What is consumer satisfaction?

Find out more about this frequently used marketing term.

 

At the end of the day, running a successful operation all comes down to one thing: consumer satisfaction. Surprisingly enough, few business owners and marketers ask themselves what consumer satisfaction actually is. This while knowing what defines consumer satisfaction is paramount to any operation. Not only to adequately gauge the satisfaction of its target audience, but also to improve its organizational practice - and hence the loyalty of the target audience as well - on a continuous basis. Continue reading to find out more about the meaning of this frequently used marketing term.

 

What is consumer satisfaction
Trusted by companies of all sizes
  • T-Mobile
  • BBDO
  • iAmerica
  • Accor hotels

Looking at the complete picture

Organizations need to take a step back and look at their operations through their target audience’s eyes to fully understand what consumer satisfaction is. Simply asking stakeholders if they are ‘unsatisfied – moderately satisfied – extremely pleased’ with the product they purchased from you will not provide meaningful insight into a person’s overall experience – which is what consumer satisfaction comes down to in the end.

Going the extra (s)mile

To put it in the words of Zappos founder and CEO Tony Hsieh: consumer satisfaction is about “delivering happiness” first and great quality products second. Mr. Hsieh insists that his staff always try to establish an emotional connection with the customer rather than get them off the phone as quickly as possible. And he’s not joking: Zappos’ longest registered call lasted for 8 hours straight!

And there’s more: the consultant even helped the customer order shoes from another website when it turned out Zappos did not have the pair he wanted in stock. No sale was made. But you can bet your sweet bippy on it that customer will check out Zappos the next time he’s in the market for a new pair of shoes.

Find out how satisfied your target audience is

Can’t wait to start measuring? Create your online survey to start improving consumer satisfaction rates today!

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