Essay: Customer satisfaction

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Customer satisfaction is one of the most important key factors for customer’s future purchase (Mittal & Kamakura, 2001). Those clients that have been satisfied by consuming or buying any goods or services will most likely inform others about their great encounters likewise those dissatisfied customers will without any doubt communicate about their bad experience of the products or services. This is another reason why a company should take into consideration the level of customer satisfaction, as it defines the image of the products/services and the company that the customers have in their mind. By delivering goods and services that meets with the needs and wants of consumers, they will have a positive image and will talk good about the company, but in case a company do not meet the needs or wants of the customers, it will create a negative image for the company in the mind of the customers and thus discouraging the customer to buy products or services from that particular company. Moreover, according to Gundersen, Heide and Olsson, customer satisfaction is regularly defined as an evaluative conclusion made by a customer after consuming a particular product or service (Gundersen, Heide and Olsson, 1996). That is in regards to Gundersen, Heide and Olsson’s definition of customer satisfaction, the customer is able to conclude whether he/she is satisfied or not with the product or service only after consuming it. On the other hand, according to Oliver, consumer satisfaction is the process that compares the expectations of customer’s before buying any products or services to the process where the customer is consuming the product or service and after the consumption of the product or service (Oliver, 1980). In other words, according to Oliver, consumer satisfaction is the course where they compare what the buyer has in his mind about any products or services before buying it to what the buyer feels and has in his mind while consuming and after consuming any products or services. While analyzing the definition of Gundersen, Heide and Olsson to that of Oliver, we can see that the definition of Oliver is more detailed compared to that of Gundersen, Heide and Olsson. The definition of Oliver takes into consideration the expectations of the consumer about a product or service before he evens purchase it and compare it to what the buyer feels while consuming and after consuming the product or service. Therefore using the theory of Oliver, it will be easier for a company to have a better idea about what types of products or services customer’s want to consume and what do consumer’s expect while consuming and after consuming any products or services.

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10 Ways to Boost Customer Satisfaction

  • G. Tomas M. Hult
  • Forrest V. Morgeson

essay about customer satisfaction

Takeaways from an analysis of millions of consumer data points.

Customer satisfaction is at its lowest point in the past two decades. Companies must focus on 10 areas of the customer experience to improve satisfaction without sacrificing revenue. The authors base their findings on research at the ACSI — analyzing millions of customer data points — and research that we conducted for The Reign of the Customer : Customer-Centric Approaches to Improving Customer Satisfaction. For three decades, the ACSI has been a leading satisfaction index (cause-and-effect metric) connected to the quality of brands sold by companies with significant market share in the United States.

Despite all the effort and money poured into CX tools by companies, customer satisfaction continues to decline . In the United States, it is now at its lowest level in nearly two decades, per data from the American Customer Satisfaction Index (ACSI). Consumer sentiment is also at its lowest in more than two decades. This negative dynamic in the customer-centric ecosystem in which we now live creates the challenge of figuring out what is going wrong and what companies can do to fix it.

essay about customer satisfaction

  • GH G. Tomas M. Hult is part of the leadership team at the American Customer Satisfaction Index (ACSI); coauthor of The Reign of the Customer: Customer-Centric Approaches to Improving Customer Satisfaction ; and professor in the Broad College of Business at Michigan State University. He is also a member of the Expert Networks of the World Economic Forum and the United Nations’ World Investment Forum.
  • FM Forrest V. Morgeson is an assistant professor in the Broad College of Business at Michigan State University; (Former) Director of Research at the American Customer Satisfaction Index (ACSI); and coauthor of The Reign of the Customer: Customer-Centric Approaches to Improving Customer Satisfaction .

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Why Customer Satisfaction Should Be a Top Priority for Your Business

A smiling woman talking on the phone while holding a tablet.

Table of Contents

Are you putting enough focus on customer satisfaction in your business? If not, it is time to do so! Besides, you already know this – it’s all about the customer.

Customer satisfaction should be a top priority of every business because happy customers are more likely to stick around and recommend your business to others . Satisfied customers are also more likely to return after making a big purchase and become loyal supporters of your brand .

Are there really sweeter words to the ears of entrepreneurs? We don’t think so.

What many business owners do not realize, though, is that there are a few specific things they continuously need to keep their customers satisfied.

In this blog post, we will list all the reasons ‌you should invest in customer satisfaction and suggest some ways to improve it, to help your business thrive!

So read on–your customers will thank you later.

Table of contents

  • 1 The Importance of Customer Satisfaction
  • 2 The Negative Effects of Poor Customer Satisfaction
  • 3 How to Improve Customer Satisfaction
  • 4 Measuring the Success of Your Efforts to Improve Customer Satisfaction

The Importance of Customer Satisfaction

Customer satisfaction (CSAT) is a way of measuring how content and satisfied your customers are with your company’s product and services. It is used to help you understand how well your customer experience meets your customers’ expectations , and how potential buyers perceive your product.

As one of the most important metrics and key performance indicators – KPIs , customer satisfaction comes in handy, especially when you want to measure the effectiveness of your wider customer training initiatives.

Apart from bringing big returns and profits for your business , ‌high customer satisfaction is important for a multitude of additional reasons. According to research by Zendesk , customer satisfaction leads to greater customer retention, increased lifetime customer value, and stronger brand reputation.

In a nutshell, these are the key benefits of customer satisfaction:

  • Reduced marketing costs
  • Advantage over competitors
  • Decreased customer churn
  • Increased customer loyalty
  • Brand reputation boost
  • Healthy sales revenue
  • Enhanced customer retention
  • New customer acquisition

Customer satisfaction relies on customer experience (CX) and is important because all the aforementioned points are great indicators of business growth . According to Gartner’s 2017 report , two out of three marketers say their companies compete mostly based on CX and 81 percent of them believe ‌it is the main competitive factor of their industry.

Another research led by Bain & Company confirms that it is less costly to keep an existing customer happy than to gain a new customer. This means that building loyal customer relationships will generate higher ROI as repeat customers will keep buying from a company‌‌. ROI may vary among different industries, but for the financial services, a 5% increase in customer retention produces more than a 25% increase in profit. Imagine what it could do for your business!

Therefore, it is essential to ensure that customers who are already engaged continue to be happy every step of the way throughout the entire customer journey. Keeping customer satisfaction high allows you to predict your business revenue and growth while helping you create a loyal customer base that keeps coming back for more.

The Negative Effects of Poor Customer Satisfaction

Unhappy customers will almost certainly have something bad to say about your product or service. If they do not get what they need on time, are not treated right, or are simply not satisfied with the quality of your product or the support you offer, they are going to put you on their blacklist and even start telling others to do the same.

As there are many similar products out there nowadays, many people rely heavily on reviews to make an informed decision. Online reviews can have a big impact on your sales, especially when they are shared on social media. Positive reviews have the power to get a customer to convert, but a negative review will prevent many from doing so.

PwC’s Future of Customer Experience survey showed that 59 percent of customers will stop interacting with the company after several bad experiences, and 17 percent will ‌do the same after just one bad experience. Bad customer service can also cost a business a billion of dollars a year as a result of lost revenue and lower profits. Such numbers show that customers may leave a company forever because of poor customer satisfaction.

Luckily, though, there are strategies that help you move past this.

Despite of all the negative impacts of low customer satisfaction, it can ‌reveal some profound information about your business. Low levels of customer satisfaction offer the opportunity to identify your customers’ needs and give your customer success team access to customer insights that help you improve the entire customer experience journey.

How to Improve Customer Satisfaction

Just because technology moves fast and customer demands and priorities change in an instant, it is a considerable risk to assume you already know what your customers want. Yes – you might have a general idea; if you want to be 100 percent sure, you must check in with them regularly .

The best way to do this is by interacting with them, asking and getting their feedback , and working your way up to building their trust in you by offering them exceptional customer service.

Here are some ways how to do this effectively:

1 Conduct customer satisfaction surveys

Assuming that you already know your customers, you need to learn what it takes to satisfy them . An excellent way to do this is by encouraging them to participate in a customer satisfaction survey after interacting with your company.

These surveys are easy to understand and analyze, but they also save time and help you identify problem areas. To make the survey process even more convenient for your customers, you can leverage modern technology like any of these best QR code generators to create scannable codes that lead directly to the survey. The surveys can take different formats depending on which customer touchpoint you want to explore, measuring the customer satisfaction score – CSAT .

For example, it could be a customer service survey after interacting with your support team, a product satisfaction survey after they have used your product, or even before purchasing your product.

Customer satisfaction surveys are typically a list of questions that request customers to rate their service experience either on a simple 5 or 10-point scale, or express how they felt about it with pre-defined responses, from ‘Highly Dissatisfied’ to ‘Highly Satisfied’.

essay about customer satisfaction

💡 You can create any type of survey using LearnWorlds’ powerful multi-purpose form builder ! Use it to capture leads easily, learn more about your customers, or gather feedback.

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2 use net promoter score – nps surveys.

Like customer satisfaction surveys, net promoter score surveys can measure customer satisfaction , but they investigate a more long-term perspective, focusing on overall brand satisfaction and customer loyalty.

Whereas CSAT surveys ask specific questions about customer interactions with your company, NPS surveys will determine if customers would refer your products or services to their friends and family, taking into consideration their overall experience. If they have a positive experience, you can measure the likelihood of recommending your brand to others.

This can help you classify your customers into specific categories – e.g., promoters (those who rated a likelihood of 9 or 10), passives (those who rated a possibility of 7 or 8), or detractors (a probability of 6 or below) and then take the appropriate measures to engage them more.

3 Invest heavily in your support team

No matter how unique your product is, business success and growth largely depend on how you treat your customers . Since your customer support members are at the frontline of your company, they are the ones who talk regularly with your customers and need to be good customer service providers.

As long as your support team eliminates poor customer service practices and strives to deliver fast responses , you have nothing to fear. So train your customer support team effectively and get them accustomed to your customers’ most essential needs. Create canned responses to the most common inquiries if you must, but make sure your customer support employees will go the extra mile to get customers what they need as quickly as possible. Trust us – it works!

4 Reward customer loyalty

Not all your customers are the same. In fact, they are different in the rate they interact with you and at the level of engagement with your organization. To encourage them to stick around, love and trust your brand, ‌you can offer incentives to your top ambassadors .

