Customer Satisfaction

What is the definition of customer satisfaction?

Customer satisfaction is based on all indirect and direct contact a customer has with your business, both before and after they become a customer. It's about how well a business succeeds in meeting customers' expectations based on the product or service you provide, and extends throughout the buying experience. 

Why is it important to measure?

It is very important for a company to measure customer satisfaction among its customers, because it provides insight into whether or not they manage to meet customer expectations. If you measure customer satisfaction correctly, you can derive useful value from the data collected, which can then be used to improve your services and products. This insight can ensure that you don't lose existing customers or lose customers to potential competitors in the process. Satisfied customers are also more likely to become loyal customers over time.

How can you increase customer satisfaction?

It doesn't take more than a single experience or event to affect customer satisfaction, which is why it's important to have a plan for continuous follow-up. Inbound is a well-known methodology for increasing customer satisfaction through digital marketing. You follow the steps to attract, convert, sell and delight. 

You may also want to carry out a digital customer satisfaction survey, which is sent out to customers with questions about how satisfied they are with the delivery you offer, preferably on a scale of 1-5. In order to increase customer satisfaction, your company needs to improve and develop its products and services to ensure that you always offer the best delivery for your customers. 

You also need to make sure you communicate with your customer, preferably in person so they feel cared for. To retain customers and keep them happy, it's also important to educate them about your products and services and make sure they are left with a perceived value.

In summary

Customer satisfaction says something about what your customers think about the products and services you offer. Without this insight, you don't really know if you're meeting customer expectations or not, which is why it's so important to measure customer satisfaction.

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Frequently asked questions:

What is customer satisfaction?

Customer satisfaction is a measurement parameter that deals with how a company meets the customer's expectations when it comes to using their products and services.

What is a customer satisfaction survey?

For example, a customer satisfaction survey can be sent out by email with a simple question such as "how satisfied are you with company x as a supplier of xxx, on a scale of 1-5?"

For more info on the importance of customer satisfaction, read our inbound marketing guide here: