The Quintessential Guide to Customer Satisfaction

An In-depth Guide on Customer Satisfaction: What, Why & More 

Jul 14, 2023

29 mins read

Tanuj Diwan

Amazon has more than thousands of customers who regularly use their app for shopping. But do you know how Amazon keeps track of thousands of its customers and especially who’s at churn? 

By prioritizing customer satisfaction via robust customer satisfaction software.

And not just Amazon, the Harvard Business Review article, Stop Trying to Delight Your Customers mentions that ‘80% of customer service businesses use customer satisfaction scores as the primary metric for gauging the customer’s experience.’ 

So, are you keeping an eye on your customer’s satisfaction? 

If not, then here’s a guide that unravels the secret to customer satisfaction.  

What is Customer Satisfaction?

Customer satisfaction is the key to unlocking success in your business. It’s all about ensuring that your customers are not just happy, but thrilled with their experience when doing business with you. It’s about going above and beyond their expectations.

For example, let’s say you own an online store that sells clothes. Here, customer satisfaction means that when people buy from your store, they feel really happy with their purchase. They love high-quality clothes that meet their expectations. The ordering process is seamless, and your helpful customer support team is available to help your customers. When all of these elements align, your customers will be truly satisfied with their shopping experience.

To effectively gauge and evaluate customer satisfaction, use the customer satisfaction score (CSAT) – a standardized way to measure and assess customer satisfaction levels. 

But is it really necessary to measure customer satisfaction scores? 

Hell, yes!  

The Importance of Measuring Customer Satisfaction Scores is Undeniable – Why? 

Because the repeat purchase rate of ‘totally satisfied’ customers is 3 to 10 times higher than that of ‘somewhat satisfied’ customers, according to InfoQuest study

And by measuring customer satisfaction scores, you can foresee and understand what your potential revenue will be. 

If you’re still in doubt then let me ask you the following questions: 

Do you know how many of your customers are truly unhappy to be with you?

If yes, then what is the reason behind it?

Even if you have the answer, then did you do anything to make them happy?

Most of you haven’t right? 

Let me ask you one more question – are you ready to face the situation when your unhappy customers continue leaving you?

I’m sure you’re NOT. 

That is why it is important to measure customer satisfaction scores.  

By measuring customer satisfaction scores, you’ll get to know customer satisfaction levels, expectations, pain points, and more.

That being said, let’s talk about the benefits it offers.

Benefits of Measuring Customer Satisfaction Scores

Here’re the 5 benefits of it, let’s explore each one in detail: 

  • Satisfied customers are more likely to increase your revenue by making repeat purchases – increasing the customer lifetime value (CLV). They become loyal customers, \and brand advocates, and help attract new customers.
  • By focusing on customer satisfaction, businesses can identify and nurture their promoters while addressing the concerns of detractors. It also provides a competitive advantage by reducing customer churn and fostering loyalty.
  • Going above and beyond to make customers happy creates a strong bond that sets your brand apart from the competition.
  • Word-of-mouth recommendations from satisfied customers are highly trusted by consumers, boosting brand reputation and increasing sales.

Now you know what is customer satisfaction and why it is so important. 

But the question is – ‘Is it only about delighting your customers?’ 

Let’s have a look at it. 

Drawing the fine line: Customer Delight vs Business 

Have you ever wondered how important it is for companies to “delight” their customers? 

Well, it turns out that the idea of going above and beyond to provide exceptional service might not be as crucial as we think. In fact, most customers are more likely to stick around if a company simply delivers on its basic promises and provides reliable, consistent service.

Bad service tends to drive customers away, while exceptional service doesn’t always guarantee loyalty. This is especially true in phone-based and self-service interactions, which happen to be the primary customer service channels for most companies. Loyalty is directly tied to how well companies fulfill their basic promises rather than how dazzling the service experience might be. 

Yet, many companies fail to realize this, resulting in wasted investments and lost customers. So, instead of chasing grand gestures, companies should focus on meeting customers’ fundamental expectations and resolving issues promptly. Consistency and reliability are the keys to winning customer loyalty.

Research by Harvard Business Review, Stop Trying to Delight Your Customers, suggests that the primary driver of satisfaction is reducing customer effort. To enhance satisfaction and loyalty while minimizing costs, companies must prioritize making interactions effortless. 

So, what’s the takeaway?

