rating. Customers can also provide a comment if they want. You can view your overall score and individual ratings in the Customer Satisfaction dashboard (see Viewing your Customer Satisfaction score and ratings).

    Customer satisfaction rating is available with Support Professional and Enterprise plans. You must be an administrator to enable customer satisfaction ratings.

    Understanding the end-user experience

    End-users don’t have to be logged in to rate their tickets. Clicking a response link in the email opens a URL to the ticket and prompts the end-user to rate the ticket and add a comment if they’d like. In this example, the end-user clicked the ‘Good, I’m satisfied’ link so the Good button is shaded green to indicate that it is the selected rating. A comment can be added and the rating can be changed.

    CSR updated

    If you have satisfaction reasons enabled, end-users who select ‘Bad, I’m unsatisfied’ are presented with a drop-down menu of possible reasons for their negative response.

    CSR with bad reason

    Selecting a response is optional, and can be skipped. For information on this feature, see Working with satisfaction reasons.

    In Help Center, the rating prompt appears on tickets for which the Ticket Satisfaction is set to Offered by an automation or trigger. For more information, see Understanding how the survey request is sent.

    End-users can change their rating by clicking the emailed link again or by accessing the ticket through the My activities page in Help Center, then resubmitting their response. Ratings can be changed until the ticket is closed. See Tracking your support requests for information on viewing your tickets in Help Center.

    Dylan Dimico shares some tips and tricks on changing your bad satisfaction ratings to good. Check it out in Changing bad satisfaction ratings to good.

    The following rules apply to end-users when using satisfaction rating:

    • End-users cannot opt-out of receiving survey requests.
    • Satisfaction rating is per ticket, not per customer. End-users receive a survey request for each of their tickets that are solved.
    • Once a ticket is set to “Closed” status, the temporary URL will no longer work. It will re-direct the user to a generic page.

    When and how end-users are asked for a satisfaction rating through email is customizable. You can set a time other than the default 24 hours later for to send the email. You can also add the survey request in the email that customers receive when a an agent marks a ticket as solved instead. You can also use business rules to be more selective about (include or exclude) which tickets generate the survey request. If you send a satisfaction survey before the ticket is solved, end users need to sign in to access it.

    Understanding how the survey request is sent

    When you enable customer satisfaction rating (see Enabling customer satisfaction rating), a system-generated automation called Request customer satisfaction rating is added to Zendesk Support. This automation sends the survey email to the ticket requester 24 hours after the ticket is solved. You can of course customize this.

    The email body in the automation uses a placeholder called {{satisfaction.rating_section}} to insert the survey question into the message, as shown here:

    Hello {{ticket.requester.name}},
    
    We'd love to hear what you think of our customer service. Please take a moment to answer one simple question below:
    
    {{satisfaction.rating_section}}
    
    Here's a reminder of what your ticket was about: {ticket.comments_formatted}}
    

    When customers receive the email, they simply click either the Good or Bad links and follow the steps described above.

    For more details about the automation, see Customer satisfaction rating automation.

    As noted above, the survey is sent when the ticket is set to Solved. It’s possible to use a different status in the automation, such as Pending, but the ticket would have had to be set to Solved at least once before.

    About the Request Customer Satisfaction Rating automation

    The customer satisfaction rating automation, Request customer satisfaction rating (System Automation), sends the survey request email 24 hours after a ticket has been solved.

    csr_automation_conditions

    Remember that the condition statement is Hours since solved is 24 not Hours since solved greater than 24. This means that when you first enable customer satisfaction rating, none of the tickets that have been solved for more than 24 hours will generate a survey email. You can change this of course.

    You might consider changing the number of hours after solved that you send out surveys to get more responses. Check out this blog post about maximizing survey responses.

    You’ll notice that there’s a Ticket Satisfaction condition as well. This condition has the following values:

    • Unoffered means that the survey has not previously been sent
    • Offered means that the survey has already been sent
    • Bad is the requester’s negative rating
    • Bad with comment is the requester’s negative rating with their comment
    • Good is the requester’s positive rating
    • Good with comment is the requester’s positive rating with their comment

    The unoffered value is used here because we only want to send the survey for tickets that have not already been rated.

    The automation actions send the survey request email to the requester.

    CSR automation actions

    The {{satisfaction.rating_section}} placeholder contains the rating question and answer links. You can modify the surrounding message as needed. And as always, a canceling action is used to complete the automation; ticket satisfaction is set to offered to requester.

    This automation can be modified to exclude tickets using many different criterion. For example, you might not want surveys sent for tickets assigned to a certain group or from a certain organization or for tickets containing certain tags.

    Understanding how agents receive the customer satisfaction rating feedback

    The results of customer satisfaction surveys for agents are shown in the agent’s dashboard and in a view called Rated tickets from the last 7 days.

    Agents see, in their dashboard (when they click the Home icon (Home icon) in the sidebar), the number of good and bad tickets for the last week and the overall satisfaction rating for the agent and all of the agents in Zendesk Support over the last 60 days (including the current day).

    CSR agent dashboard

    The calculation of the overall satisfaction rating uses the following simple formula:

    CSR score calculation

    This means that the score is an average of the total positive ratings from the past 60 days. An agent with a score of 90% means that over the past 60 days, 90% of the ratings they received were positive.

    Agents, groups, and the account all have scores. The overall account score (in the example above, 95%) is the average for all agents in Zendesk Support. The two ratings provide feedback about individual performance and the average performance of all agents.

    An overall rating score will not be shown until 30 tickets are rated. This applies at the agent, group, and account levels. This means that an agent needs 30 ratings, a group (all agents within the group) needs 30 ratings, and the account (all the agents in your Zendesk account) needs 30 ratings.

    The view (Rated tickets from the last 7 days) gives you a quick overview of the rating activity, with a Satisfaction column containing both Good and Bad ratings. You can clone and modify this view or create your own. This view is inactivate by default.

    The following rules apply to agents when using customer satisfaction rating:

    • Agents cannot rate tickets.
    • All agents see their ratings in their dashboard. This feature is enabled at the account level and applies to all agents in your Zendesk account. You cannot exclude individual agents from receiving ratings on the tickets they are assigned to.

    Additionally, ratings cannot be moderated. All ratings are shown.

  • Displaying satisfaction ratings in the Help Center

    You can display satisfaction ratings in your Help Center. This lets you show quick statistics based on your last 100 satisfaction ratings. The following data is shown:

    • Number of positive ratings
    • Number of negative ratings
    • Overall score (percentage of good ratings)

    Satisfaction ratings

    The numbers are based on your last 100 ratings, so it’s a sliding window that is recalculated every time you receive a rating. The appearance and wording is customizable.

    You must have Guide Professional and Support Professional or Enterprise to display satisfaction ratings and score in your Help Center.

    Getting the code for the ratings box

    You add the ratings box by pasting a code snippet into the HTML of a page or template. You must be an admin to get the code.

    1. Click the Admin icon (Manage icon) in the sidebar, then select Customers.
    2. Click the Satisfaction tab.
    3. Make sure that Allow customers to rate tickets is selected and that you have at least 100 ratings. If you don’t have at least 100 ratings, you’ll see the following message. In that case you have to wait until you get more ratings to use the ratings box.

      Rating less than 100

    4. Select Allow me to display public satisfaction statistics.
    5. Click Save Tab.

      The page updates with more information, including statistics based on your last 100 customer satisfaction ratings.

    6. Under How do I use it, copy all the HTML code in the box. You’ll only see this HTML code if you if have 100 or more satisfaction ratings.

    Adding the ratings box in the Help Center

    Guide Managers can add the ratings box to articles or to the home page of the Help Center.

    To add the ratings box to the home page of your Help Center

    1. In Guide, click the Customize design icon (Guide icon in the sidebar.
    2. Click the theme you want to edit to open it.
    3. Click Edit Code.

      Edit code

    4. In the Templates section, open the home page template.
    5. Paste the code for the ratings box in the template.
    6. Click Save.
    7. Click Preview to preview the effect of your changes on the page.

    To add the ratings box to an article in the Help Center

    1. In Guide, click the Settings icon (Icon settings) in the sidebar.
    2. Ensure the Display Unsafe Content setting is enabled.

      In this case, you want to allow unsafe content like script tags.

    3. Back in the Help Center, navigate to the article where you want the ratings box to appear.
    4. Click Edit article.
    5. Switch to the HTML editor by clicking Source code button on the editor’s toolbar.
    6. Paste the code for the ratings box in the page and click Save.