Here are some ideas:

  • Celebrate and share their achievements
  • Invite them to a special event
  • Offer them a referral bonus
  • Give them a discount
  • Provide them early access to your product (e.g. your course)

Rewarding your customers’ loyalty shows that, as a company, you appreciate their valuable contribution. It also shows that you like to keep things personal, and that you prefer to engage with each customer at an individual level.

5 Act on customer feedback promptly

Whenever you get a review or a complaint, try to react in real-time or as soon as possible. To avoid churn, take your customers’ feedback seriously, use it to improve your business processes, and never ignore their complaints. Also, ‌‌ address negative customer feedback right away and come up with alternative suggestions or any compensation that suits their situation.

Upset and disappointed customers are more likely to share their opinions , which often backfires, as it helps build a bad reputation through word-of-mouth.

So challenge your existing perceptions and keep track of customer interests every step of the way. You will gain a better understanding of the value they expect from you and come up with actionable solutions to their problems.

6 Offer omnichannel support

Customer feedback is the most valuable piece of information you can get your hands on as an entrepreneur, so ‌you need to keep that communication channel with them open at all times.

Paying attention to your customers and hearing what they have to say always comes first, which means you want your support representatives to follow up on them through multiple channels, including social media, phone calls (using mobile or local phone service ), and live web chats . Making use of a VoIP software solution is sensible if you want to get the best in terms of call quality, convenience, cost-effectiveness and cross-device compatibility for customer support purposes.

Doing so should help you resolve queries quickly, meet customer expectations, providing them with quick tips and directions while avoiding giving out repetitive information.

7 Build an integrated community

With a dedicated online community in place, you get to improve the customer journey and gradually build more trust in your brand. It will also make it easier for them to network with others, feel part of a group and get more value and opportunities to use your product effectively. In such a friendly environment, you are more likely to foster and maintain greater brand loyalty.

Meet customers where they are and create a special online space where they can connect and interact with each other often. Enable them to exchange information, views, ideas, and opinions on things that matter to them. Encourage conversations, answer their questions or let existing customers guide the newbies around your website or give a tour of your product.

8 Educate your customers

Start creating a customer-centric culture and focus on providing customers with your best and most valuable resources for free. Do not just offer training and additional support to your customers; be proactive and give specific directions and advice before they even ask for it.

If you do not yet have a customer education program , this is the best time to do so. As part of a broader and collective customer training effort, it will help you increase the customers’ level of interaction with your product. On top of this, you will help them learn how to use it to its maximum potential and allow them to integrate it better into their everyday lives.

You can also create a customer portal by using customer service software, such as any of these Zendesk alternatives . A customer portal can help answer queries, reduce tickets, and educate customers on the use of your product, but would not replace a customer-faced academy with dedicated training.

This way, customers will get to know how to search for answers on their own and resolve their issues quickly, leaving them feeling as satisfied and connected with your brand as never before.

Measuring the Success of Your Efforts to Improve Customer Satisfaction

At any point, measuring the level of customer satisfaction towards your company is very easy. Being consistent and having a sustainable customer satisfaction measurement process to check if your customers are happy with your product and service is the key to success.

The key metrics to monitor for customer satisfaction are:

Customer satisfaction score (CSAT):

The customer satisfaction score metric uses questions related to specific interactions of customers to measure whether your product meets their expectations.

To calculate the CSAT score, simply add the sum of the survey responses using a 5-point scale satisfaction rating question – ‘Satisfied’ to ‘Very Satisfied.’ The higher the number is, the happier your customers are.

Customer satisfaction index (CSI):

The customer satisfaction index metric shows the overall customer satisfaction with a company regarding product quality, customer service, price, and more. It is like the customer satisfaction score, but this combines different attributes and helps determine why customers are satisfied or dissatisfied.

CSI = (attribute 1 + attribute 2 + attribute 3) / 3

For example:

Attribute 1 – Customer care = 65 Attribute 2 – User experience = 50 Attribute 3 – Price = 60

CSI = (65 + 50 + 60) / 3 Then the CSI is 58.33.

Net Promoter Score (NPS):

The net promoter score is an index that ranges from (-100) to (+100) and reflects the willingness of customers to recommend your product or services to others. With NPS, you can gather quantitative data that you can compare against your industry’s benchmark.

To calculate NPS, ask your customers to answer a survey question on the likelihood of recommending your product and rate it using a 10-point scale.

Customer effort score (CES):

The customer effort score is a metric that combines CSAT and NP; it calculates how much effort customers have put into specific interactions with your company.

To measure it, count the average of all the answers you collected from respondents. When the number is low, it means that customers are putting too much effort into interacting with you.

💁 Even though customer lifetime value, customer acquisition, and customer churn are more related to sales and marketing, they can also help you get a more accurate view of overall satisfaction. Learn more about these KPIs here .

What’s Next: Make Customers Your Number One Priority

Even more so today, there is a major focus on customer satisfaction with a growing interest in offering the best service to existing customers.

A Gartner’s 2021 report shows that 64 percent of customer service and support leaders say growing the business is the most critical priority in 2022. This shows a shift towards adding value and growing existing clients having customer retention as the main goal.

How does this affect you?

Regardless of your industry, achieving high customer satisfaction is a must. After all, your customers are the people who help to keep your business alive.

Brands that have high customer satisfaction levels have a defensible advantage over their competitors. Since it can either make or break your business, ‌try to keep your customers happy, and get brand ambassadors that will help you stay relevant in the market.

Further reading you might find interesting:

  • How to Create and Sell Profitable Online Courses: Step-by-Step Guide
  • How to Teach Online & Earn Money in 2022: Definitive Guide
  • How Much Money Can You Make Selling Online Courses?
  • How to Design an Online Course in 2022: Best Practices, Tips & Templates
  • What is an LMS (Learning Management System)?
  • 18 Amazing Outline Templates to use in Course Design [3 Downloadables]
  • The Essential Guide on How to Create Cohort-Based Courses

essay about customer satisfaction

Kyriaki Raouna

Kyriaki is a Content Creator for the LearnWorlds team writing about marketing and e-learning, helping course creators on their journey to create, market, and sell their online courses. Equipped with a degree in Career Guidance, she has a strong background in education management and career success. In her free time, she gets crafty and musical.

essay about customer satisfaction

Home — Essay Samples — Business — Customer Service — The Importance of Customer Service: Satisfaction, Loyalty, and Beyond


The Importance of Customer Service: Satisfaction, Loyalty, and Beyond

  • Categories: Customer Relationship Management Customer Service

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Words: 797 |

Published: Sep 12, 2023

Words: 797 | Pages: 2 | 4 min read

Table of contents

Introduction, significance of customer service.

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essay about customer satisfaction

The importance of customer satisfaction for business

Photo of Mikayla Fuller

We are living in a new era. The transformation of commerce over the years has gone from prioritizing products and services to putting emphasis on the consumer; a trend we predict will remain for quite some time. Customers are the centerpiece of your business and all marketing efforts. Every business should not only reach for a high level of customer satisfaction but should always be actively pursuing it through various support operations .

Most businesses do strive for customer satisfaction, but the problem is that their understanding of what makes a satisfied customer is vague and their goals lack intention. There are a few ways you can analyze your customer satisfaction and determine the success of your CX critical care plan , but before that, let’s get a firm grasp of what exactly customer satisfaction is.

What is customer satisfaction?

In simple terms, customer satisfaction is a measurement that determines how well a company’s products or services meet customer expectations. It includes making a human-to-human connection at every touchpoint with the customer, going above and beyond to provide solutions, and proactively reaching out. When we say every touchpoint, we don’t mean that lightly.

61% of consumers switch to a competitor after just one poor customer service experience. (Zendesk, 20220)

To say that customer satisfaction is important is an understatement. Customer satisfaction is a necessity. Most of the time, customers purchase with preexisting expectations regarding what they will receive from you. Maybe they saw one of your marketing campaigns and ended up giving your product a try. If you made promises to them or were even slightly disingenuous about your deliverables, your customers will be disappointed. You may also lose them forever.

A large part of customer satisfaction is being honest, real, and genuine with your customers. The integrity of your business will bleed through into your employees, the quality of your services, and the way your buyers perceive your brand.

The key word in our definition of customer satisfaction is ‘measurement.’ It may come as a surprise to you that customer satisfaction can be measured, but you can and should take a data-driven approach to your customer satisfaction strategy.

How to measure customer satisfaction

Having a bunch of customers is not going to cut it when determining their contentment with your brand. We have to dig a little deeper than that. One of the best ways to determine this is by calculating your customer satisfaction score (CSAT). It’s a commonly used metric that acts as a KPI for customer service and product quality. Your score will be a percentage—0% being horrible and 100% being wonderful—and is always determined by feedback.

Creating a customer survey follow-up email after buyers shop your products is one of the simplest approaches. You can do this by setting up a campaign segment so your customers receive an automatic email upon receiving the product. Automatic email surveys are low-hanging fruit that helps to reveal your CSAT and give you valuable insights into what your customers really think about your services.

Some customers may not be signed up for your newsletter. Maybe you don’t have one yet, or maybe they purchased the product in-store or through a third party. Ideally, an omnichannel marketing strategy yields the most success, but whatever platform your brand is on, customers will most likely share their thoughts. This could be through social media comments, support chats , or review systems such as your Google Business Profile or Yelp.

Customers are 2 to 3 times more likely to write an angry review than customers who had a great experience are to post a happy review. (Online Reputation Management)

Striving to give each customer an experience so profoundly positive that they feel compelled to share their interaction with your business should be a goal for customer satisfaction.

The main point here is that customer satisfaction is determined by feedback, and customers will share their opinions wherever they have a voice. They also won’t lie to you. A large part of building a customer satisfaction strategy is giving your audience the opportunity to share their voice, and then fully listening to them when they do so. The benefits of simply listening to your customer can propel your organization towards growth. Besides listening to your customers, which is vital, let’s discuss a few other ways you can encourage customer happiness.

How to improve customer satisfaction

There are two important questions to ask when you establish customer support : who is your customer base? And what do you need to do to satisfy them? Here are a few techniques to begin implementing in your customer relations journey, if you aren’t already.