  • Delighting customers through extra efforts has a limited impact on loyalty. 
  • Streamlining experiences by removing obstacles like repetitive contact and information repetition is crucial. 
  • Addressing emotional disconnects and tailoring responses based on customer personality types can reduce the need for follow-up contacts. 
  • Improving self-service channels, along with actively gathering and implementing customer feedback, leads to higher satisfaction rates. 
  • A customer-centric approach focused on simplicity and ease of use fosters satisfied and loyal customers.

Remember, simplicity and ease of use are key ingredients in creating satisfied and loyal customers. 


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5 KPIs Defining How to Measure Customer Satisfaction?

An image of 5 KPIs defining how to measure customer satisfaction.

There are 5 KPIs with which you can measure customer satisfaction: 

1. Customer Satisfaction Score (CSAT) 

Customer satisfaction score is a measurement of how satisfied your customers are with your products, services, and overall satisfaction with your business. You can create and launch the CSAT survey at multiple touchpoints in the customer journey like post-shopping, etc. to gauge their satisfaction experience. 

But why should you use it? 

The CSAT score basically tells you the customer’s satisfaction level with your products, services, support, and overall business performance. The gathered CSAT survey feedback helps you make data-driven decisions to improve customer satisfaction and overall experience. 

Now comes a question – What to ask in CSAT surveys? 

You just have to ask 1 question on either a Likert scale or a 1-5, or 1-7 point scale from your customers – How satisfied are you with your recent shopping experience? 

And after this question, add an open-ended question asking – What was the reason behind the given score?

You can customize the CSAT survey question based on customers’ touchpoints. After customizing the surveys you can calculate the CSAT score to analyze the gathered feedback. 

2. Customer Effort Score (CES) 

CES is a measurement of how much effort your customers are putting into either resolving an issue or completing a task with your business. This survey asks them to rate their experience based on the ease or difficulty they encountered using your services.

But why only CES?

Because CES helps you to assess customer satisfaction by focusing on the ease of the customer experience. And the lower your CES score, the higher the customer satisfaction and customer loyalty

So, what questions should you ask in CES surveys?

In this survey, you just have to ask your customers a simple question – On a scale of 1 to 5, how easy was it to resolve your issue with our customer support? on a rating scale from ‘very easy to difficult’. 

Note: The average score is calculated to determine the CES. Lower scores indicate higher customer satisfaction.

3. Net Promoter Score (NPS)  

Net Promoter Score (NPS) is a metric that businesses use to measure customer loyalty by asking them how likely they are to recommend our brand to their friends, over a period of time. The respondents who fill out this survey are categorized into 3 categories based on their scores: 

  1. Promoters – giving scores 9-10
  2. Passives – giving scores 7-8
  3. Detractors – giving scores 0-6 

Why only NPS?


  1. It is the best metric to gauge customer loyalty.
  2. It bifurcates your respondents, helping you leverage them accordingly.

    For example, you can ask your promoters to spread good word of mouth and talk to detractors to identify areas of improvement.

  3. It is a relationship metric that helps you build a relationship with your customers and informs you about the one thing that is stopping them from becoming your loyal customers. 

So, what questions should you ask your customers while sending NPS surveys?

Ask them – On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?

With the response to this NPS question, you’ll be able to know how many customers are loyal to you and how likely they recommend you to their friends and colleagues. 


Calculate your NPS Score


4. Customer Retention Rate

Did you know how SurveySensum retained 98% of customers?

By measuring Customer Retention Rate.  

Customer Retention Rate is the percentage of customers that your company retains over a specific period. 

How to calculate it?

You can calculate the customer retention rate by collating all the active customers at the end of the period and subtracting it from the new customers acquired during the period, then dividing it by the active customers at the end of the period, and then multiplying it by 100. 

By calculating the customer retention rate, you can assess customer loyalty and the effectiveness of retention strategies.

For instance, if you had 500 customers at the beginning of the year and by the end of the year, 450 customers remained. 

Your customer retention rate would be (450/500) * 100 = 90%.

5. Customer Churn Rate 

On average, it can cost you $243 to lose a customer – HubSpot

You don’t want that, right? 

Customer churn rate measures the percentage of customers who leave a company over a specific period. It indicates customer attrition and dissatisfaction. 

How to calculate it? 

Calculate the churn rate by dividing the number of lost customers during a specific period by the number of customers at the start, then multiply by 100 to get the percentage.