    The ratings box appears wherever you paste the code. If you want to customize the wording, the CSS, or place the box in a specific element on the page, see Customizing the ratings box below.

    Customizing the ratings box

    You can customize the satisfaction ratings box by changing the wording, changing the look, or setting where it appears on the page.

    Customizing the wording

    If you don’t like the default wording that appears under the three numbers in the ratings box, you can change it. In the ratings box code, look for the following values:

    Satisfaction.show({
        strings: {
          goodRatings:      "Said good",
          badRatings:       "Weren't so sure",
          score:            "Overall happiness",
          zendeskPlug:      "Powered by <a href=\"http://www.zendesk.com/\">Zendesk</a>"
        }
    });
    

    You can edit the values in quotes.

    Customizing the look

    The code you pasted into your HTML imports a CSS stylesheet:

    @import url(https://support.zendesk.com/stylesheets/public_satisfaction.css);
    

    If you want to customize the look of the ratings box, you an add your own CSS to the page where you put the ratings box, overwriting the CSS defined in the Zendesk stylesheet.

  • Customizing your customer satisfaction survey

    One of Zendesk Support’s most popular features is the built-in customer satisfaction survey. Customer satisfaction allows you to track how well your agents and customer service organization as a whole are performing on a ticket by ticket basis.

    Enabling the customer satisfaction feature

    To enable customer satisfaction surveys, click the Admin icon (Manage icon) in the sidebar, then select Settings > Customers > Satisfaction.

    When you enable customer satisfaction, a pre-built automation is automatically created for you. To see this automation:

    1. Click the Admin icon (Manage icon) in the sidebar
    2. Select Business Rules > Automations
    3. Open Request customer satisfaction rating (System Automation).

    It’s set up by default to send a customer satisfaction survey to your customers 24 hours after their ticket has been solved (not closed). We’ve found that this setup works really well for most companies that have a longer response cycle.

    The default conditions for the system customer satisfaction automation:

     

    Customizing when and how the customer satisfaction is requested

    But that’s not the end of the story… you can customize the customer satisfaction survey to meet your needs. Customer satisfaction is really nothing but a placeholder that you can use in any notification sent out by a trigger or automation. Yes, Zendesk Support provides you with a system automation specifically for customer satisfaction, but you can modify it, or even remove it altogether and trade it in for a trigger.

    As I pointed out earlier, the automation is defaulted to 24 hours. However, you can easily increase or decrease the length of time between when the ticket is solved and when the survey is sent by editing the automation:

     

    If you’re taking advantage of user and organization tagging, you may want to send customer satisfaction to only a subset of your user base. For example, do you want to make sure users tagged with “partner” never get a customer satisfaction survey? Add this condition under “ALL”:

     

    Are you afraid that users are receiving too much email? Consider combining the “solved” email notification with the customer satisfaction survey. To achieve this, simply deactivate the customer satisfaction automation, then go into triggers and edit your “solved” notification trigger. Add the customer satisfaction placeholder {{satisfaction.rating_section}} into your notification. That’s it! Now your “solved” notification will include a customer satisfaction survey:

     

    Customizing the customer satisfaction email

    If you want to customize the Satisfaction Survey section of the email notification, you can use system placeholders and HTML to do so. You’ll find the list of available placeholders in the Zendesk Support placeholders reference.

    For example, the default {{satisfaction.rating_section}} placeholder will return the following section:

    Customizing email template

    If you use the {{satisfaction.positive_rating_url}} and {{satisfaction.negative_rating_url}} placeholders plus custom HTML, you can transform the satisfaction section to something like this:

    How_would_you_rate

    Zendesk can’t provide customer support for your custom HTML or CSS. Please post any issues you have in the comments section or try searching for a solution online.

    Considerations

    When customizing your customer satisfaction process, you’ll want to think about different situations, and what will work best for both you and your customers.

    Are you more concerned about customers receiving too many emails? Consider combining customer satisfaction with another email. However, customer satisfaction may not get the attention (or response) when combined with other information.

    Also consider the case that a ticket is inadvertently marked as solved, or is solved before the issue is actually resolved for the customer. Sending out the survey in combination could actually result in more negative ratings. Using an automation instead allows a period of time to pass, during which a customer could choose to reopen his or her ticket.

