24 Aug

Decoding DSAT in Call Centers: Turning Customer Dissatisfaction into a Growth Catalyst

The consumer’s age has brought the significance of the customer experience to the forefront. A recent report from Salesforce suggests that  76% of consumers expect companies to understand their needs and expectations. Call center metrics, especially DSAT or Customer Dissatisfaction Score, have become increasingly pivotal in this dynamic landscape. By recognizing areas of discontent, businesses can refine the entire customer experience, turning potential negatives into positives.

Understanding DSAT

DSAT stands out as a vital gauge within the world of call center metrics. This ‘Dissatisfaction Score’ enables organizations to measure the percentage of customer interactions, particularly in call centers, resulting in an unsatisfactory outcome. While CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) offer insights into positive touchpoints, DSAT zeroes in on the gaps.

Why Is DSAT Important in Call Center Metrics?

Proactive Problem Resolution: A Gartner study indicates that over 80% of businesses compete primarily based on customer experience. With call centers being the frontline, using DSAT can proactively identify and address customer pain points.

Enhances Customer Retention: As per a Bain & Company report, a mere 5% increase in customer retention can result in a 25% to 95% rise in profits. Addressing dissatisfaction highlighted through call center metrics, including DSAT, directly reduces churn.

Provides a Holistic View: DSAT, in tandem with other call center metrics like CSAT and NPS , ensures a comprehensive understanding of customer sentiment at every touchpoint.

Implementing DSAT in Call Centers
  • Clear Criteria: Within the call center realm, dissatisfaction could arise from various areas — long wait times, unresolved issues, or ineffective communication. Define these parameters clearly.
  • Feedback Channels: Microsoft reports that 90% of consumers deem an immediate response crucial when they have customer service questions. Call centers must integrate feedback avenues, such as quick post-call surveys, to gauge DSAT efficiently.
  • Real-time Monitoring: With technology advancements, real-time monitoring of DSAT scores in call centers is now feasible. Such instantaneous feedback can lead to immediate rectification, possibly salvaging a deteriorating customer relationship.
  • Staff Training: Given that 32% of customers, as cited by PWC, might abandon even a beloved brand after one bad experience, training call center agents to handle dissatisfaction with tact is paramount.
Limitations of DSAT

Although DSAT is a formidable call center metric, it’s not infallible. For instance, a minor system glitch and a significant communication breakdown might receive the same DSAT score. Hence, blending DSAT with other qualitative feedback methods is crucial.


As call centers remain crucial business touchpoints, metrics like DSAT become invaluable. By embracing DSAT and other call center metrics, businesses safeguard their customer relationships and open doors to continuous improvement. In the grand scheme, recognizing and acting upon dissatisfaction isn’t just about issue resolution; it’s a strategic move toward business excellence.

The Potential of NEQQO in Refining Call Center Experiences

In pursuing unparalleled customer service, the tools we employ often determine the quality of insights we glean. The “NEQQO” call center QA tool is a game-changer.

NEQQO is a powerful tool that helps achieve customer service excellence through advanced analytics, intuitive interfaces, and integration-friendly features. It enables a deeper understanding of customer-agent interactions.

With the insights provided by NEQQO, call centers can:

  • Identify training needs:  Recognizing patterns where agents may struggle enables targeted training, ensuring agents can handle every query effectively.
  • Enhance First Call Resolution (FCR): By analyzing successful interactions, NEQQO can help replicate best practices across the board, leading to increased FCR—a primary driver for customer satisfaction.
  • Reduce Average Handling Time (AHT): By recognizing recurring issues and streamlining solutions, NEQQO can assist in reducing AHT, resulting in a more efficient call center operation.

In essence, NEQQO measures and provides a roadmap for improvement by analyzing DSAT and other metrics.

By integrating NEQQO into call centers, businesses can improve customer experience while meeting KPIs.

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