For example, if you have 1000 customers at the beginning of the month and during the month, 50 customers cancel their subscriptions. The churn rate would be (50/1000) x 100 = 5%.

With these 5 KPIs, you can measure your customer satisfaction. 


Boost Customer Satisfaction with SurveySensum – Request a Demo


Do you know there are 6 types of customer satisfaction surveys that you can use to ace your business? 

Here you go. 

Types of Customer Satisfaction Surveys 

An image showing 6 types of customer satisfaction surveys 

Following are the 6 kinds of customer satisfaction surveys that you can use: 

1. Transactional CSAT Surveys 

A transactional CSAT survey example image of the H&M brand on the SurveySensum tool

These CSAT surveys are conducted after specific customer interactions, such as a purchase or customer support interaction, to assess their satisfaction with that particular transaction. Just like how H&M conducts a transactional CSAT survey on a rating scale to gauge customer satisfaction with the support experience.

2. Relationship CSAT Surveys

A relationship CSAT survey example image of Amazon on the SurveySensum tool

These CSAT surveys focus on overall satisfaction and the long-term relationship between the customer and the company. It can be conducted annually or after key touchpoints to assess the overall customer experience. Just like Amazon ask its customers about their overall satisfaction via sending relationship CSAT surveys. 

3. Post-Interaction CSAT Surveys

A post-interaction CSAT survey example image of Shopee on the SurveySensum tool

These CSAT surveys are sent immediately after specific customer interactions, such as a customer support call or live chat session, to measure satisfaction with that particular interaction. Just like Shopee asks customers about their live chat support experience. 

4. Customer Effort Score (CES) Surveys 

A CES survey example image of Shoppers Stop on the SurveySensum tool

CES surveys are usually sent after specific customer interactions or experiences where effort levels are expected to be high to gauge the ease of use. Just like Shoppers Stop ask its customers about how easy it was for them to find the products they were looking for. 

5. Relationship Net Promoter Score (rNPS) Surveys

A NPS survey example image of Reliance Trends on the SurveySensum tool

rNPS surveys play a vital role in understanding customer relationships. They are sent quarterly or annually to gauge customers’ loyalty and build the overall relationship. Also, it helps you to identify areas where improvements can be made to make a strong customer relationship. Just like how Reliance Trends asks customers to recommend their brand to others. 

6. Product-Market Fit

A  product-market fit survey example image of Allianz on the SurveySensum tool

PMF surveys assess a product’s fit in the market and are sent during product development or after launch. They can be sent to potential or existing customers to gather valuable insights. Just like how Slack sent a product-market fit survey to its customers. 

Now you know the different types of customer satisfaction surveys

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You’ve come a long way. So here we bring you the factors that can influence customer satisfaction. 

Factors Influencing Customer Satisfaction

An image showing 4 factors that can influence customer satisfaction

When it comes to measuring customer satisfaction, several factors play a crucial role in shaping customers’ perceptions and enhancing the overall experience. 

Let’s explore 4 key factors that greatly influence it:

1. Product Quality

An image showing how Dominique Ansel bakery keeps an eye on their product quality to satisfy their customers

Product quality is the make-or-break factor in customer satisfaction. But how?

Let’s take the example of Dominique Ansel Bakery. Stepping into this bakery, you’ll be welcomed with the irresistible scent of freshly baked croissants, cronuts, etc. A golden croissant catches your eye, and as you take a bite, its flaky layers melt in your mouth, delivering heavenly flavors. This gives you a delightful customer experience.

This is how Dominique Ansel Bakery takes pride in using the finest ingredients and skillfully prepares each treat to create a memorable experience and boost customer satisfaction. Also, their fans aka customers enthusiastically share their experiences with their loved ones and spread positive word-of-mouth propelling the bakery’s reputation.

The bakery’s commitment to quality is what keeps customers coming back. But it’s not just about the product itself. Other factors also play a role in creating remarkable experiences. 

That’s why you must prioritize excellence and let your product speak for themselves.

2. Customer Service

An image showing Allianz’s review on SurveySensum tool delivering the best customer service. It is also highlighting customer service as one of the factors that can influence customer satisfaction. 

As Allianz Life highlights that your product can be replicated but the service you offer must be exemplary and SurveySensum indeed did a good job by offering exceptional customer service. 

But what does customer service include and how important it is for customer satisfaction? 

Customer service includes the support and interactions given to customers before, during, and after their purchase. 

