Customer Satisfaction (CSAT)

Customer satisfaction measures how good a brand’s products, services, and/or other experiences are at meeting customer expectations. It’s a metric that acts as a fundamental indicator of overall brand health and viability. It does this by providing a clear, unambiguous overview of how well its products or services resonate with buyers.

Brands typically collect satisfaction data through responses to customer surveys. These surveys will usually feature a series of questions or statements relating to customer experience, with respondents given the option to respond on a scale ranging from ‘Extremely Unsatisfied’ to ‘Extremely Satisfied’. For example, Net Promoter Score (NPS) is a common metric used to define customer satisfaction.

Data from buyer surveys can help leaders not only identify where shortfalls are but also provide insight into how these can best be addressed. Customer sentiment also manifests in the form of social proof when buyers share their testimonials publicly. Improving buyer satisfaction is often one of the first steps to reducing customer churn and building customer loyalty.

Customer satisfaction is more than a one-time initiative. It’s an ongoing process that demands regular monitoring and adjustment. Brands must adapt based on changing customer needs, market conditions, and product performance. You can segment your CSAT scores by customer demographics and touchpoints to uncover trends and prioritize improvements. This helps you understand where you can have the greatest impact.

How to Measure Customer Satisfaction: