What is customer satisfaction

Customer satisfaction develops a stable, continuous, and long-lasting relationship between the company and consumer, through the pursuit of satisfying their needs, desires, and expectations. 

In fact, the goal of customer satisfaction is precisely to satisfy any need of the customer effectively and efficiently.

Following customer satisfaction comes customer loyalty, that is, from satisfaction we move to loyalty.

The advantages of customer satisfaction

From high customer satisfaction, positive effects can be obtained:

• The customer tends to repurchase if satisfied with the product or service;
• The company experiences an increase in sales over time;
• Word-of-mouth is generated;
• If the customer is satisfied, they are willing to pay a price even higher than necessary. 

Thanks to customer satisfaction and loyalty, the market share of the company manages to add levels of stability that allow for maintaining a constant price instead of reducing it to attract new customers.

How to measure customer satisfaction

As we have already said, customer satisfaction is an indicator of business performance and presents itself as a unit of measure based on how satisfying or unsatisfying the product or service offering system is.

To measure customer satisfaction, there are several strategies to implement through various channels: 

• Surveys offered on one's own website: generic surveys aimed at a group of people, such as the visitors of an e-commerce site;
• Surveys sent to mailing list subscribers: survey emails that are not related to a specific purchase of a good or service;
• Surveys sent after a purchase or a direct experience: these are surveys sent following a direct experience of the customer with a product or service of the company in question.

With this strategy, it has been possible to build customer loyalty and establish a relationship of trust and esteem towards the brand.

In addition to various surveys for measuring the degree of satisfaction, companies have over time implemented increasingly innovative techniques, which lead to creating a product or service that reflects market expectations.

To do this, companies have conducted market research to respond to specific business needs and better perceive what the actual needs of consumers are in order to satisfy them as best as possible.

Conducting such research can facilitate understanding of the strengths and weaknesses of the company, leveraging these latter to improve.

In conclusion, we have realized that the customer must be at the center of attention in order to achieve an increase in sales and customers.