1. Segment your customers

This can be done in many different ways, whether you do so demographically, geographically, or behaviorally, to name a few. The value of learning more about your customer base allows you to tailor your content to fit their specific needs. It further emphasizes that you are listening and taking action. Segmenting ensures that you effectively reach your audience and helps to boost your conversions.

2. Be genuine

If your company makes a mistake, own it. Tell your honest story and stay true to your company’s mission. Hire employees who are authentic and prioritize a transparent-centric work culture.

3. Build credibility

You can accomplish this with case studies , testimonials, or influencer/guest blog features from people who genuinely enjoy supporting your business.

4. Bring value wherever possible.

When customers typically evaluate your services, they perceive the value compared to the price. However, many customers are willing to spend more for product attributes, support of your brand’s mission, convenience, and overall quality. In fact, 67% of buyers are willing to pay more to get a better customer service experience. (Sales Force) How can you make the buying process better?

5. Prioritize connecting with your current customers.

Focusing too much on gaining new customers can leave gaps in relationships with preexisting customers. An increase in customer retention of merely 5% can equate to an increase in profit of 25%. (Bain & Company) Spending less on operating costs increases your success and your customer’s happiness. It’s a win-win.

Our top 7 reasons why customer satisfaction is important

1. customer satisfaction drives customer loyalty and business growth.

High-quality products and systematic support services that are designed to meet customer needs will create high levels of customer satisfaction. This increases customer loyalty and is the single most important driver of long-term financial performance.

2. Customer satisfaction improves churn rate

U.S companies lose $138.6 billion per year due to avoidable consumer switching. (CallMiner) If customers are unhappy, they leave. It’s as simple as that.

3. Customer satisfaction helps you stand out

There are a handful of businesses that are known for being over-the-top with their empathy to customers. Take Chick-fil-a’s ‘my pleasure’ as an example. The phrase itself is so effortless, yet, has completely elevated their verbiage in a way that makes the customer feel appreciated. You don’t have to reinvent the wheel, but something as small as a trademark phrase can elevate any business.

4. Customer satisfaction attracts new customers

93% of customers say that online reviews influence their purchase decision. (Qualtrics) Honest testimonials speak for themselves and create a community of individuals who believe so strongly in your company that they feel the need to share it with the world.

5. Customer satisfaction represents your brand’s mission, values, and image

You don’t want to be known as a business with horrendous customer service. Nowadays, the chances of going viral for a negative situation can severely impact your reputation that can sometimes never be recovered. Working with an experienced and trained support team assists in keeping your image golden.

6. Customer satisfaction is cost-effective to retain customers

There is a 60-70% chance of selling to an existing customer. (Finances Online) Prioritizing existing relationships with your customers cuts down on operating costs and increases overall customer happiness, driving you further towards growth.

7. Customer satisfaction grows customer lifetime value (CLV)

The longer your customer stays with you, the more profit they bring. This assists with maximizing your ROI since you don’t need to spend additional money on customer acquisition to drive sales.

Improve customer satisfaction with Influx

Increasing your customer satisfaction is a long game that requires patience to establish trust between your customers and your brand. Outsourcing support solutions to a 24/7 team of trained professionals with expertise in all things related to CX ensures that your customer satisfaction increases in staggering amounts. Get a quote today !

About the author

Mikayla fuller.

Mikayla is an avid copywriter. If she’s not out on an adventure, you can find her somewhere with a book in hand.

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Customer Satisfaction: Why It’s Important in 2024

essay about customer satisfaction

What if you came to work one day only to find out that half your customer base left you for your competition?

If you’ve just felt cold sweats thinking about revenue drops, acquisition costs, and all this year's KPIs going to hell… Good. Because that’s what you’re risking when you ignore customer satisfaction. 

To say that customer satisfaction is important is an understatement. In 2024, it’s a necessity. 92% of customers are more likely to make a repeat purchase after a positive experience and over a half will switch to a competitor after a single unsatisfactory customer experience

As you see, you can’t underestimate the importance of customer satisfaction. It’s the best way to secure loyal customers who’ll eventually turn into brand ambassadors. Every company should treat customer satisfaction as an essential business factor and work on improving it.

In this article, you’ll find the answers to the following questions:

What is customer satisfaction?

Why is customer satisfaction important, how to improve customer satisfaction.

Let’s roll!

Free-to-use customer satisfaction survey (CSAT) template

In simple words, customer satisfaction is a measurement that determines how well a company’s products or services meet customer needs and expectations. It’s one of the most important indicators of purchase intentions and customer loyalty. As such, it helps predict business growth and revenue.

While the definition above looks pretty straightforward, in reality, it’s not that easy to define what “ customer happiness ” really means for your company.

If you’re tempted to say, "I’ve got a lot of purchases and a steady number of recurring customers, so I think I’m good,” think twice. Maybe some of your clients simply forgot to cancel their subscriptions. Maybe they procrastinate switching to your competitors. Or perhaps they’re too shy to complain and seek reimbursement. None of these reasons means they’re satisfied.

This is where specific customer satisfaction metrics , like CSAT (Customer Satisfaction Score) , come into play. They let you determine what exactly influences the satisfaction—or lack of it—among your customers. 

And it pays off to keep your customers happy. A high customer satisfaction level guarantees long-term clients and makes you stand out from the competition. It also lets you avoid the dire consequences of bad customer experience : churning customers and negative word of mouth .

The equation here is simple. If you don’t care about your customers, don’t expect them to care about you.

How to measure customer satisfaction?

To track customer satisfaction, you need to set up a CSAT (Customer Satisfaction Score) survey that asks the clients to rate their experiences with your company, usually on a 1-to-5 scale.

However, there is also a 7-point-scale customer satisfaction survey that can help you get an even clearer picture of how your customers feel:

You can measure your client’s general satisfaction with your services or monitor specific touchpoints—like making a purchase, contacting customer support, using a particular product feature, etc.

It’s also a good idea to include open-ended customer satisfaction survey questions after your clients rate you. It allows them to explain their choice and gives you concrete feedback.

But CSAT is not the only customer experience metric out there. There are others that will help gauge your customers’ loyalty and happiness with your company. 

One of them is the popular NPS (Net Promoter Score) that monitors how likely your customers are to recommend you to their friends and colleagues. 

You can also use CES (Customer Effort Score) to gauge how easy it is for your customers to interact with your company.

If you don’t know how to choose the right one for you, check out our guide to the five most popular customer satisfaction metrics.

Measuring and analyzing customer satisfaction should become a permanent addition to your business—not just something you do from time to time or to deal with a reputation crisis. As McKinsey & Company put it, the three C’s of customer satisfaction are consistency, consistency, and consistency.

Customer survey software can help you set up recurring surveys, collect your answers, and analyze them in one place. This will let you create a sustainable customer satisfaction measurement process.

In addition to surveys, leveraging customer insights tools can significantly enhance your understanding of customer satisfaction. These tools collect and analyze data from various sources, such as social media, customer reviews, in-app interactions and support tickets, providing a comprehensive view of customer sentiment and preferences. By integrating these insights, you can tailor your services and products more effectively to meet customer needs and expectations.

What is the purpose of customer satisfaction ? Here’s a short answer: if you want to run a customer-centric business, you need to care about customer success .

But there are more tangible benefits of customer satisfaction . Let’s go through a few of them.

And for a quick visual summary, check out our infographic on the importance of customer satisfaction . Just click on the preview below:

essay about customer satisfaction

1. Satisfied and loyal customers are a major growth lever

Research shows that it’s six to seven times more expensive to acquire new ones than it is to keep the existing ones.

And you can’t have loyal customers if they’re not satisfied!

Have you ever wondered why banks or mobile providers are always ready to go the extra mile to keep you around? It’s because they know the actual cost of doing otherwise.

Always try to keep your clients satisfied to prevent them from churning . Meet their needs, solve their problems, and nurture them. This doesn’t only concern your customer service : your clients need positive interactions with your product, website, store, and anything else you provide.

2. Dissatisfied customers churn in a heartbeat

Unhappy customers won’t hesitate to leave you for your competition.

There are many reasons for brand switching. The main culprit is usually the prize—but poor customer experience is climbing up the rankings.

With more than one in three consumers (38%) saying they will buy from a brand they’ve had a good experience with again, even if there are better options, investing in creating positive interactions is a no-brainer.

Customers value ease above everything else. This is why avoiding friction is more important than going out of your way to delight your audience.

And when mistakes (inevitably) happen, you have to make up for them.

Take a look at an email from a local vintage shop that didn’t take down a sold-out product from their store on time. Even a small business with limited capacity understands it’s better to smooth things out with a customer than lose them.

email with coupon code as an apology for missing item

This is also why you receive these “sorry to see you go, tell us why” emails from brands that know they can’t keep you from leaving. Maybe at least you'll tell them how they can improve for their other customers! 

Free-to-use lost customer survey template

3. Customer satisfaction drives business and product decisions

If you prioritize customer success, you’ll have an easier time sorting out your tasks and goals.

Whether it’s product development, marketing campaigns, customer service improvements, or any other area of business— before you chase market trends or introduce novelties, you should make sure your actions resonate with your customers . 

For example, if your customers keep complaining about a certain flaw in your product, it’s better to fix it before you start expanding your offer to catch new customers. Chances are, your old clients will get annoyed and leave, and the new ones will find the very same feature annoying.

Plus, through feedback, loyal customers can help you come up with new ideas for products and services.

At Survicate, every time we run customer surveys, we pepper in an open-ended question that asks customers for their next big idea.

essay about customer satisfaction

If we find particularly good or repeating requests, we bring them to life!

Of course, being customer-friendly is not an end-all, be-all of business success. You still need to offer a solid product or service and have a good market fit. But as Don Peppers put it ,

Customers are the link between the profit you make today and the profit you are likely to make tomorrow. The customer relationship directly connects today's profits and costs to your company's overall shareholder value.

4. It helps you stand out of the crowd

Let’s face it: it’s unlikely your product is one of a kind. And even if it is right now, you’re bound to have a few imitators soon.

The only thing you can do to differentiate yourself is to deliver exceptional customer service and satisfy your clients.

Research shows that companies that focus on customer experience have an 80 percent increase in revenue.

