CSAT (Customer Satisfaction Score)

A CSAT survey is a metric used to measure how happy customers are with a business's products, services, or overall experience. It's typically collected through surveys where customers rate their satisfaction on a scale.

Tools

FigJam, Figma, Mixpanel

Duration

Research & Design 2 months, with implementation taking 6 weeks.

Team

Product team which comprised of of myself (Product Designer) two front end engineers, and one Product Manager.

Project Overview

CSAT (Customer Satisfaction Score) is a survey to measure customer satisfaction of our B2B products including; Payments, Conversions and Exotic FX. The project took an estimated time of 3-4 months to complete and release. this project was completed with the help of the Products team at Orbital. Even though we released this feature in August of 2024, we are continuing to track user feedback using Mixpanel tool.

Why CSAT?

When I first joined Orbital, the business and product team wouldn’t base their MVP or business goals on user insights, it wouldn’t be user data driven. They were more focused on the business value then user value. After a few months into my role, I saw a great opportunity to use all of the product flows that we had in our Client Portal (Orbital platform) which generated the most revenue and decided to integrate a Customer Satisfaction Score (CSAT) (which is used to measure specific products) into our Payments, Conversions and Exotic FX products . After speaking with a few front end engineers, they told me that once we release the survey, we could track the results using 'Mixpanel (tool for gathering user data insights)

Competitors

I kicked off this project by researching strong competitors in the market for best CSAT industry practices such as; BVNK, Fireblocks, Circle, Ripple, Stripe, MoonPay, Ramp, and BitPay. Aside from BVNK, competitors don’t have in house CSAT surveys, they use a third party companies such as; Zendesk, Intercom, Delighted) who they themselves use companies such as; Survicate, Nicereply, and Simplesat to integrate into Slack to collect live results from users

CSAT guidelines

To help front end engineers and be certain that the Customer Service Team (who interact daily with our customers) would be happy. I had to make sure that we weren’t sending the same survey to users twice. I created a few guidelines to have a timeline structure.

Time Period
How long we will do this for

This can be done twice a year for the duration of (2-4 weeks) 3 months depending on response rate. Once the user has completed the survey, they should *NOT be asked to complete it again.

Timing
When it will happen?

We won’t run the surveys simultaneously. We will run the payments survey first and then we will run the Conversions survey

Location
Where it will appear?

The survey modals are triggered when the user clicks on the navigation link that takes them away from the transaction confirmation page. For the Payments survey: The CSAT modal will appear on the homepage OR on the Payments Dashboard depending on which navigation link they have clicked. For the Conversions survey:

The CSAT modal will appear on the homepage OR the Conversions Dashboard depending on which navigation link they have clicked. This is because it’s effective for collecting feedback while the experience is fresh in the user’s mind.

What happens when the user skips?

This could be something that we as a team can determine:
To carry on prompting them two or three times and then if they have not responded, send them a kind email with the survey questions .
OR
To carry on prompting them two or three times then not bother them again.

When would they see the CSAT again?

Once a user has given their response:
They will see this again when we run a new survey on the specific interactions/ features (For example; If/when we make any modifications to the designs/ flows.)

Long term goals of this

To use CSAT surveys to measure feedback for all important interactions, at a granular level.
This will help us drive continuous improvement, help inform business strategy by supporting data-driven decision-making.
It will also foster a customer-centric culture within the organisation.

Design Options

Exploration & Ideation

Testing Designs

We invited 3 Customer Service Team members to test and vote on which of the two designs they preferred. Orbital user’s mainly interact with the Client Portal platform with their laptops or desktop computers.

Q1. Which design did you find more intuitive?

Q2. Was one design easier to use than the other?

Q3. Which design was more appealing and encouraged you to interact with the survey?

2 out 3 team members preferred the rounded buttons modal as they found it easier to see the numbers and to click on. The product team also found it was the best choice as it was more in line with our library component CTAs.

Final Designs

Default CSAT modal
Detractor user - (this triggers the reason score modal)
Passive user
Promoter user (this score could mean that the user is a fan of the platform)
Score reason if users score 6 or below
Thank you modal

Results

9/10 users

Scored 7 or higher for Payments, Conversions and Exotic FX products.
Client Portal CSAT

Scored 87% with users
CSM Team

The CSM team are pleased that we are collecting instant user feedback, to keep users and the business satisfied.