What is Customer Satisfaction: Definition and Importance

What is Customer Satisfaction: Definition and Importance

Customer satisfaction is a fundamental aspect of any successful business. It refers to the extent to which customers are pleased with their overall experience of a product or service. High customer satisfaction is indicative of a thriving business, as satisfied customers are more likely to continue purchasing from a brand and recommend it to others.

In a recent Zendesk Customer Experience Trends Report, it was revealed that 61 percent of consumers would switch to a competitor after just one negative customer experience. This statistic emphasizes the importance of prioritizing customer satisfaction across all businesses, regardless of their size or industry.

What Does it Take to Satisfy the Customer?

To satisfy customers, businesses must understand and fulfill their expectations. However, research shows that there is often a disconnect between what businesses believe satisfies customers and what actually does. In the same CX Trends Report, 68 percent of customers stated that customer service feels like an afterthought for most businesses they buy from, despite 60 percent of companies giving themselves high marks for service.

These findings indicate that businesses need to bridge this gap by focusing on effective and efficient customer service. According to the report, only 18 percent of buyers are extremely satisfied with the number of communication channels offered by businesses, and less than 20 percent report strong resolution speeds. By understanding what outstanding customer service means to their unique audience, businesses can make strides towards improving customer satisfaction.

The Importance of Customer Satisfaction

Customer satisfaction is crucial for several reasons. Firstly, it reflects whether customers approve of a business’ efforts and align with its brand values. High customer satisfaction leads to increased customer retention, higher lifetime value, and a stronger brand reputation. On the other hand, low customer satisfaction scores highlight areas for improvement and provide valuable insights for enhancing products, services, and the overall customer experience.

Let’s explore some specific reasons why customer satisfaction is important:

1. It Drives Customer Loyalty

Unhappy customers are more likely to share negative experiences with others compared to satisfied customers sharing positive experiences. Given that 79 percent of people in the United States use social media, negative experiences can spread rapidly, potentially impacting a brand’s reputation. Prioritizing customer satisfaction and addressing negative feedback can result in better reviews and attract more customers.

For instance, if a customer vents their frustration with a company on Twitter, responding quickly and offering a resolution can help salvage the situation and mitigate damage. By addressing their concerns and resolving the issue privately, businesses demonstrate their commitment to customer satisfaction.

2. It Reflects Team Performance

Measuring customer satisfaction allows businesses to gauge not only how customers feel but also how their support team performs. Key metrics, such as initial response time, resolution time, and the number of transfers, provide insights into customer satisfaction levels.

For example, long wait times are among the most frustrating aspects of poor customer service, according to the CX Trends Report. By analyzing these metrics, businesses can identify pain points and improve their team’s ability to respond promptly and efficiently.

3. It Encourages Repeat Purchases

Satisfied customers are more likely to remain loyal and make repeat purchases. According to the CX Trends Report, 57 percent of consumers consider excellent customer service a factor in their brand loyalty. Conducting polls and monitoring customer behavior, such as tracking repeat purchases and reading reviews, can help businesses assess customer satisfaction and identify any areas for improvement.

For instance, customers who consistently receive exceptional service are more likely to return and recommend a business to others.

4. It Increases Customer Lifetime Value

Satisfied customers not only tend to remain loyal but also contribute to a business’s bottom line. The CX Trends Report reveals that more than 90 percent of consumers are willing to spend more with companies that offer streamlined customer experiences.

For example, even if a coffee shop around the corner is more convenient, customers are more likely to choose a shop that provides better, more personalized service.

5. It Boosts Customer Acquisition

Great customer service is not only crucial for retaining existing customers but also for attracting new ones. Customers now expect premium service throughout their entire customer journey, from the first sales or marketing interaction to any post-purchase support they may need.

Providing high-quality customer service at every touchpoint positions businesses for success and can result in positive word-of-mouth recommendations.

For example, if a customer receives exceptional support long after making a purchase, they are more likely to recommend the brand to friends and family.

Why Measure Customer Satisfaction?

Measuring customer satisfaction is similar to finding out why a sinking ship is taking in water. It allows businesses to identify pain points, uncover problems, and make necessary improvements. Additionally, customer satisfaction helps businesses attract and empower loyal customers while building trust and monitoring their brand reputation.