Consider the example of a Polish online store with specialty coffee, CoffeeDesk. It’s locally famous for its exceptional customer experience. One of their signature moves is sticking funny drawings to their packages, usually of a cat. Unless you ask for something else—they will draw whatever you want!

essay about customer satisfaction

This simple yet effective move differentiated CoffeeDesk from a crowd of competitors. Combined with fast delivery times and excellent customer service, the store enjoys a fine reputation. It maintains a strong position in the Polish coffee market—despite many purveyors with similar product choices (and even lower prices).

Other companies in your niche are waiting for you to make the wrong move. It’s common to look at competitors’ negative reviews and solve their customers’ problems for them.

Be it customer service or the product itself, every crack in customer satisfaction is a chance for your competition to strike. Keep the happiness levels high to eliminate any uncertainty about your services!

5. Satisfied customers attract new customers

Loyal customers don’t only contribute to high CLV (Customer Lifetime Value) . They are also your company’s biggest promoters that draw new customers in with recommendations.

To recommend a company, they first have to be satisfied with your services.

Any positive review or social media comment is beneficial for your business. And every review can be turned into a case study, success story, or a social proof section on your website. Just like we did at Survicate:

essay about customer satisfaction

Every brand should keep working to improve its customer satisfaction levels. But it’s not always that easy. It requires steady processes, defined company goals, and, most importantly, continuous effort from every team member.

So: how do you achieve customer satisfaction? 

Let’s go through a few surefire ways to direct your customer experience program in the right direction and score some quick wins. And if you want to dig deeper into the topic, make sure to check out our guide on how to improve customer satisfaction in 8 steps .

ai survey banner

1. Collect customer feedback & always be available

Your customers need a place to voice their opinions—both positive and negative.

Positive customer feedback will ensure that your product roadmap and customer support efforts are heading in the right direction. Happy clients might also share their ideas on improving your product and services, which will help you build a truly customer-centric business.

And an outlet for customers’ negative opinions lets them voice their frustration before turning to online communities.

Your customers should always be able to find a place where they can talk to you. To achieve it, combine the power of easily accessible customer service with the power of surveys. 

Sure, not every company can afford 24/7 phone support—but solutions like chatbots and live chats make it easy to be available for your clients at all times.

They’ll let you catch your customers’ ad hoc requests, suggestions, and complaints. Just make sure there’s always a human out there ready to address problems a chatbot can’t fix. 

It's also important to measure how helpful your support agents or helpdesk are when it comes to dealing with customer queries. You can do so easily with this simple survey:

💡 YOU MAY ALSO BE INTERESTED IN: Customer support survey template

On the other hand, surveys will help you gather general opinions about your brand and monitor the overall state of your customer experience program.

If you haven't run surveys before and think it might take too much of your time or that it's too complex to start with, think again. Tools such as Survicate come with AI-powered surveys that allow you to start collecting feedback in minutes and help you with analyzing the feedback you receive, too!

And, with proven customer satisfaction surveys like CSAT (Customer Satisfaction Score) or NPS (Net Promoter Score) , you’ll gather numerical customer satisfaction data to monitor and benchmark. You can also give your customers room to voice their opinions by including open-ended questions (e.g., “Is there anything we could improve in our product to make it better for you?”)

Just take a look at the interactive NPS survey below. After the respondent assigns you a score, they can explain why they evaluated you the way they did and leave their suggestions. Satisfied customers also receive a request to leave an online review.

Free-to-use NPS survey template

‍ After collecting customer feedback, calculate your general NPS score (to turn it into a benchmark and improve in the future) and check out the response breakdown! If you use Survicate, your NPS report will generate automatically.

essay about customer satisfaction

And don’t forget to look for valuable suggestions in the open-ended responses!

All in all, surveys are the best way to improve customer satisfaction and remove the guesswork from business decisions.

As one of our clients, Katja Lindqvist of Via Esca , told us, 

Survicate surveys have given us a pretty good idea about why people decide to use our service, and why they stop using it. We are able to validate our ideas and theories against the actual reasons that people tell us about.

2. Stay proactive and react in real-time

Okay, so you brought suggestion number one to life, and your customers can always reach you .

Now, you have to make sure their feedback doesn’t disappear in a black hole—especially when it’s negative.

Ignoring customer complaints might have some severe side effects:

  • You create an army of dissatisfied clients who are likely to churn, and that’s not the kind of audience you want.
  • Dissatisfied customers are much more likely to share their opinions than happy ones, and a bunch of negative online reviews can seriously stain your reputation.
  • Modern customers expect effortless interactions, so you don’t want to be recognized as a company that keeps inconveniencing its clients.

Whenever possible, address negative customer feedback in real time—or at least as soon as possible. Try to make things up for your unhappy customers, either by compensating them or bringing their suggestions to life. You might avoid negative word-of-mouth and get valuable ideas on how to improve your business.

Reacting in real-time doesn’t only concern live chats or phone calls but also surveys. With best survey tools such as Survicate, you can set up email or Slack notifications and get a heads-up whenever someone shares their feedback.

essay about customer satisfaction

Sometimes it’s possible to predict a potential complaint and address it before it happens. Do you already know your web app will be under maintenance, and your users won’t be able to access it? Or maybe your store is swamped with orders, and you’re expecting shipping delays? 

Stay transparent and let your customers know beforehand. Here’s an example of an email from the H&M online store:

essay about customer satisfaction

While customer complaints are often more time-sensitive than positive feedback, don’t ignore your satisfied clients, either. Always remember that they’re one of your most valuable assets. Try to:

  • Keep track of your biggest fans;
  • Turn their ideas into reality;
  • Ask them for reviews or recommendations;
  • Offer special deals;
  • Turn them into brand ambassadors (with the help of referral programs or incentives).

The sky’s the limit.

3. Keep things personal

Personalization became the norm. Zendesk found that 59 percent of consumers believe businesses should use the data they collect about them to personalize their experiences.

It’s hardly surprising that personalization works so well since it makes the customers feel important and “at home.” After all, we’re all happy when we receive that free Starbucks coffee on our birthday, aren’t we? 

From the company’s point of view, personalized targeting means tailoring content production , services, and offers to the customers' expectations. A customer who gets exactly what they want is much more likely to feel satisfied—as opposed to a customer who gets spammed with irrelevant emails and still hasn’t understood how your product can help them.

A perfect example of effective personalization is the meditation app, Headspace . During signup, it asks the users a few simple questions about their preferences, such as experience level, the main reason for using the app, or their preferred meditation time. 

essay about customer satisfaction

Based on the customer’s choices, they can tailor the product and communication to users’ needs. The night owls will receive notifications later in the day when they’re the most engaged. Inactive users who want to sleep better will get content about improving their sleeping schedules. The people who installed the app to relieve anxiety won’t see sport-focused features, etc.

Hard to be dissatisfied when the product is exactly what you need it to be!

Make sure you apply personalization to all communication that comes from your brand, including surveys. For example, don’t just blindly show general user satisfaction surveys to everyone who visits your page—they might not even be your customers yet.

Instead, try triggering your survey based on an event, like completing a purchase or visiting a specific page. You can easily do it when setting up website surveys with Survicate .

essay about customer satisfaction

4. Measure customer satisfaction regularly

You can’t improve customer satisfaction if you don’t know what you’re improving.

Measuring customer satisfaction with surveys will let you obtain concrete numerical scores and turn them into KPIs. You’ll also be able to look for patterns in open-ended questions and fix the most pressing problems.

Free-to-use customer satisfaction survey template

Here’s an example. Let’s say you recently ran a CSAT survey that revealed you have a lot of dissatisfied users. Their answers suggest they’re unhappy with the response time of your customer service.

You should try fixing the problem and then re-run the survey to see if your Customer Satisfaction Score improves. If it does—keep up the good work. If it doesn’t—investigate further. Maybe your audience didn’t reveal the actual source of their frustration, and you have to work on building a healthy communication flow?

Measure, tweak, and then measure again! You will:

  • test your assumptions,
  • motivate yourself to take action,
  • and have interesting customer satisfaction data to show to the rest of your company. 

If you run surveys with Survicate , you can always access a report section that will show you your scores and answer breakdown:

essay about customer satisfaction

There are many customer satisfaction metrics methods to distribute your surveys to choose from. Pick the ones that fit your business goals and your clients’ preferred channels!

5. Communicate across departments

Imagine you’re a marketer who’s just run a customer satisfaction survey.

You got a pretty decent Customer Satisfaction Score, but you’ve received a few complaints from your least happy customers. You notice that most of them concern a particular bug in your app.

How do you think this situation should play out?

  • The feedback stays in the marketing team and continues to create friction until the dev team notices the bug and fixes it one day;
  • The feedback is shared with the dev team, who takes it seriously and fixes it at the earliest opportunity.

Obviously, the correct answer is b). Customer satisfaction requires input and effort from the whole company. Every department should take customer feedback seriously and realize the outcomes of ignoring it.

If you use Survicate , take advantage of the customer satisfaction tool ’s unlimited seats and invite at least one person from each team to collaborate. They’ll have access to all the surveys and reports.

And if you integrate Survicate with Slack , you can set up notifications and simply tag the right people whenever feedback comes. Whatever fits the communication model in your company!

measure csat with survicate banner

Improve your customer satisfaction with surveys

Customer centricity is an indispensable element of every successful business. This is why you should focus on continuously improving customer satisfaction.

High customer satisfaction levels help with:

  • Keeping existing customers around;
  • Attracting new ones;
  • Increasing customer loyalty;
  • Standing out from the crowd of competitions;
  • Making smart product decisions.

Measuring customer satisfaction is essential for monitoring the state of your customer success and customer experience programs. It’s best to do it with the help of customer satisfaction surveys, such CSAT (Customer Satisfaction Score), NPS (Net Promoter Score), or CES (Customer Effort Score) surveys.

With customer satisfaction software such as Survicate, you’ll have your customer satisfaction surveys up and running in just a few clicks (with zero coding). Just choose one of our free customer satisfaction survey templates , customize it if you’d like, and watch the responses flow in. The combination of real-time response collection and data analytics means that you can thoroughly monitor your customer satisfaction. Sign up for a 10-day free trial and put customer voices at the heart of your business right now!

essay about customer satisfaction

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essay about customer satisfaction

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Customer Satisfaction, Essay Example

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Team Video Analysis

CanGo can potentially increase customer satisfaction by implementing several strategies that can be costly to initially install, but would considerably save CanGo’s expenditure in maintaining the customer service department.

