Dissatisfaction (DSAT) Analysis

I’m trying to improve our DSAT (Dissatisfaction) scores for a technical campaign about cloud queries for resellers.

I have a standard analysis process, but I’m looking for creative ideas to help boost our results. What unique strategies or tools can you suggest to analyse and improve customer satisfaction in this area?

Question asked by Navid

What is DSAT?

DSAT is a measurement in Customer Service, Contacts Centres or BPO. It is an abbreviation for Customer Dissatisfaction.

Typically is is used as a percentage of customers that are dis-satisfied.

It is in effect the opposite of the CSAT Score (or the Customer Satisfaction Score).

How to Calculate a DSAT Score (Customer Dissatisfaction Score).

It is simple to calculate a DSAT score  although there are two methods for calculating it.

Method 1 – Percentage of Unhappy Customers

You take a survey of the number of customers and work out the number of satisfied customers.

This can be done either on a 3 point scale – (Happy – Neutral – Unhappy) or a score out of 5 or out of 10. Most scales score a customer that gives a score as less than 6 out of 10 as being dissatisfied.

Method 2 – Calculate the CSAT Score and take away from 100

So if you have a customer satisfaction score of 75%, your DSAT score would be

DSAT = 100 – CSAT = 100 – 75 = 25%

Here is an article on How to Calculate a CSAT score

First Try to Categorise In the CRM

I think that the first task that you should do is to categorise the types of Dis-satisfaction in the CRM system. You can do this with a reason code.

For for instance is it billing, price, customer service, service outage etc.

Once you have some of this detailed you can start to cross-correlate other problems.

You may also find this article helpful: Identify Your 3 Most Common Customer Issues, and Fix Them

With thanks to Jonty

3 Techniques to Reduce Customer Dissatisfaction

1. Streamline Processes

Streamlining processes means making it easier for customers to interact with your business. This can include simplifying your website so it’s easy to navigate, reducing the steps needed to make a purchase, or speeding up how customers can ask for help.

By creating a smoother experience, customers can find what they need quickly, which helps reduce frustration and makes them happier with your service.

2. Implement a Feedback Loop

Implementing a feedback loop involves regularly asking customers for their opinions through surveys, calls, or online reviews.

This helps you understand what customers like and what problems they face. By paying attention to their feedback and making changes based on their suggestions, you can improve your products and services. Showing customers that you value their input helps build a better relationship with them.

3. Address Underlying Issues

Addressing underlying issues means looking closely at customer complaints to find common problems. By figuring out why these issues keep happening, you can work with your team to fix the root causes.

For example, if many customers are unhappy with a specific feature, understanding what’s wrong can help you improve it.

Fixing these issues not only helps current customers but also prevents future problems, leading to greater customer satisfaction.

For more on dealing with unhappy customers, read these articles next:

• How to Handle Contacts From Challenging Customers
• The Top Words and Phrases Customers Use to Express their Dissatisfaction
• How to Handle Angry Customers in a Call Centre

Author: Jonty Pearce
Reviewed by: Hannah Swankie