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. Improving customer satisfaction is often one of the first steps to reducing customer churn and building customer loyalty.

How to Measure Customer Satisfaction:

Customer Satisfaction FAQs

What is customer satisfaction? 

Customer satisfaction is the level of contentment that customers experience after buying or interacting with a company’s products, services, or support.

Why is customer satisfaction important for brands? 

High levels of customer satisfaction lead to repeat business, positive word-of-mouth referrals, and long-term customer loyalty. These are crucial for long-term growth. 

How can brands measure customer satisfaction? 

Brands can measure customer satisfaction through surveys, feedback forms, net promoter score surveys, customer reviews, and direct customer interactions.