Costumer Satisfaction

Costumer satisfaction (CSAT) is a metric used to quantify a customer’s satisfaction with a product, service or experience. This metric is usually calculated by means of a customer satisfaction survey that asks, on a five- or seven-point scale, how a customer feels about a support interaction, purchase, or overall customer experience, with “highly dissatisfied” to “highly satisfied” answers to choose from.

When it comes to this, costumer satisfaction is a reflection of how a customer feels about interacting with their brand. And companies and brands quantify this positive or negative feeling by mainly using customer satisfaction surveys.

WHY IS COSTUMER SATISFACTION SO IMPORTANT? 🛎️

The cruciality of customer satisfaction as a strategic task is confirmed by some evolving market trends. Among the motivations of customer satisfaction orientation, four structural characteristics inherent in the relationship between supply and demand can be identified:

• The progressive increase in the pressure of competitors in a sector, which increases in companies the need for psychological closeness to the customer.
• The imposition of new sources of competitive advantage, connected with the development of the company’s intangible assets linked to the added value of the brand, the product, and in general all the characteristics that surround the physicality of the product/service.
• The exponential growth of the technological complexity of products/services. This trait, common to almost all today’s markets, also shows its effects on purchasing processes. The formulation of clear and explicit purchasing decision criteria is problematic for the customer. Given this need, therefore, a more careful and active service policy is demanded, which permeates and redefines the product itself, shaping its intangible components to the measure of the consumer.
• An evolutionary dynamic of demand characterized more than in the past by a well-informed consumer looking for products and services of superior quality, and in general a customer who seeks the slow integration of more needs in the purchase.

COSTUMER RETENTION 🤝

In simple terms, costumer retention means the retention of a customer, who following a real retention process, if he is interested in making a purchase in your market sector, mindful of previous experience, should return to you for a second transaction. It should come as no surprise that the happier your customers are, the better your loyalty will be. After all, happy customers will not have many reasons to turn to the competition, as long as you keep them satisfied.

On the other hand, dissatisfied customers will have plenty of reasons to give up and it will be up to your team to convince them otherwise. By measuring CSAT, you can look at individual customer needs and create customized offers for users who are likely to give up. Since 60% of customers will leave the company due to a lack of customer service experience, you can only have one opportunity to prevent someone from quitting. CSAT optimizes your possibilities by providing you with relevant information about the customer experience with your brand. So, that’s it. Customer satisfaction is important because it helps you solve problems, prevent problems and identify happy customers who can become your supporters and evangelists.