Measuring customer satisfaction in call centers can be done better!

Measuring customer satisfaction in call centers can be done better!

Satisfied customers make repeat purchases and recommend your business to others, resulting in better business outcomes.

By prioritizing customer satisfaction in your call center, you can improve your reputation and build stronger relationships with customers. To gain insight into customer satisfaction, many different metrics and methods are available, including the popular Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT). Additionally, there are more specific methods, such as the First Call Resolution Rate, Average Handle Time, and the Customer Effort Score, which provide insights into your call center’s performance. Individual call centers also choose other Key Performance Indicators (KPIs) to gain insight into various quality aspects of conversations.

Measuring What Matters

Many managers opt for multiple statistics and methods, encouraged by call center software providers who increasingly offer insights into various statistics.

This raises several questions:

Are you measuring what you can manage as a manager?

  • Are you measuring all you can manage as a manager?
  • Are you measuring what call agents can influence?

Customer Feedback as a Boomerang

The Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) are determined by customer feedback through surveys. These are conducted after phone calls, via email, SMS, and Interactive Voice Response (IVR). These surveys not only irritate customers but also have a disappointingly low response rate. Moreover, psychological research has shown that measuring without feedback to the customer or a significant noticeable improvement actually decreases customer satisfaction.

Customer Satisfaction is an Emotion

Satisfaction is a feeling of happiness and positive surprise you get when you achieve something or fulfill a need. When someone says they are dissatisfied, it simply means they have negative feelings about it: fear, disappointment, and anger.

How Do You Measure an Emotion?

You don’t measure emotion from what the customer says or in feedback after the conversation. Feedback is an emotion and is expressed in how the customer says it. Not in an emoticon after the conversation, but in the intonation.

Recent research from Tilburg University shows that there is no difference between emotions conveyed only through the voice and emotions conveyed through both voice and gestures. Emotions in the voice play a significant role, more important than the 38% established by Mehrabian in earlier studies.


What if we could measure basic emotions such as happiness, surprise, fear, disappointment, disgust, and anger during real customer conversations? And do so without collecting feedback afterward?

With Vess360, you gain immediate insight into the 6 basic human emotions that played a role in the actual conversations. This makes it possible to measure real satisfaction and dissatisfaction. The value of this measurement is much greater than that of an NPS or CSAT for determining customer satisfaction. Moreover, the response rate is 100% and based on the actual conversation, not the interpretation after the conversation.

Actionable Insights

Unlike surveys, with Vess360 you can measure customer satisfaction at any desired moment. Even by target group or based on other segmentation. This provides insights you can act upon:

Trends and patterns in customer satisfaction Effect of improvements in process and product are immediately measurable Basis for training and coaching call agents.

The Next Step

Become a partner of Vess360 and gain direct insight into the real emotions in your service center. Help us develop a benchmark. Benefit your organization, your customers, and your agents. Start improving your service now.