By taking a data-centric approach to measuring customer satisfaction, businesses can:

  • Save unhappy customers from leaving for competitor brands.
  • Identify customer pain points and enhance product, service, and overall customer experience.
  • Drive repeat purchases by ensuring customer happiness.
  • Monitor and improve brand reputation by understanding how likely customers are to recommend the company.
  • Demonstrate that customer feedback matters and build trust among customers.

How to Measure Customer Satisfaction: 4 Key Metrics

Measuring customer satisfaction is essential for business growth. By understanding how well a company’s products and services meet customers’ expectations, businesses can take steps to enhance their offerings. Here are four key methods for measuring customer satisfaction:

1. CSAT Surveys

CSAT (Customer Satisfaction) surveys typically consist of one to two questions and are offered at the end of a transaction. For example, a common question is “How satisfied are you with the product?” Customers select their satisfaction level from a range of options. The higher the ratio of satisfied customers, the better the customer satisfaction score.

By implementing CSAT surveys, businesses can gather valuable feedback and insights from customers.

2. Net Promoter Score® (NPS) Surveys

Net Promoter Score® (NPS) surveys aim to determine whether customers are promoters, detractors, or passives. Businesses can send surveys asking customers how likely they are to recommend the brand on a 1-to-10 scale.

NPS surveys provide businesses with insights into customer loyalty and advocacy, helping them identify areas for improvement.

3. Customer Service Data

Collecting customer service data, such as specific feature usage, resolution times, and support requests, can provide valuable insights into customer satisfaction levels. For example, an increase in support tickets related to a specific task may indicate a problem that needs attention. Call resolution rates and average issue-handling time further contribute to understanding customer satisfaction.

Effective analysis of customer service data enables businesses to assess their support team’s performance.

4. Quantitative Customer Satisfaction Metrics

To gain a well-rounded understanding of customer satisfaction, businesses should consider both qualitative and quantitative research. Qualitative research can involve client advisory groups, which consist of a panel of customers who discuss a business’s products and services, providing insights into buyer motives and behaviors.

By combining both types of research, businesses can develop comprehensive insights into customer satisfaction.

How to Improve Customer Satisfaction

Improving customer satisfaction requires consistent effort and a customer-centric approach. Businesses should aim to exceed customer expectations and seek support from all departments to enhance the overall customer experience. Here are some strategies for improving customer satisfaction:

1. Become Obsessed with Customer Feedback

Actively analyze and apply customer feedback to understand pain points and differentiate your business from competitors. Collect and monitor feedback from various channels, such as social media and online review boards, to gain insights into customer sentiments.

Using customer feedback software can provide analytics on agent performance and customer surveys, helping you better understand customer complaints and compliments.

2. Meet Customers Where They Are

To provide convenience similar to a 24-hour drugstore, businesses must establish a digital presence on platforms already frequented by customers. Make it easy for customers to reach out and ask for support on their preferred channels, such as messaging apps like WhatsApp, Twitter, and Facebook.

By offering support on familiar messaging apps, businesses can create a sense of 24-hour accessibility.

3. Deliver Fast Responses

In a connected world, customers have higher service expectations than ever before. Prompt response times are essential, and businesses should strive to reply quickly and resolve issues efficiently.

Pre-written responses, messaging channels that enable asynchronous communication, and AI-powered bots can all contribute to faster response times and improved customer satisfaction.

4. Make Customer Satisfaction a Company-Wide Focus

To improve overall customer satisfaction, businesses must prioritize customer-centric strategies throughout the organization. Incorporating customer satisfaction into the company mission and value proposition ensures that every employee understands its importance, regardless of their role.

Using tools such as the balanced scorecard can help businesses align their activities with the goal of achieving high customer satisfaction.

5. Invest in Agent Training

Supporting customers starts with supporting your support team. By investing in their professional knowledge and well-being, businesses establish a foundation for high customer satisfaction scores. Companies with high customer satisfaction rates are more likely to provide extensive training opportunities to their support teams.

Creating mentorship programs and regularly evaluating and improving customer service training programs can contribute to agent satisfaction and enhance the overall customer experience.

6. Enable Customers to Help Themselves

Consumers increasingly prefer finding answers to basic queries themselves through self-service options. Providing customers with self-service portals and leveraging AI-powered chatbots can help customers find answers quickly, reducing the need for them to contact the support team.

Supporting customers’ desire for self-service options frees up support agents’ time to focus on more complex issues.

