Customer satisfaction is a measurement that checks whether consumers are happy with the businesses or services that they spend money on.

To measure customer satisfaction, it is important to get feedback from your consumers, which can be both positive and negative, and then react to this feedback by making changes to your brand that ensures a more positive experience.

This, in turn, can improve your customer’s opinion of their contact with you. But why is customer satisfaction so important to a business? And how can it be measured? Let’s take a closer look.

1. Benefits of customer satisfaction

Increasing customer satisfaction has a number of benefits for a business and can improve its chances of becoming successful. Take a look at why you should focus on customer satisfaction today.

More Loyal Customers

If customers are happy with the service they receive, they are more likely to return to your business to buy more products or services. This is because they now trust your brand to deliver what they are looking for.

In fact, studies have shown that over 2/3 of buyers will continue to buy a product if they trust the company it is from. This will lead to higher retention rates and a low churn rate.

Increased Levels of Profits

A further study suggested that customers are more likely to pay a higher price for a better customer experience, meaning retaining your customers can lead to higher profit levels.

On top of this, customer satisfaction reduces the number of negative reviews that you may receive. While a few negative reviews mixed in with positive ones may not make a huge impact, the more negative reviews you have, the more likely you are to put customers off.

Over 9/10 consumers stated that if they saw poor reviews or heard poor feedback, they would be less likely to buy from a business.

More Hype About Your Brand

If you are looking to generate hype around your business, then higher customer satisfaction levels are the way to do this. Suppose customers are truly satisfied with both your product and your customer services.

In that case, they are likely to leave positive reviews and recommend you to others in person and on social media. This will then lead to a buzz around your brand, and hopefully, more customers.

Fewer Complaints

High levels of customer satisfaction lead to fewer complaints to your team and fewer negative reviews online in the first place. This has a positive impact on the reputation of your brand.

If your returning customers are consistently happy with their purchase and the service that they have received, they are also more likely to forgive or understand if you do make a few mistakes and will not complain about it publicly.

2. How to measure customer satisfaction

So, now that you know why customer satisfaction is so important, it is vital that you know how to measure it. One of the best ways to measure customer satisfaction is through a customer satisfaction survey, but there are many different layouts to this, each with its own benefits.

When designing your survey in the first place, look at some of the most popular methods to measure customer satisfaction and see which one suits the needs of your brands less. Let’s take a closer look at a few of them.

Customer Satisfaction Score (CSAT)

A Customer Satisfaction Score, commonly known as CSAT, looks at how happy a customer is with your products or services. Generally, the findings are displayed as a rating on a scale of numbers, with the higher the number indicting the higher the level of satisfaction.

A survey of this kind is quick and easy for the consumer to understand, and the questions allow you to find out information about each part of your business, for example, your website, your delivery, your product, your customer services, etc.

Customer Effort Score (CES)

The Customer Effort Score is similar to the satisfaction score, with one key difference. Instead of simply asking how satisfied the customer was with their experience, you are asking them about how easy it was to deal with your company.

This is important to find out as if completing transactions and dealing with your company is an easy process, the customer is more likely to visit again and recommend your brand. If there are any issues, these can be an easy fix but can make a big impact.

Net Promoter Score (NPS)

The Net Promoter Score is a platform that allows you to ask customers if they would recommend your products or services to a friend or co-worker. An overall score is then calculated, taking the overall percentage of those who would recommend you and subtracting the amount that would not – giving a gauge of customer loyalty and satisfaction.

Customise Your Survey

While the tree survey types above are some of the most common, they do not need to be stuck to rigidly. Add in additional questions and change the way you ask some to ensure that your brand is getting the answers that it needs to improve customer experience.

This may be including questions on demographics or having a mix of ways that customers can respond to your questions (for example, using a number scale or leaving a comment).

It is important, however, to try and keep the survey on the shorter side if possible. This is because shorter surveys are more likely to hold the customer’s attention and, therefore, more likely to be completed.

Decide On How To Deliver Your Surveys

After you have your finalized survey, you will now need to decide on how you wish to deliver it to customers in order to gain their feedback. The most common methods are through in-app or website surveys after a purchase has been made or via email or post after the customer has received their product.

