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Improving Your Customer Satisfaction (CSAT) Score with On-Demand Customer Experience


How does your customer satisfaction (CSAT) score stack up against the competition? Here’s how on-demand customer service can help improve your CSAT scores.

Today more than ever before, a superior customer experience has become the key differentiator that separates the great companies from all the others.

“Great companies don’t put customers on hold for extended periods of time,” writes Shep Hyken at Forbes. “They don’t take hours, or even days, to respond to emails and social media posts. No, the best companies have knowledgeable and helpful people who have been trained to not only answer questions and solve problems, but to also create confidence with the customer.”


In other words, today’s customers expect competence. They expect responsiveness. They want quick, helpful interactions—and they want them on their own terms.

If you’re curious about how well you’re fulfilling these needs, look to your CSAT score: An industry measurement of customer satisfaction, the CSAT score was designed to provide insight into how your customers really view your company, and how well you’re doing with the people that matter the most.

At Working Solutions, we know how to engage customers, and our CSAT scores show it: We rank approximately 13% higher than the industry average for outsourced customer service. And that’s no accident. Over the past decades, we’ve worked hard to build out a sophisticated, on-demand model of customer service, using a network of highly skilled, home-based representatives who are motivated to provide the best possible customer care.

But what does this on-demand customer experience model offer that the others don’t—and how can you leverage it to help improve your own CSAT scores? Let’s take a quick look at the most common types of customer service model, and why on-demand is rapidly outpacing them all.

From In-House to On-Demand: Finding the Customer Service Model That’s Right For You

1. In-house Staff: The most basic form of customer service involves building your own in-house team to include all the personnel you need to handle customer care in all its aspects. This is typically accomplished either by a corporate HR team or with the help of a recruitment agency.

What are the benefits? With in-house staff augmentation, you have full control over your customer experience—from the strategy to implementation, including the hiring and training of all personnel. You set the hours; you craft the message; you design the experience for each customer.

Potential drawbacks? To busy managers, these benefits may also be drawbacks. Consider that you bear all responsibility for training and administrative support for all staff members, not to mention infrastructure and expenses and all decisions regarding hiring, firing, promoting, distributing responsibility and team building.

Is it right for you? With an in-house team, you’re taking the entire customer service into your own hands. If you’re confident in your ability to deliver a premium experience—and to deliver around-the-clock support via all of the modern tech channels that today’s customers embrace, including voice, text, instant chat, social, and many others—then this may indeed be the best route for you to take.

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2. Staff Augmentation via Temp Agency: Another form of staff augmentation is filling out your customer service staff with personnel provided by a temp agency. This is just what it sounds like: Partnering with a temp services provider to enlist personnel to handle all of your customer service needs, whether on-site or off.

What are the benefits? In most models of this type, you still provide the customer experience strategy and general management, but a temp agency handles the logistical work of recruitment, onboarding, and payroll. You have control, but not the burden of complete administrative management.

Any potential drawbacks? Just as with standard in-house customer service staff, you must be confident in your ability to engineer a superior customer experience—and in this case, to do so using agents who may not be fully committed to (or conversant in) your message, must less your actual business and brand.

Is it right for you? Using temp workers for the crucial role of delivering customer experience is advisable only in extreme situations—unforeseeable fluctuations in call volume, for example, or crisis management. A truly forward-thinking customer service strategy that’s designed to ramp up CSAT scores rarely makes use of temp workers.

3. Off-Shore Outsourcing: Particularly in the 1990s, offshore outsourcing was a popular way to defray the costs of a high-volume cost center while still maintaining ‘round-the-clock access. Offshoring gives you access to qualified talent at a relatively low price, and a measure of control over the messaging as well.

What are the benefits? Offshoring offers the not-insignificant advantage of a lower overhead. And while most major business have moved away from it, offshoring can still prove helpful for companies looking for temporary assistance during a product launch or to enter new markets.

Any potential drawbacks? The negative associations of offshore customer service have become a punchline in recent decades, with most companies steering away from the model in favor of service that’s more culturally in sync with their customers.

Is it right for you? If you’re looking for quantity over quality, offshoring could make sense for your organization. But if you’re looking for the kind of premium customer care that results in higher CSAT scores, you’re simply not as likely to find it with offshored agents.

If you’re looking for the kind of premium customer care that results in higher CSAT scores, you’re simply not as likely to find it with offshored agents.

Consider also that the rapidly expanding technological footprint of the modern contact center means that using the services of a sophisticated contact center is no longer the investment it once was. Today, a premium customer experience can be delivered with home-based agents via our final model of customer service…

4. The On-Demand Model of Customer Care: Today’s most sophisticated method of outsourced customer care is the on-demand model, which fluctuates with service volumes. It gives customers instant (or near-instant) access on whatever channels they prefer. This means partnering with a dedicated customer experience solutions provider with the capacity to engage effectively on any of today’s most-used platforms.

What are the benefits? Proactive and comprehensive, the on-demand model offers the advantage of covering all your bases, now and in the future. By enlisting the help of a dedicated contact center partner, you can set the tone and message of your customer experience while defraying the time spent in administrative management and money spent in infrastructure costs.

Any potential drawbacks? If customer experience is important to the future of your business—if you see the value in boasting a double-digit, higher CSAT score than your competition—then the only potential drawback of the on-demand model is failing to choose the right provider to deliver it. Remember to choose a partner that you could be proud to have represent your brand and can provide a flexible network of agents who can scale up or down with you.

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Is it right for you? Is on-demand customer care truly the right choice for your organization? We’ve got the answers to these and more questions: Contact us today to schedule a complimentary consultation with a customer experience expert.

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Can our industry-leading customer satisfaction scores help you transform your customer experience into a key differentiator?

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