    If your response cycles with support are typically shorter (e.g. most tickets take 5 minutes to answer), you may want to actually reduce the amount of time you wait before surveying customers. If your response cycles are measured in hour or days, 24 hours might be adequate. Timing is everything, and a perfectly timed customer satisfaction survey can truly help your response rate.

    For more in-depth instructions on configuring Customer Satisfaction, see Using CSAT.

  • Using CSAT

    Enabling customer satisfaction ratings

    By default, customer satisfaction ratings is disabled. You must be an administrator to enable it.

    You can also enable satisfaction reasons, which allow you to add a follow-up question to negative survey responses.

    To enable customer satisfaction ratings

    1. In Support, Click the Admin icon (manage_icon) in the sidebar, then click Settings > Customers.
    2. On the Satisfaction tab of the End-users (customers) page, click Allow customers to rate tickets.

    Zendesk Support is now set up to send your end-users the customer satisfaction rating email. Enabling this also creates a new automation called Request customer satisfaction rating (System Automation) and a view called Rated tickets from the last 7 days. Both can be modified as needed to suit your workflow.

    For information about using the Explore reports for customer satisfaction, see Viewing your Customer Satisfaction score and ratings.

    Using customer satisfaction rating placeholders

    Aside from the placeholder mentioned above,{{satisfaction.rating_section}}, the customer satisfaction rating feature adds four other related placeholders. All of these placeholders can be used in various ways and are described in the following table.

    Placeholders are best used in triggers and automations. Inserting them into a macro or comment creates a plain text version of the CSAT request, which permits other users to submit a satisfaction score for the requester and requires end-users to click the URL and sign into your Help Center to complete the survey.

    Table 1. Customer satisfaction rating placeholders

    Placeholder Description
    {{satisfaction.rating_section}} A formatted block of text prompting the user to rate satisfaction.
    {{satisfaction.current_rating}} The text value of the current satisfaction rating, either Good or Bad.
    {{satisfaction.positive_rating_url}} A URL to rate the support positively.
    {{satisfaction.negative_rating_url}} A URL to rate the support negatively.
    {{satisfaction.rating_url}} A URL to rate the support (positive or negative are not pre-selected).
    {{satisfaction.current_comment}} The comment that the user added when rating the ticket.

    Reporting on customer satisfaction

    You can view CSAT reports on the Satisfaction tab of the Explore Zendesk Support dashboard (see Overview of the Zendesk Support dashboard). If you are using Explore Professional, you can also build your own custom reports based on customer satisfaction data.

    If you haven’t enabled Explore, view your score and ratings in the Satisfaction dashboard. For more information, see Viewing your Customer Satisfaction score and ratings.

  • Working with satisfaction reasons

    Applying satisfaction reasons to ticket views

    You can create a ticket view to organize tickets by the satisfaction reason given, or to look tickets with a negative response and no satisfaction reason given.

    The reasons included in your survey appear as condition elements in the views builder:

    View conditions

    For information on building ticket views, see Using views to manage ticket workflow.

    Applying satisfaction reasons to business rules

    You can create business rules - triggers and automations - based on satisfaction reasons to draw attention to tickets with certain responses.

    The reasons included in your survey appear as conditions in the triggers or automations builder:

    Trigger conditions

    For more information on triggers and automations, see the following articles:

  • Enabling and customizing satisfaction reasons

    Customer satisfaction rating surveys allow you to measure how happy your customers are with the services you provide. Inevitably, you’re going to receive a less-than-glowing response (rare as it may be). You can learn about the issues behind a bad satisfaction rating by asking any customer who gives a negative survey response to select a reason for their dissatisfaction.

    Enabling satisfaction reasons

    Satisfaction reasons are managed through the Customers settings.

    To enable satisfaction reasons

    1. Click the Admin icon (Manage icon) in the sidebar, then select Settings > Customers.
    2. On the End-users (customers) settings page, click the Satisfaction tab.
    3. In the Configuration Options section, click the checkbox to enable Ask a follow-up question after a bad rating. This opens the satisfaction reasons picklist.

      Config options

    4. Click Save Tab to accept the default reasons:

      • The issue took too long to resolve
      • The issue was not resolved
      • The agent’s knowledge is unsatisfactory
      • The agent’s attitude is unsatisfactory

      You can accept these reasons, or create customized reasons. See Customizing satisfaction reasons below for information.