3. How To Improve Customer Satisfaction

Customer satisfaction surveys can be eye-opening and may reveal many parts of your business that require improvement. If any of your customers are left unsatisfied with your product or services, it may be a good idea to implement some changes to improve customer satisfaction over time.

Here are some things that you can do to achieve this.

Ensure Collecting Feedback Is A Priority For Your Team

Whether your initial feedback was generally positive or largely negative, it is important to continue collecting feedback, making it a priority for your brand.

Over time, you will then be able to track whether there has been any improvement in customer satisfaction levels, and you will also be able to aid any dissatisfied customers, increasing the likelihood that they become returning customers.

Studies show that those brands that do focus on customer satisfaction and customer feedback are around 60% more profitable than similar brands that do not. To ensure that collecting feedback is a priority for your brand, it should be embedded within your policies.

Create a program where you first collect customer opinions, then act on them. This will show customers over time that you value their opinions.

Offer Many Support Options

Giving customers many ways that they can contact your business is vitally at keeping satisfaction levels high. Giving their feedback, whether positive or negative, should not be a tedious task for the consumer.

Try ensuring that you have multi-channel support, especially via ways that you advertise to customers. This could include via social media, through a live chat option on your website, emailed customer satisfaction surveys, and through a customer support phone line.

Just under 2/3rds of customers ideally wish to receive help instantly, rather than having to wait 24 hours for a response. Therefore, live support is becoming increasingly popular with brands that have an online presence.

This ensures that all customers are able to reach you if they feel they need to. Many customers may not be internet savvy, so giving options that are not a complex online form or via an app is a good idea.

Having multiple ways to contact your brand also makes it look more credible and trustworthy to customers as they know how to get in touch if they do have any issues.

Ensure To Pass Feedback Results On

Collecting large amounts of customer feedback and insight data is great, but it becomes useless if you then do not do anything about it. Built-in to your customer services policy should be a stage that analyses customer feedback and ensures that all customers receive a response.

When receiving customer complaints, ensure that they are passed on to the relevant department that will be able to act on them. For example, if a customer is having issues with your website or mobile app, pass this on to your IT team to look into. If they have concerns about a product they receive, this should go to the person in charge of quality assurance.

Each time should have time built into their working week to deal with these issues, ensuring that customers are listened to, and changes are made to positively improve their experience of your brand.

Monitor Your Social Media

Nowadays, social media is a place where people share positive reviews if they are happy with a product or service or negative reviews if they wish to publicly show their dissatisfaction.

To improve customer satisfaction, it is important that you monitor your social media pages and mentions to identify any issues and take steps towards resolving them for the customer.

With the increase in technology, you are now more likely to receive a complaint online than by letter or over the phone. Consumers have been found to use their phones over 100 times a day and may use social media to complain or praise your business.

Therefore, consider creating social media channels for your brand that are purely for customer help and support. These channels should be monitored 24 hours a day so that consumers get a quick response.

On this page, try and engage customers regularly with live videos, Q&A ‘ask the expert’ slots, and regular publication of how you have responded to feedback. This will all increase customer satisfaction and their levels of trust.

Reply To Every Bit Of Feedback

Ensuring that customers feel listened to is vitally important when trying to establish a trustworthy brand, so it is important to take on board any feedback you receive, whether positive or negative.

If you see a positive review of your brand posted online, ensure that you reply to it, thanking the customer. This helps build your client base, as a large percentage of consumers look at online reviews before investing in a company’s products or services, and the personal touch may persuade them to buy from you.

On the other hand, if a customer leaves a negative review and is unhappy with the product or service they have received, it is important to engage with them to help ensure that you make changes so that this does not happen regularly.

Consumers will also then be able to see that you are willing to listen to clients and make adjustments, and therefore, they are more likely to trust your brand.


Customer satisfaction should be at the center of every business model, as it is vital in determining whether your brand will have long-term success. Measuring customer satisfaction is the easy bit, however, the difficult part is acting on this feedback to improve customer experience.

If you do this correctly, you will see an increased customer base, positive reviews on social media, and more repeat purchases, leading to higher profits.

On top of this, your brand will receive fewer complaints, meaning you have more time to devote to other areas of your business, like improving your landing page.

Published On: November 10th, 2021 / Categories: Customer Satisfaction /

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