Package Tracking

The company can invest in a package tracking system that allows customers to receive updates on the status of their packages and even provide updates on the physical locations of these packages as they traverse certain geographic points. This reduces the number of calls the customer service switchboard receives, reducing the cost of running customer service.

The company can invest in an in-depth, detailed and interactive website that can help consumers keep track of their packages and get customer care services. This can be achieved through the use of an interactive customer service live chat service within the website. This would be facilitated by the customer filling in details about their order before initiating the chat. The customer would wait for 2 minutes at most then get assigned to the customer care agent with all the information pertaining to their given package. The client would then be allowed to state their problems or issues with their package and this would be ironed out.

Customer Service Portals

It is vital that all clients can contact CanGo’s customer service department. This is essential for the customer to realize quality services for moneys paid. CanGo can invest in opening up official customer service portals on the different social media platforms to help customer service handle issues with packages in the most convenient manner any time of day. This will help the company interact with its customers, while gaining meaningful insight into trends in customer wants, desires and fashion.

Works Cited

Humphrey, Doris. Customer Service . Mason: South-Western Pub., 2011. Print.

Macahdo, Ricardo and Colin Diggines. Customer Service . Lansdowne: Juta, 2012. Print.

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Customer Satisfaction in Business

Introduction, the investigator role, why the customer complains occurred, the changes in order approval, recommendations.

Customer satisfaction is the key to success for a business. It can lead a company to success or complete failure (Simon, 2006, p. 4). If a company manages to achieve high level of customer satisfactions it will be one step closer to form a new relationship with them. Satisfied customers can easily be turned into loyal customers. A loyal customer is one that ‘sticks’ with your company’s product and services as he, or she, believes that you deliver more than just a product, you deliver values and care (Jones, 2004, p. 43).

This is why for a successful business it is so important to keep a close relationship with customers and try to satisfy them as much as you can. Seeing that the company we are discussing about has received several complains by three of its major customer stores than something is not going the right direction. In order to assess correctly why this has happened, the investigator should control certain specific variables and look if they have changed. By doing this he can deduce the reasons of dissatisfaction messages received from the customer stores and avoid them in future transactions. Some of the basic variables to achieve customer satisfaction include the quality of the product being delivered, the final costs of it and the timing of delivery to the customers.

In order to assess adequately what is going on with the company and, more importantly, how to correct anything that might be going wrong, the President of the company requested the role of an investigator. This is the role I will be doing. His role is to act as an independent, outside source of control.

This is done in order to ensure a sort of ‘objective’ view on the current company’s situation. This ‘objective’ view will help determine correctly the problems occurring in the company and design efficient strategies to resolve them.

In the case we are discussing the president of the company has commissioned an investigator to prepare him a report about the report of some major clients complaining about quality of service of the company. Thus it is obvious that he investigator will search the data related to the product being delivered.

This quality control could be achieved by reviewing the data from the testing of quality of products made by the Research & Development Department of the company. Here we are talking about the ‘physical’ attributes of quality of the product being delivered, of course. Another source would be the feedback from customers themselves. These feedback data could be monitored to see what the customers have complained for relating to the product. This could be very helpful because the customers themselves would have expressed what is that the company is doing wrong. The same control as for the ‘physical’ quality of the products could be done to determine whether their final costs of delivery have changed. And a last major component in achieving customer satisfaction is timing in the delivery process. If you manage to deliver your products in time to the customer and if that timing is as short as possible, then you have gained a positive advantage. In our case, this positive advantage has been threatened because the time of delivery of products at the customer stores have been prolonged by at least three hours.

Now that the reason why customers have complained is determined the investigator should be careful to find out the causes of that led to the increase in time operations. By monitoring the data of the company it comes out that lately a change was made requiring the credit manager to approve all restock order. This change was made from the necessities of preventing a sales cost increase in the company’s balance sheet. Without the credit manager approval the company could restock products that in fact do not fulfill the requirements of being restocked.

This is why the company decided to analyze each case in order to accept only those who fulfill the conditions of being restocked. It came out of the necessity to stop the large loses in accounts receivable that were seen during the last period of four months. The fact that more and more orders have been turned back for restock means that something was not as it should with their production. It may be their quality or simply the fact that customers wanted it to have certain additional features in it. In any case, it means that the company have failed to properly respond to customer needs and desires in the market.

But the response of the company could make things even worse. As a matter of fact, what it has done is to add a chain of control to the products. And this situation not only will increase the timing of delivery to the customer stores, because the credit manager needs time to verify each case adequately, but will also have a negative impact on the internal network of the company. The labor force, the staff of the company, would slow down their timing of work which will negatively impact their work performance. If this happens, than the company will begin having not only problems with time schedules of delivery to customers but even internal labor-culture problems. These ‘labor-culture’ problems are what impact negatively the outside image of a company (Gomez-Mejia et al., 2008. P. 36). Thus, by adding a chain of control and thus increase timing of delivery of the products, the company has not addressed as it should this problem but, on the contrary, it may lead to a deepening of the problems. The further bureaucratic complication of product delivery will not solve the nod.

The first thing to do is to determine why these products kept coming back for restock during the last four months period. This could come up from the data collected with the techniques mentioned above. Secondly, a change in the Research & Development Department is needed. This department should intensify its efforts to bring innovations for new product development or even in the re-organizing of company’s networks form supply to delivery.

Another thing to do would be to change organizational culture and the way the work force is managed within this company. It can start with the establishment of a system of feedback throughout the company. This would make possible that worker’s voices would be listened. To the labor force would be given a chance to participate actively in the company’s organizational life. Another step here would be to implement a system of incentives for the labor force. This could be a system on a merit-based basis. The result of these two steps would be that the morale of the labor force will boost and their performance will follow. This would greatly, positively, impact company’s productivity.

It will also decrease the timing of delivery of the products and increase the quality of their production. The same system of incentives should be implemented with the management team. To them should be given the possibility of big rewards for new innovative ideas they bring and that have a positive impact company’s market share and positioning.

Gomez-Mejia, Luis R.; David B. Balkin and Robert L. Cardy (2008). Management: People, Performance, Change. 3rd edition. New York: McGraw-Hill.

Jones, R. G. (2004). Organizational Theory, Design, and Change: Text and Cases, Fourth Edition. Published by Prentice-Hall, a Pearson Education Company.

Simon, H. (2006). Administrative Behavior. 4th edition. Blackwell Publishing: London.

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Services marketing and 7 ps.

Services are quite distinct from fast moving goods because they possess certain qualities that cannot be found elsewhere. Services typically encompass economic activities transferred from one party to another. Usually, these are time bound and may not encompass exchange of physical assets; in other words transfer of ownership will not occur.

Customers in the services sector often exchange money and time for value derived from systems, networks, facilities, labour, skills or even goods owned by the service provider. In the case of academic libraries, customers exchange money (through annual fees) for facilities, systems and labour in those institutions. These qualities make the marketing of services quite unique; that aspect can be analysed through the 7Ps i.e. Product, promotion, price, place, people, process, physical environment (Lovelock and Wirtzm, 2011).

In service offering, product refers to a service concept that has the capacity to give value to customers. This will be a combination of a core need and a supplementary need. Academic libraries offer information through books and this is their core value; other supplementary needs include rental book services and cataloguing services which are designed to add value to the core product.

The second ‘P’ is promotion. Service marketing promotion often employs educating customers about the service, how to use it and how to drive maximum benefits from it. Academic libraries often do promotions through websites, self service equipment or use of display screens. Third, service marketing employs price.

Any service provider needs to be offering services at a price that will be worthwhile to customers so that they can go beyond price considerations and purchase the service. Academic libraries ought to minimise time and travelling expenses that can inflate price. They can do this by making their services convenient.

Place is also another important consideration. This refers to the channels used by the service provider and may be a physical location, website, the phone or other outlets. Libraries now have a wider access to distribution channels through the internet and this can improve performance.

‘People’ denote the employees used to deliver those services and they need to possess the right attitudes, interpersonal and technical skills. Academic libraries cannot compromise on this element as it is what users employ to assess their effectiveness. ‘Process’ means those variables involved prior to actual offerings. These may involve training, standardisation of services as well as automation. Academic libraries ought to employ rigorous service quality management as part of ‘process’.

Lastly, ‘physical environments’ refer to the look of tangible aspects of the service such as the building, furnishings and equipment. In academic libraries, this normally involves appropriate seating arrangements, arrangements of books and design of the actual library (Gummesson & Lovelock, 2004).

The latter overview of service marketing gives a brief illustration of what this concept entails in academic libraries. However, one needs to know whether actual institutions pay attention to 7ps of marketing. Primary data that has been collected from academic libraries by a number of researchers has illustrated challenges in the ‘people’ aspect.

Some employees have attitudinal issues. Many will be so preoccupied with the task at hand that they may not bother clarifying exactly what customers want. New students who may not know how to use library systems may often get assistance about how to locate references but rarely understand verbal illustrations. Many libraries lack practical illustrations for using their systems.

Overly speaking, the manner in which employees handle complications can be improved in most academic libraries. Additionally, libraries seem to have a problem with their product aspect because there is often very little excitement about new books. Displays are often not there or may not be attractive or value driven.

Promotional aspects of this industry are quite good because many institutions utilise the internet in order to educate customers about use. Libraries tend to be academically oriented so the physical environment in marketing can also be improved as many have not considered customer wants (Goh & Vhung, 1999).

Customer service system theory

Customer service systems encompass those kinds of configuration of technology and networks that are crucial in delivering the wants and needs of customers. In other words, it is a configuration of technology, people, external service systems, internal service systems and others connected through the use of shared information.

Domino’s Pizza is an exemplary case of how customer service systems can translate into profit. Domino’s decided to automate the pizza making process such that all unnecessary processes could be eliminated. This implied that the organisation could deliver quality pizzas uniformly. Also, in order to reduce time spent in handling paperwork, the firm adopted an IT system that would assist in management of marketing costs, inventory and payroll.