      Once enabled, customers who respond to your survey by selecting “Bad, I’m unsatisfied” see a follow-up question that asks “What is the main reason you are unsatisfied?”, with a drop-down menu to choose their reason:

      CSR with bad reason

      This follow-up question is optional - customers can skip it by simply ignoring it and clicking Update - and it only appears to customers who select the response “Bad, I’m unsatisfied”.

    Customizing and localizing satisfaction reasons

    The default reasons address common, service-related issues customers may have, but these may not serve your needs. When you enable satisfaction reasons, you can customize the reasons offered to your customers to better reflect brand and product-specific language, unique customer experiences, and even cultural differences. You can also localize your custom reasons to reach customers in multiple languages.

    Customizing the reasons list

    There are any number of reasons why you may want to customize the reasons offered to your customers. Maybe you want to clarify whether a customer’s dissatisfaction is with a product rather than the service they received, focus on different aspects of your customer service, or simply change the reasons’ language to match your company’s style.

    You can add an additional reason to the default list (up to five reasons are allowed), and remove the default reasons to make room for your custom reasons. However, the default Some other reason cannot be removed from the list.

    The order your reasons appear in is randomized for each user, to prevent order bias.

    To add a reason to the list

    1. Click the Admin icon (Manage icon) in the sidebar, then select Settings > Customers and click the Satisfaction tab.
    2. Click the “+” button in the right-hand column and enter text for a new, custom reason.

      Customize reason 1

    3. Click Enter or click away from the text field to add the new reason to the Reasons not in use column. Reasons in this column do not appear in the customer survey follow-up question.

      Customize reason 2

    4. Next, move the reason to the Reasons in use column, so it is included as an option in the survey follow-up question.

      Customize reason 3

    5. Click Save tab. Your new reason is now included as an option in your survey.

    While default reasons cannot be deleted, you can move them (as well as any custom reasons) into the Reasons not in use column, to make room for more custom reasons, or just to remove them from the reasons list.

    To remove a reason

    1. Click and hold the reason in the Reasons in use column you want to remove.
    2. Drag the reason into the Reasons not in use column.
    3. Click Save tab. The reason is removed from the survey.

    To edit a reason

    1. Drag the reason you want to edit into the Reasons not in use column.
    2. Hover the cursor on the right side of the reason you want to edit. When the cursor symbol changes to a hand, click the reason.
    3. Edit the reason text as you need. When you are finished, press enter.
    4. Click Save tab.

    Localizing custom reasons

    You can customize your satisfaction reasons to appear in each of your customer languages, by integrating your reasons with dynamic content (available on Professional and Enterprise plans).

    To localize a reason

    1. Click the Admin icon (Manage icon) in the sidebar, then select Manage > Dynamic Content.
    2. Click add item to add a new dynamic content item.
    3. Add a new title for your dynamic content item, select your default language, and enter the translation for this language.

      Localize reason 1

    4. Click Create to create the new dynamic content item.
    5. Click add variant to add a new translation for your dynamic content item.
    6. Select a language for your item and enter the new translation.

      Localize reason 2

    7. Click Create to save the new translation. In this example, the satisfaction reason is localized in English and Spanish and has a new dynamic content placeholder, {{dc.sat_reason_product_issue}}

      Localize reason 3

    8. Navigate back to Settings > Customers > Satisfaction.
    9. Click the “+” button to add a new satisfaction reason.
    10. Insert your new dynamic content placeholder into the text field and type “Enter” or click away from the text field. The placeholder gets resolved to the language of the account when saved to make the satisfaction reasons easier to manage.

      Localize reason 4

      If available, the translated satisfaction reason will appear in the correct customer language.

      Localize reason 5

    Using satisfaction reasons in reporting

    Customer satisfaction reasons can be used with Zendesk Support’s reporting functionality, on the Satisfaction dashboard, and in Zendesk Insights.

    In the Satisfaction dashboard, reasons are included in the Feedback section, as a sortable column, and as filter.

    Dashboard reasons

    For information on working with the Satisfaction dashboard, see Viewing customer satisfaction score and ratings.

    In Insights, users can use satisfaction reasons as metrics to analyze data and build reports.

    Reason insights

    Barchart insights

    For information on working with Insights, see Creating reports and dashboards in Insights.