What does a satisfied [but not necessarily fully engaged or loyal] customer look like? She thinks your business offers a reasonable solution and delivers it well. If asked, she’ll say nice things about you. But although she may have some warm feelings for your business, she’s not yet an advocate for your brand, and, unlike a truly loyal customer, she can still be wooed away.
A merely satisfied customer is still a free agent, exploring the marketplace. She still has a wandering eye.
Customer satisfaction is a measurement of a customer’s attitude toward a product, a service, or a brand. It’s usually measured by a customer satisfaction survey on a numerical scale. Customer loyalty is a set of behaviors and attitudes that a customer exhibits that demonstrate loyalty to a product, service, or brand, such as repeat purchases or choosing the brand over a competitor.
When you make a sale, it’s easy to assume you’ve just served another satisfied customer. Unfortunately, this isn’t always the case. The customer experience comes in all shapes and sizes, and the more you know about your business’s experience, the easier it is to make it better.
For brick-and-mortar stores, face-to-face interaction can give you some idea of how a customer experience is going. It’s safe to assume a customer who is yelling at a sales rep, for example, isn’t having a great experience. It’s safe to assume someone who comes in frequently with friends and family, on the other hand, is a loyal customer.
What are customer satisfaction surveys?
Customer satisfaction (CSAT) surveys are used to understand your customer’s satisfaction levels with your organization’s products or services. This is one type of customer experience survey and can be used to gauge customer needs, understand problems with your products and/or services, or segment customers by their score. They often use rating scales to measure changes over time, and gain a deeper understanding of whether or not you’re meeting the customer’s expectations.
Why is customer satisfaction important?
Customer satisfaction is at the core of human experience, reflecting our liking of a company’s business activities.