These contributed to their success. However, some service providers may have greater contact with their clients than others as is the case with academic libraries. Here, their aim in the customer service system should be to boost the quality of their interactions with users.

In such scenarios, they need to have technologies and networks that allow relatively new employs to carry out their roles effectively even as they go through the learning curve. Most customer service systems are complex and keep changing as more innovation takes place.

Many institutions have realised the importance of this aspect so most are using technology to boost their systems. However, it was found that most libraries will often introduce new product stacking methods yet they will not bother to inform and educate consumers about it. Customer service systems can only be effective if they involve the consumer so universities are failing in this area (Goh & Vhung, 1999).

Service quality model

The service model proposes a number of issues that must be tackled by service providers in order to enhance customer satisfaction. First, it proposes an assessment of customer perceptions on the services under consideration and assessment of their actual expectations. Many institutions will stop at customer perceptions of what they have already offered but most of them will rarely focus on the things that customers wish for or expect from that service provider. It is crucial to measure both these aspects in order to know where a library is and where it needs to be.

Service quality also encompasses improvement of services. This should involve the use of technology in library systems and effective training of those offering the service (Usherwood, 2003). Service providers also need to look for ways of cutting costs as these will translate into effective pricing strategies in the company.

Libraries often need to charge users for services used and if they can eliminate all the backlog in their service systems then this could definitely translate into lower unit pricing. Sometimes service improvement can translate into reduced costs but in other situations it could increase them. Libraries need to be aware of this potential clash and hence work on a compromise between the two goals.

Nothing matters more in service quality than valuing one’s customers. When most users are asked about the issues that make them highly dissatisfied in libraries, most will cite poor treatment by employees. Therefore, libraries need to ensure that the customer is valued by according him due respect.

This means responding effectively and promptly to their concerns. Scorning or criticising customers for complaints will often do more harm than good. Furthermore, valuing the customer also means offering timely service. Many library users have complained about waiting times when trying to get help from librarians. Academic libraries are not doing so well when it comes to the issues of prompt service delivery.

Service quality should also involve tangibles. Here, organisations need to pay attention to ambiance in their organisations. Customers should be able to derive satisfaction from this aspect in much the same way that they do from goods. Libraries often work on ambience by improving seating arrangements and design.

The users would prefer a place that is comfortable and satisfying. However, sometimes this may not work well because libraries are meant to facilitate knowledge acquisition rather than provide comfort. Therefore extremely comfortable seats may work against them.

Numerous academic libraries have created areas where students can seat around a table and even engage in discussions. This works against the major principle in operation in libraries because it creates noise and interrupts other serious students. Such a problem is quite rampant in a number of institutions and therefore needs to be addressed in order to improve service quality (Goh & Vhung, 1999).

Didactic model

The didactic model is an old school of thought in library and information services. In this model, it is assumed that the librarian knows best. He or she can anticipate the needs of the student and should therefore provide that individual with them.

It should be noted that this model focuses on needs and not wants; needs refer to things that students cannot do without while a want refers to an inherent desire that may not be that important. Librarians adhering to this school of thought will pay attention to student needs by relating them to an overall school mission or to certain policies applicable within the library.

In other words, the librarian considers himself or herself as a professional and someone who facilitates learning. He or she will therefore deduce users’ needs through external mechanisms. Librarians often reason that students may not always understand what is best of them and this implies that librarians must educate them about this knowledge.

If for example a student has been given an assignment by his or her lecturer, a librarian following this model will tell him how to find information that he is looking for rather than show him exactly where it is. In a number of academic libraries, it has been shown that many adopt such a stance.

Theirs is to encourage a spirit of independence and this can only be learnt when one is not spoon-fed. Practically speaking, many librarians in academic institutions have stated that they consider themselves as co teachers. Theirs is to complement the relationship that exists between students and their teachers in their lecture rooms. Consequently, most do not do searches on behalf of students especially those new ones who appear to be having unrealistic expectations (Martula & Menon, 2005).


Academic libraries can improve customer service through a series of approaches. The deficiencies in the 7 ps found in these institutions can be corrected through clarification of expectations. Libraries can repeat back what users tell them – a technique called mirroring.

This will ensure that they handle the right problems. Alternatively, they can teach new students how to use a new method of finding books or any other thing. They should deal with one sample and then let users do the rest. During waiting times, libraries can reduce pressure by installing video monitors which educate students about new developments in the library system.

Also, employees can empathize with students when they bring forward complaints or they can direct them to superiors if they feel that they cannot answer the question at all. This would cool down the concerned user and make them understand the situation especially when they hear it from a superior.

Libraries can work on promotional aspects by displaying new books at the entrance of the library to attract customers’ attention. All these issues will go a long way in improving customer excellence hence satisfaction.

Lovelock, C. and Wirtzm J. (2011). Services Marketing: People, Technology, Strategy. NJ: Prentice Hall

Gummesson, E. & Lovelock, C. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Service research journal, 7(1), 20-41

Goh, C. & Vhung, P. (1999). Service typologies: a state of the art survey. Journal of Operations and productions, 8(3), 403-456

Usherwood, B. (2003). Libraries as a public service. Public library journal, 7(5), 141-145

Martula, C. & Menon, V. (2005). Customer expectations; concepts and reality for academic library services. College and research libraries journal, 56(13), 33-47

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IvyPanda. (2019, March 22). Customer Service Excellence and Customer Satisfaction.

"Customer Service Excellence and Customer Satisfaction." IvyPanda , 22 Mar. 2019,

IvyPanda . (2019) 'Customer Service Excellence and Customer Satisfaction'. 22 March.

IvyPanda . 2019. "Customer Service Excellence and Customer Satisfaction." March 22, 2019.

1. IvyPanda . "Customer Service Excellence and Customer Satisfaction." March 22, 2019.


IvyPanda . "Customer Service Excellence and Customer Satisfaction." March 22, 2019.

Customer Feedback Surveys: Types, Questions, and Templates

12 min read

Customer Feedback Surveys: Types, Questions, and Templates cover

Customer feedback surveys serve as invaluable tools for gathering actionable insights directly from your audience.

However, it’s important to know when and how to trigger the forms to gather user feedback , for increased response rate and data credibility.

In this article, we explain the definitions, types, examples, and best practices of customer feedback questionnaires to help you increase your response rate.

  • Customer feedback forms gather user insights and sentiments that allow you to improve your product/service.
  • Collecting customer feedback helps to build user-centric products, measure satisfaction, identify areas for improvement, and boost user retention.
  • Customer Satisfaction Score (CSAT). Track overall satisfaction with your product or service.
  • Net Promoter Score (NPS). Measure customer loyalty by asking how likely they are to recommend your product to others.
  • Customer Effort Score (CES). Determine your platform’s ease of use.
  • For close-ended questions . Use a Likert or rating scale, give dichotomous options, or offer multiple choices.
  • For open-ended asks. Allow users to answer using their own words.
  • Onboarding. Rate from one to five your overall satisfaction with the onboarding process .
  • Customer service experience. Overall, how would you rate your experience with our customer service team?
  • Product usage. Have you encountered any issues or challenges while using our product? If yes, please describe.
  • Product usability . Did you find it easy to navigate through our product?
  • Quality. Which specific aspects of our product do you find most valuable?
  • New feature release. Were there any features or functionalities missing from the new release that you would have expected to find? If yes, please describe.
  • Customer experience. How was your experience with our product?
  • Customer loyalty. On a scale of 1 to 10, how satisfied are you with your overall experience using our product?
  • Best practices for feedback collection involve triggering the surveys in context, keeping them short, avoiding leading questions, and closing the feedback loop.
  • To collect user feedback by building in-app surveys and keep track of your analytics in the same place, try Userpilot. Get a demo .

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What are customer feedback surveys?

Customer feedback surveys are a way of gathering user insights and sentiments about your product. Through a customer satisfaction survey, companies can determine what’s working and what’s not and plan for new features or improvements.

For example, a poor result in onboarding overall satisfaction shows that you need to offer a better experience to new users.

Why should you collect customer feedback?

Collecting customer feedback allows you to build user-centric products that serve them better. But also, you should launch a customer survey to gather feedback and:

  • Measure customer satisfaction over time. Stay on top of the CSAT and your NPS rates by using surveys to discover user expectations and feelings. Use the same scale over time to compare year-on-year results.
  • Identify areas of improvement. Gather actionable analytics , review the customer sentiment, and determine which aspects of your platform could use more work.
  • Increase user retention. Collect customer feedback to build a direct line of communication with your users. Showing that you listen to their ideas can help improve your customer retention.

Types of customer satisfaction surveys

There are different types of customer satisfaction surveys in SaaS depending on the insights that you want to get.

For example, you’ll ask different questions to measure customer satisfaction vs. to track whether or not they’d recommend your platform to others.

Here are the types of questionnaires to keep in mind when creating customer satisfaction surveys:

1. Customer satisfaction score (CSAT) surveys

The CSAT is a metric that reveals overall satisfaction. To determine your business’s CSAT, ask different questions to your users via a customer satisfaction survey.

It’s crucial to ask users to answer on a rating scale of five or seven points to get quantitative answers. Look at this CSAT survey template for inspiration.

The question usually starts with “On a scale of 1 to 5, how satisfied are you with X?” or “Rate how satisfied you are with X.”

The X can change depending on your goals, i.e., to measure post-product upgrade satisfaction, interactions with your customer service teams, or your onboarding process .

CSAT survey example

2. Net Promoter Score (NPS) surveys

This type of customer satisfaction survey measures customer loyalty and retention . You get an NPS by asking users how likely they are to recommend your platform.

The NPS is tracked on a scale of one to ten and separates the answers into three groups:

  • Detractors . Customers who feel dissatisfied with your product (ratings from one to six).
  • Passives . Indecisive or not overly satisfied, but also not unsatisfied customers (seven and eight ratings).
  • Promoters . People who are excited about your product, are loyal, and will recommend it to others (ratings nine and ten).

Choose one of the types of NPS surveys (relationship or transactional) that fits your goals best. Also, compare your NPS with benchmarks of customer satisfaction in the industry.

Example of an NPS survey for Campfire

3. Customer effort score (CES) surveys

The third type of customer satisfaction survey measures the CES. This KPI determines product ease according to users.

