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 by providing a clear, unambiguous overview of how well its products or services resonate with buyers.

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