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A Comprehensive Definition Of Customer Satisfaction

Customer satisfaction is more than just having one or two happy customers because, for a successful business, you need customers to be satisfied every time they deal with you. Although you'll find various customer satisfaction definitions, the common theme is that customer satisfaction can significantly impact your business’s success.  

​So how do you ensure customer satisfaction and do customer satisfaction surveys really solve the problem? 

This article will outline the definition of customer satisfaction and discuss why it’s important to take it seriously and how to measure it. 

​There are many customer satisfaction definitions, but the Cambridge Dictionary describes it as:  

‘A measure of how happycustomersfeel when they do business with a company.’ 

Whether your company provides a service or product, customer satisfaction concerns how satisfied customers are with their interaction with your company.  

If you don't meet the customer’s expectations, customer satisfaction is likely to be missing, and you may not gain returning customers or positive word of mouth. 

For example, you might provide the perfect product for a customer. However, if the product arrives late or the customer contacts you about it, and you fail to respond (or respond poorly), their level of customer satisfaction will probably be low. 

In today's competitive world, you must strive for high satisfaction for business growth and reputation. If a customer has an experience with you where they are satisfied, they are more likely to return, which may lead to customer loyalty. Therefore, it’s in your business’s interest to aim for and maintain a high customer satisfaction level.  

​Often customer voices can be loud and influential. So much so that research found that if a customer has a positive experience with your company, they will mention it on average to nine people. However, if the experience is negative, they're likely to tell 16 people on average. Therefore, negative feedback can travel fast and potentially to more people than positive feedback. 

An essential component of customer satisfaction is good customer service. Customer service is the customer’s experience of the service they receive before, during and after they buy a service or product. The customer service will affect their satisfaction and determine whether they return to you. 

  • Your company reputation—you don’t want to be the company people badmouth because of their poor experience. For instance, if your customers are satisfied, it's likely that they'll talk about you in a positive light to others, recommend you and give you a competitive edge in the market. 
  • Customer loyalty—if a customer has a good experience with your company, they are more likely to return. This means they may become loyal, long-term customers, which could increase your sales and profits. 
  • Employee satisfaction—if your customers are satisfied, they should be less likely to complain, which may contribute to more engaged employees. For example, if customer satisfaction means that profits increase, your people will be likely to receive competitive compensation and feel more loyalty towards you as an employer.  

However, if you are known for providing great customer service and satisfaction, you must ensure that this is also applied to your employees. It’s beneficial to check in with employees using regular employee satisfaction surveys

There’s no point discussing good and bad customer satisfaction if you don't regularly measure your customer satisfaction levels. This doesn't have to be a hugely time-consuming practice, but you can't gain a true temperature check if you don't ask for opinions. Plus, you can't improve if you don't know where potential problems lie. 

Customer satisfaction surveys (CSAT surveys) are a popular way to gain opinions. You can also carry out employee opinion surveys to understand the view of customer satisfaction and how it impacts them. Take time to select customer satisfaction survey questions, as these can be a combination of quantitative and qualitative to ensure a range of feedback. 

Happy customers really are the key. They can improve your company’s reputation, help to convert potential ​consumers and lead to ongoing retention. Your customers play a central part in the success of your business, and if they're not satisfied, your business will struggle. To challenge the competition, you must review customer feedback regularly and act on it to ensure you reach a high level of satisfaction so they’ll return to you. 

At Momentive, our product ​SurveyMonkey can help with your consumer segmentation to identify and deliver to target consumers and review satisfaction over time and across locations. Sign-up for free now to improve your customer satisfaction. 

There are many definitions which all explain how a company’s services or products meet customer expectations. They may surpass or be below expectations, which is when you need to address concerns. You can also use customer satisfaction examples to help your team understand the importance of satisfaction. 

Whether they care or not isn’t the real concern, it’s how they react after their experience. For example, if they’re pleased, they may be loyal and recommend the product or service. If they are unsatisfied, there’s a risk that they don’t return or make negative comments about their experience. It also depends on customer expectations before they interact with you. 

The customer satisfaction model focuses on the various determinants that influence customer satisfaction and the link between them. These include perceived quality, perceived value, customer expectations, customer satisfaction, customer complaints and customer loyalty. It’s a helpful tool to approach satisfaction. 

To improve customer experience, you need transparency about existing issues. By asking for feedback in a survey, social media etc, you can understand customer expectations, where customers might be happy or where you might be falling short. Then you can make necessary changes.