What is user satisfaction?

Continue reading to find out the answer

At the end of the day, running a successful operation all comes down to one thing: user satisfaction. Surprisingly enough, few business owners and marketers ask themselves what user satisfaction actually is. This while knowing what defines user 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 user satisfaction
Trusted by companies of all sizes
  • T-Mobile
  • BBDO
  • iAmerica
  • Accor hotels

Looking at the complete picture

If you’re a marketer and want to properly grasp what user 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 user satisfaction in the long run.

Going the extra (s)mile

While most retailers tend to see user 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, user 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 user satisfaction

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

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