What is customer satisfaction?

Find out more about this frequently used marketing term.

 

When it all comes down to it, an operation can only be as successful as its stakeholders are satisfied. Still, surprisingly few businesses and organizations ask themselves this important question: what is customer satisfaction exactly? Meanwhile, knowing the different aspects that comprise customer satisfaction is crucial not only to adequately probe customer satisfaction itself, but also to improve customer loyalty and organizational practices in the long run. This article provides an overview of all you need to know about this frequently used marketing term.

 

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

Seeing the whole picture

Organizations need to take a step back and look at their operations through their target audience’s eyes to fully understand what customer 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 customer satisfaction comes down to in the end.

‘Delivering happiness’

While most retailers tend to see customer satisfaction as not much more than the number of returns subtracted from the number of sales, online retailer Zappos purposely uses a refreshingly different approach. To Tony Hshieh, founder and CEO of Zappos, customer satisfaction is about “delivering happiness” first and great quality products second. Indeed, the Internet is full of reviews that illustrate how Zappos always tries to establish an emotional connection with their customers.

One time, Zappos staff even physically visited a rival shoe store to purchase a pair of shoes for a woman staying at a hotel nearby when Zappos didn’t have the pair she wanted in stock. No sale was made. Not by Zappos, anyway. But you can bet your sweet bippy on it that customer will check out Zappos the next time she’s in the market for a new pair of shoes.

Improving customer satisfaction

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

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