What is service 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 service satisfaction exactly? Meanwhile, knowing the different aspects that comprise service satisfaction is crucial not only to adequately probe service 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 service satisfaction
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Seeing the whole picture

If you’re a marketer and want to properly grasp what service satisfaction is, the first thing you need to do is move away from your desk for a few moments and look at the world through your respondents’ eyes. Merely asking your target audience how satisfied they are with a specific process, product or service will not give you any meaningful insight into their overall experience – which is what defines service satisfaction in the long run.

‘Delivering happiness’

To put it in the words of Zappos founder and CEO Tony Hsieh: service 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 service satisfaction rates today!

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