You can get this score by asking questions such as: “On a scale of one to five, how easy did you find it to complete X?”

You can use a customer effort score survey template to determine how easy it is to:

  • Navigate your website.
  • Adopt new features.
  • Find support.
  • Complete onboarding tasks.

Example of a CES survey

Types of customer survey questions

Just like there are different types of surveys, there are diverse forms to ask questions. These can be open-ended or close-ended survey questions .

Here’s a list of five types of survey questions :

1. Likert scale questions

The Likert scale is a method to quantify answers based on a very specific range from five to seven points. These usually help determine a customer’s level of agreement or disagreement.

For instance, a question such as “How satisfied are you with our customer service?” allows respondents to rate their experience along a spectrum of satisfaction – from Very dissatisfied to Very satisfied.

Example of a Likert scale question

2. Rating scale questions

This is similar to the above, but rating scale questions usually refer to a numerical or a more vague range. E.g., rate from 1 to 5, and use these emojis to determine your satisfaction, on a scale of dissatisfied to very satisfied. For example:

Q: On a scale of 1 to 5, how satisfied are you with our onboarding guidance?

A: 1 – – – 5

example of a survey question using a rating scale

3. Dichotomous questions

Ask questions with two possible answers and let the customer decide between them, i.e., yes/no, agree/disagree, or truth/false.

The goal of dichotomous questions is to gather the absolutes. I.e., overall, is the user more satisfied or dissatisfied with your product? For example:

Q: Did you find the information provided helpful?

Use open-ended questions to follow up and gain more information.

Dichotomic, yes or no questions on a customer satisfaction survey

4. Multiple choice questions

As the name implies, these questions present customers with several options to choose from. Here, customers can select one or multiple answers that apply to their experience. For example:

Q: Choose one from the list below. Which of the following features do you find most valuable?

A: a. Automated reporting; b. Integration capabilities; c. Customizable dashboards; d. AI-driven analytics; e. Others (Please specify).

Example of a multiple choice question on a survey

5. Open-ended questions

Contrary to all of the above, these are questions where users get to write their answers. The goal of open-ended questions is to gain details and verbatim of the user experience.

These constitute the qualitative part of the survey responses. You can usually add open-ended questions at the end of the survey as a follow-up. For example, you can trigger different NPS follow-up questions depending on the score they chose.

Q: Can you expand on why you wouldn’t recommend the product to others?

Templates for customer satisfaction survey questions

Use these templates to build customer satisfaction surveys and gather insights across the full customer journey lifecycle. Here are questions to ask for different purposes:

For measuring onboarding satisfaction

A good onboarding survey should have around seven to ten questions to maximize the chances of getting answers. So, mix some closed-ended questions with one or two open-ended ones.

Build your internal customer onboarding feedback survey template to measure satisfaction with your customer’s response onboarding experience consistently over time. Examples include:

Rating or Likert scale questions :

  • How would you rate the accessibility of resources (e.g., knowledge base, help center) during the onboarding process?
  • Rate from one to five your overall satisfaction with the onboarding process .
  • How would you rate the onboarding experience compared to similar products you’ve used in the past?

Dichotomic questions :

  • Are the onboarding materials (tutorials, guides, etc.) helpful?
  • Do you agree or disagree with this statement: The onboarding was comprehensive and contained useful learning materials.

Open-ended questions :

  • Were there any aspects of the onboarding process that you found particularly confusing or unclear?

Example of how survey questions look on Userpilot

For evaluating the customer service team experience

The best way to reduce the customer service gap is by identifying your customer expectations and needs in terms of the customer support team itself. You can do this through customer service surveys .

Here are some customer satisfaction survey examples for service rating:

  • Based on the recent interaction with X customer service representative, how satisfied or dissatisfied are you with our company?
  • Overall, how would you rate your experience with our customer service team?
  • How would you rate the accessibility of our customer service channels (e.g., live chat, email, phone support)?

Dichotomic + open-ended questions :

  • Were there any challenges or frustrations you encountered while interacting with our customer service team? If yes, please explain. (Dichotomic + open-ended)

Screenshot of how to create surveys on Userpilot

For determining product and usage frequency

Ask product survey questions to gain insight into your product’s usage. For example, if you want to know which features people value the most.

Product satisfaction surveys are different than heat maps because you get to discover the customer sentiment behind usage.

Examples of questions to ask here:

  • Truth or false: I use X feature every time I interact with the product.
  • Have you encountered any issues or challenges while using our product? If yes, please describe.
  • Are there any specific tasks or processes for which you primarily use our product?
  • Are there any features or functionalities that you would like to see added or improved in our product to better meet your needs?
  • Why did you choose our product over your previous solution?
  • If you had to modify or add something to our product, what would it be?

Multiple choice questions :

  • How often do you use our product every week?
  • Which specific features of our product do you use most frequently?

example of feature adoption and product usage survey on Userpilot

For measuring product usability

The goal of a product feedback survey is to identify key aspects of your product that might be confusing or overly complicated to your users and come up with a plan to fix them.

Here are some customer satisfaction survey templates to determine issues with the customer experience:

Likert or rating scale questions :

  • Overall, how would you rate your satisfaction with our product usability?
  • How would you rate the clarity of provided instructions within our product?
  • Rate your agreement with this phase: I know where to find the help desk.
  • Did you find it easy to navigate through our product?
  • Truth or false: The website is easy to navigate.
  • Were there any features or functionalities within our product that you found confusing? If yes, please describe.
  • Did you encounter any errors or bugs while using our product? If yes, please describe.
  • Which feature did you find easiest to use? a. AI-driven analytics. b. Interactive dashboards. c. Automated alerts.

Userpilot's usability survey questions using a rating scale

For assessing your product or service quality

A picture is worth a thousand words but poor quality can cost you thousands. Stay on top of how your users perceive the quality of your product/service over the years. Use their answers to influence future product improvements.

Ask these product evaluation survey questions :

  • How satisfied are you with the pricing of our [product/service]?
  • On a scale of one to seven, rate your likeliness to renew your subscription or continue using our product/service based on the value it provides.
  • How disappointed would you be if you could no longer use our product?
  • Which specific aspects of our product do you find most valuable? a. Features. b. Integrations. c. Ease of use. d. Customer service. e. Overall customer experience.
  • What do you think sets us apart from our competitors? a. Features. b. Integrations. c. Ease of use. d. Customer service. e. Overall customer experience.

For gaining feature release feedback

Query your existing customers on their satisfaction levels with your new feature right after launch. Measure the effectiveness of the new functionality and assess basic usability through questions of this sort:

Likert or rating scale questions:

  • Overall, how would you rate your satisfaction with the recent feature release?
  • Rate from dissatisfied to very satisfied, how content you are with X feature.

Dichotomic + open-ended questions:

  • Have you encountered any issues or challenges while using the new feature(s)? If yes, please describe.
  • Were there any features or functionalities missing from the new release that you would have expected to find? If yes, please describe.
  • Are there any additional features or improvements you would like to see in future updates? If yes, please describe.

Example of open-ended question to ask on a feature release feedback survey

For evaluating the customer experience

Happy customers have a good experience and recommend your product to others. Create customer experience surveys to collect their opinions on your overall product or service experience.

Here’s a possible customer satisfaction survey template for measuring experience:

  • How was your experience with our product?
  • How would you rate the helpfulness of our customer service representatives?
  • Did you encounter difficulties using our product? If yes, please describe.
  • Is there anything else you’d like to share about your experience with us?
  • What is one thing we could do to improve your experience with [product or service]?

open-ended question to ask at the end of a customer experience survey

For tracking customer loyalty

As you know, satisfied customers are usually loyal ones. So, review this metric in tandem with others and segment customers depending on how they feel about your company. Assess their loyalty levels by asking these questions:

  • On a scale of 1 to 10, how satisfied are you with your overall experience using our product?
  • How likely are you to recommend our product to others?
  • If you were to change companies and were in charge of using a tool for X, would you recommend us? (Yes/No)
  • What is the main reason we won your business?

example of an NPS question

Best practices to improve feedback collection across the customer journey

To improve your survey distribution and data collection, here are a few best practices we recommend:

  • Contextualize the customer satisfaction survey. Trigger questions based on specific interactions or at certain times during the customer lifecycle. A contextual, in-app survey can increase your response rate and have higher credibility.
  • Keep them short and simple. Avoid asking multiple questions, especially if you include open-ended ones. Try to stick to three to five for in-app questionnaires. This helps prevent survey fatigue and increase completion rates.
  • Avoid leading questions . These are the kinds of questions that hint at the answer. For example, “Our support team solved your problems quickly, haven’t they?” This can result in survey bias and inaccurate survey data.
  • Close the customer feedback loop . Show your customers that you care about them and are willing to fix their pain points by getting back to them. Inform them about changes, plans, or future improvements based on their feedback.

With careful planning and implementation, customer feedback surveys are powerful tools to improve your customer satisfaction survey’s efficacy. It’s also best to use a no-code tool for the automation and scalability of your in-app surveys.

Interested in collecting actionable insights from your users? Get a demo to start building your own customer feedback survey without coding!

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The Origins and Evolution of UPS: a Historical Overview

This essay about United Parcel Service (UPS) highlights its evolution from a small messenger company founded in 1907 to a global logistics powerhouse. It explores key innovations, such as consolidated delivery, conveyor belts, and barcode scanning, which have driven UPS’s success. The essay also covers UPS’s expansion into international shipping and its adaptation to e-commerce and sustainability practices, underscoring the company’s commitment to reliability, efficiency, and customer satisfaction.

How it works

In the intricate world of global commerce, few entities compare to the omnipresence and necessity of United Parcel Service (UPS). Its history unfolds like a rich tapestry, interwoven with strands of innovation, resilience, and an unwavering commitment to customer satisfaction. Delve into the past, and you’ll discover the fascinating tale of UPS—a narrative of continual innovation and adaptation that reflects the evolution of modern logistics.

The origins of UPS date back to 1907 when visionary James E. Casey pooled together a modest $100 to establish the American Messenger Company in Seattle, Washington.

Beginning as a simple messenger service, the company quickly transitioned to parcel delivery, leveraging the growing need for urban transportation services. By 1913, it had rebranded as United Parcel Service, signaling its ambitious goals and broader vision.