7. Lead with Empathy

Empathy is a critical skill for support professionals, demonstrated even more clearly during the COVID-19 pandemic. Support leaders should prioritize empathy training and consider hiring support reps who possess this soft skill. Allowing agents to make exceptions to certain policies to demonstrate empathy can also contribute to customer satisfaction.

8. Personalize the Customer Experience

Personalization plays a significant role in customer satisfaction. Businesses can provide agents with valuable customer information to anticipate their needs and deliver tailored support. Contextual information such as previous inquiries, customer tenure, and purchase history can help agents provide more personalized experiences.

Assigning dedicated support agents to repeat customers can strengthen their connection to the brand.

9. Provide Proactive Support

Proactive support involves addressing customers’ needs before they even reach out for assistance. Businesses should anticipate potential issues and communicate updates to customers in advance. For example, an internet provider can notify customers about upcoming service disruptions, or a software company can provide resources ahead of a product update.

Promptly communicating relevant information to customers can enhance their satisfaction and reduce potential frustrations.

10. Implement Conversational Customer Service Capabilities

Conversational customer service focuses on offering fast, personalized, and uninterrupted support across various channels. Businesses should aim to create a seamless experience where every interaction becomes part of a larger conversation throughout the customer lifecycle.

Additionally, training agents to use a conversational tone can enhance the human connection customers feel when interacting with support.

11. Build a Customer Community

Creating a dedicated customer community, whether online or physical, provides a space for customers to engage with one another, ask questions, and exchange ideas. A thriving customer community enhances the customer journey and builds trust.

Forum software can facilitate interactions, allowing businesses to gather valuable feedback and provide support directly to users.

Customer Satisfaction Examples

Looking for inspiration? Here are a few examples of businesses that excel at satisfying their customers:

  1. Instacart: Instacart, a same-day grocery delivery service, focuses on data visibility and agility. By personalizing the service experience and analyzing customer attitudes, Instacart enhances customer satisfaction.

  2. Dollar Shave Club: Dollar Shave Club, a direct-to-consumer subscription service, emphasizes meeting customers where they are. They provide support across multiple channels and leverage AI-powered chatbots to scale self-service options.

  3. Squarespace: Squarespace, a website building platform, prioritizes fast, always-on support, aiming to reply to customers within minutes via chat and a few hours via email. They also provide coaching and mentorship to help customers succeed.

  4. Pet Lovers Centre: Pet Lovers Centre, a pet care brand in Southeast Asia, adopts an omnichannel approach to customer service. They offer multiple touchpoints and focus on automation and internal collaboration to streamline support processes.

Customer Satisfaction Tools and Software

To efficiently measure and improve customer satisfaction, businesses should provide their support teams with essential tools and training. Some common customer satisfaction tools and software include:

  • Messaging channels like WhatsApp and Facebook Messenger
  • Ticketing systems for managing customer requests
  • CSAT surveys
  • Survey tools that integrate with customer service software
  • Customer analytics tools for tracking engagement and support performance


Customer satisfaction is integral to the success of any business. By understanding and fulfilling customer expectations, businesses can build loyalty, increase customer lifetime value, and boost brand reputation. Through measuring customer satisfaction and implementing strategies to improve it, companies can ensure they meet and exceed customer needs, resulting in a thriving and satisfied customer base.


  1. What is customer satisfaction?
    Customer satisfaction refers to the level of contentment customers experience after engaging with a product or service. It is a measure of how well a business meets customer expectations.

  2. Why is customer satisfaction important?
    Customer satisfaction is important because it impacts customer loyalty, reflects team performance, encourages repeat purchases, increases customer lifetime value, and boosts customer acquisition.

  3. How can businesses measure customer satisfaction?
    Businesses can measure customer satisfaction through various methods, including CSAT surveys, Net Promoter Score® (NPS) surveys, customer service data analysis, and qualitative and quantitative research.

  4. How can businesses improve customer satisfaction?
    To improve customer satisfaction, businesses should become obsessed with customer feedback, meet customers where they are, deliver fast responses, make it a company-wide focus, invest in agent training, enable self-service options, lead with empathy, personalize the customer experience, provide proactive support, implement conversational customer service, and build a customer community.

  5. What are some examples of businesses that excel at customer satisfaction?
    Some businesses that excel at customer satisfaction include Instacart, Dollar Shave Club, Squarespace, and Pet Lovers Centre. These companies prioritize personalized experiences, meet customers on their preferred channels, provide fast support, and build strong customer communities.