The early story of UPS is marked by a constant drive for innovation. In 1916, the company introduced consolidated delivery—an ingenious concept that combined multiple packages destined for the same area into a single delivery route. This innovation not only enhanced efficiency but also reduced operational costs, setting the stage for UPS’s rapid ascent and cementing its role as a pioneer in the parcel delivery industry.

Throughout the 20th century, UPS consistently pushed the boundaries of delivery logistics, harnessing technological advancements to maintain its competitive edge. The introduction of the conveyor belt in the 1920s revolutionized package handling, allowing for unprecedented processing efficiency. By the 1940s, UPS had developed a vast network of delivery hubs across major U.S. cities, solidifying its position as a leader in logistics.

The post-war period brought a wave of challenges and opportunities for UPS as suburban growth and rising consumerism drove demand for parcel delivery services to new heights. In response, UPS rolled out its distinctive brown delivery trucks in the 1950s—a symbol of reliability and professionalism that facilitated its national expansion. Concurrently, advancements in aviation led to the creation of UPS Air Cargo, marking the beginning of rapid, long-distance deliveries.

The latter part of the 20th century saw a blend of innovation and diversification as UPS adopted automation and digitalization to boost operational efficiency. The introduction of barcode scanning technology in the 1980s marked a pivotal moment in package tracking, allowing customers to monitor their shipments in real-time—an innovation that became a hallmark of the UPS experience. Additionally, UPS expanded its services to include international shipping, tapping into the growing wave of globalization.

As the new millennium approached, UPS faced significant changes brought about by e-commerce, globalization, and rising consumer expectations. Understanding the need to evolve, UPS invested heavily in technology and infrastructure. Initiatives like UPS My Choice revolutionized the customer experience, offering unprecedented control and flexibility over deliveries. Moreover, the company intensified its focus on sustainability, incorporating alternative fuels and eco-friendly practices to reduce its environmental impact.

Today, UPS stands as a formidable giant in logistics, operating in over 220 countries and territories worldwide. Its fleet of iconic brown trucks and planes traverses the globe, creating a network of connectivity and efficiency. Yet, despite its enormous success, UPS remains committed to its core principles of reliability, efficiency, and customer-centricity, continually adapting to meet the dynamic demands of the marketplace.

The journey of UPS exemplifies the enduring spirit of innovation, adaptation, and perseverance. From its humble beginnings as a messenger service to its current status as a global powerhouse, UPS has navigated a complex landscape with steadfast determination and foresight. As the company looks to the future, one thing is certain: the innovative spirit that has driven UPS for over a century will continue to shape its path for years to come.


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"The Origins and Evolution of UPS: A Historical Overview." , 21 May 2024, (2024). The Origins and Evolution of UPS: A Historical Overview . [Online]. Available at: [Accessed: 22 May. 2024]

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  6. 📚 Customer Satisfaction, Service Quality, and Customer Value Essay

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  1. essay for customer service in Business #iamastudent #cyberabuseisreal

  2. Customer Satisfaction


  4. Marketing Research at McDonald’s

  5. Customer Satisfaction: How to Put Yourself in the Client's Shoes

  6. Creating Customer Value


  1. Customer satisfaction

    Text preview of this essay: This page of the essay has 442 words. Download the full version above. Customer satisfaction is one of the most important key factors for customer's future purchase (Mittal & Kamakura, 2001). Those clients that have been satisfied by consuming or buying any goods or services will most likely inform others about ...

  2. Customer Satisfaction Management

    When marketing services, there are five factors that are important in attaining and maintaining customer loyalty. Reliability, assurance, tangibles, responsiveness, and empathy are the five main factors. Each of these factors can be important in determining service quality of the business.

  3. 10 Ways to Boost Customer Satisfaction

    10 Ways to Boost Customer Satisfaction. by. G. Tomas M. Hult. and. Forrest V. Morgeson. January 12, 2023. Tim Robberts/Getty Images. Summary. Customer satisfaction is at its lowest point in the ...

  4. Why Customer Satisfaction Should Be a Top Priority for ...

    The Importance of Customer Satisfaction. Customer satisfaction (CSAT) is a way of measuring how content and satisfied your customers are with your company's product and services. It is used to help you understand how well your customer experience meets your customers' expectations, and how potential buyers perceive your product.. As one of the most important metrics and key performance ...

  5. Service Quality and Customer Satisfaction Essay (Article)

    Provision of reliable services to customers is a critical step that facilitates satisfaction. According to Yuksel (2008), customers prefer to receive services from businesses that are reliable and promising. In essence, quality services must be reliable, responsive, and assuring to enable preferences from many customers.

  6. Essay on Customer Satisfaction Strategies

    Customer satisfaction is a key ingredient to the success of any business.It is the most important factor that creates repeated customers. Some people know it but do not …show more content…. These interpretations of the promises they listen you make or your product delivers are the "product" they are buying. Their expectations may contain ...

  7. The Importance of Customer Service: Satisfaction, Loyalty ...

    This deep understanding is key to effective problem-solving, which is the linchpin of customer satisfaction. When customers encounter issues or challenges, they expect swift and efficient resolution. ... Excellence in Customer Service Essay. The staff members of every hospitality and tourism organization are its most important resource. How ...

  8. The importance of customer satisfaction for business

    1. Customer satisfaction drives customer loyalty and business growth. High-quality products and systematic support services that are designed to meet customer needs will create high levels of customer satisfaction. This increases customer loyalty and is the single most important driver of long-term financial performance.

  9. Customer Satisfaction: The Importance for the Company Essay

    Customer satisfaction is in direct relation to the company's revenues. More satisfied customers translate into more customers. More customers subsequently mean more profits for that company. And customer satisfaction begins with the way you treat a customer. This 'golden rule' seemed to have been forgotten by the British Airborne ...

  10. Full article: Customer satisfaction, loyalty, knowledge and

    1. Introduction. Customer satisfaction, loyalty, product knowledge and competitive ability are variables which have been researched extensively across the globe. The relationships which tend to be researched the most are customer satisfaction and loyalty (e.g., Fornell, Johnson, Anderson, Cha, & Bryant, 1996; Türkyilmaz & Özkan, 2007 ).

  11. Customer Satisfaction: Why It's Important in 2024

    To say that customer satisfaction is important is an understatement. In 2024, it's a necessity. 92% of customers are more likely to make a repeat purchase after a positive experience and over a half will switch to a competitor after a single unsatisfactory customer experience.

  12. Customer Satisfaction: Benefits, Examples & Importance

    Customer satisfaction is more than just a "nice to have.". Getting it right has specific, tangible benefits, including: 1. Increase Brand Loyalty. Never take your customers for granted. According to PwC, 59 percent of U.S. consumers who love a product or brand would ditch it after several poor experiences.

  13. (PDF) An empirical research on customer satisfaction study: a

    Customer satisfaction is the key factor for successful and depends highly on the behaviors of frontline service providers. ... least squares, No. 4. W orking Papers of the Department of Economics ...


    Abstract. Customer satisfaction (CS) has attracted serious research attention in the recent past. This paper reviews the research on how to measure the level of CS, and classify research articles ...

  15. Research Portal

    Three essays on the customer satisfaction-customer loyalty associ 874.39 kB Download View. Free to read and download, Open Access. Abstract . The association between customer satisfaction and customer loyalty is one of the most central relationships for marketing theory and practice. To improve our understanding of this essential relationship ...

  16. Customer Satisfaction, Essay Example

    CanGo can potentially increase customer satisfaction by implementing several strategies that can be costly to initially install, but would considerably save CanGo's expenditure in maintaining the customer service department. Package Tracking. The company can invest in a package tracking system that allows customers to receive updates on the ...

  17. Customer Satisfaction in Business

    Introduction. Customer satisfaction is the key to success for a business. It can lead a company to success or complete failure (Simon, 2006, p. 4). If a company manages to achieve high level of customer satisfactions it will be one step closer to form a new relationship with them. Satisfied customers can easily be turned into loyal customers.

  18. Service Quality And Its Impact On Customer Satisfaction

    ABSTRACT. Service quality and customer satisfac tion have been widely recognized as funda mental drivers in. the formation of pu rchase intentions. The concepts ar e important for companies to ...

  19. Customer Satisfaction Essays (Examples)

    Customer Satisfaction Measuring Customer Satisfaction The modern business environment is flooded with intense competition in most industries and in most markets. In this macro environment it is critical to truly understand the customer. Customers now generally have multiple options for their consumption preferences and can usually find an alternate or substitute product.

  20. Essay On Customer Satisfaction

    1007 Words5 Pages. The definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by customer expectations.

  21. Customer Satisfaction Essay

    Literature review: Customer satisfaction has been a famous topic in marketing practice and study research since Cardozo's (1965) earlyl study of customer effort, demands and satisfaction. In spite of many try to measure and explain customer satisfaction, there still does not show to be a accord regarding its explanation (Giese and Cote, 2000).

  22. Customer Service Excellence and Customer Satisfaction Essay

    Customer service systems encompass those kinds of configuration of technology and networks that are crucial in delivering the wants and needs of customers. In other words, it is a configuration of technology, people, external service systems, internal service systems and others connected through the use of shared information.

  23. Customer Feedback Surveys: Types, Questions, and Templates

    Here are the types of questionnaires to keep in mind when creating customer satisfaction surveys: 1. Customer satisfaction score (CSAT) surveys. The CSAT is a metric that reveals overall satisfaction. To determine your business's CSAT, ask different questions to your users via a customer satisfaction survey.

  24. Artificial Intelligence in Sales and Marketing: Enhancing Customer

    The integration of artificial intelligence (AI) into sales processes is transforming how businesses enhance customer satisfaction, experience, and loyalty. This study examines the diverse role of AI in sales, emphasizing AI-driven personalization, customer relationship management (CRM), and the improvement of customer experience and loyalty.

  25. The Origins and Evolution of UPS: A Historical Overview

    Essay Example: In the intricate world of global commerce, few entities compare to the omnipresence and necessity of United Parcel Service (UPS). Its history unfolds like a rich tapestry, interwoven with strands of innovation, resilience, and an unwavering commitment to customer satisfaction