Prioritize customer service effectively, by training your staff, offering omnichannel customer support, and promptly addressing their concerns. By doing this, you can enhance the overall experience, resolve issues promptly, and cultivate unwavering trust and loyalty.

And this can also boost your revenue – as HubSpot implies 93% of customers are likely to make repeat purchases with companies that provide excellent customer service.

3. Price and Value

An image showing an example of Sugar Cosmetics as one of the factors influencing customer satisfaction

Have you heard of Sugar Cosmetics?

Recently, it has become a go-to brand for makeup lovers.

Why? – Because it offers top-notch quality products at reasonable prices. 

This brings us to the influencing factor- Price and value. 

Price and value directly refer to the cost of a product in relation to its perceived benefits and worth. 

Because customers seek value for their money, and finding the right balance between price and perceived benefits greatly influences their satisfaction. 

So how can you improve this factor to boost customer satisfaction?

You can improve customer satisfaction by 

  • offering competitive and transparent pricing policies and 
  • delivering products to exceed their expectations in terms of features, performance, and durability

So, implement this in your business to rise up constantly just like how Sugar Cosmetic is.

4. Convenience and Accessibility

An image showing the webpage of Blinkit to show its convenience and accessibility as a factor that can influence customer satisfaction

With Blinkit, you can order vegetables, fruits, and more and get it delivered within 20 minutes. That’s the kind of convenience and accessibility people crave for!

To create a delightful customer experience, it is essential to prioritize convenience and accessibility. This involves ensuring that customers can effortlessly discover, purchase, and use your product or service. One effective way to gauge this is through CES surveys, which measure the ease of the customer journey.

To enhance this experience even further, consider offering 

  • user-friendly websites, 
  • intuitive mobile apps, 
  • multiple payment options, 
  • efficient delivery or service processes, and 
  • setting up convenient customer support channels. 

All these are critical factors that significantly impact customer satisfaction.

So, prioritize these factors and continuously strive to meet customer expectations, by creating positive experiences, building strong customer relationships, and driving long-term success.

Moving forward, let’s talk about different channels that you can use for measuring customer satisfaction. 

Different Channels for Measuring Customer Satisfaction

Measuring customer satisfaction requires using diverse channels to gather feedback and gauge customer sentiment effectively.

But which channels? Let’s talk about those. 

1. Customer Surveys 

An image showing how SurveySensum supports omnichannel sharing of customer surveys to boost customer satisfaction. 

If you want to know how effective your support call was? Just send a post-service CSAT survey!

Customer surveys are the most effective channels to gauge customer satisfaction (which we discussed above). The best part is – you can launch them directly on your customers’ preferred channels such as Emails, WhatsApp, In-Apps, etc.

All you need to do is find an efficient CSAT survey software that helps you to send customized surveys, gather omnichannel feedback in one place, analyze that feedback, and give you top trends and sentiments so that you can take action in time. 


Boost Customer Satisfaction with SurveySensum – Request a Demo 


2. Customer Reviews and Rating 

According to KPMG’s The Truth about Customer Loyalty survey, 66% are likely to write a positive online review after a good experience.

So are you listening to these customer reviews and ratings?

If not, then you must because customer reviews and ratings provide authentic feedback directly from customers who have experienced your product or service. These reviews attract and influence the purchasing decisions of other potential customers.

So, how to use customer reviews and ratings? 

By actively monitoring and analyzing customer reviews and ratings on popular aggregators and rating platforms. Then you can categorize the feedback, identify recurring views, and track sentiment trends. 

Positive reviews can help you identify what is working well, while negative reviews highlight improvement areas. 

And, don’t forget to RESPOND to customer reviews. 

By responding to them, you show that you really care about what your customers think of you. This will also help you to build a relationship with them, and improve customer satisfaction. 

3. Web Analytics

An image showing heatmap while analyzing the website on multiple devices

Are you looking to enhance your website’s performance and drive customer satisfaction to new heights? 

Web analytics tools hold the key to unlocking valuable insights that can revolutionize your online presence.

With tools like Google Analytics and Hotjar, you can gain a deep understanding of user behavior, uncover pain points, and optimize the customer journey

Imagine having the power to track metrics like heatmap analysis, that

  • visually showcases user engagement 
  • highlights the most captivating areas of your webpage
  • gauges bounce rates, 
  • reveals the percentage of users who leave your site after viewing just one page, and
  • measures session time – indicating how long users spend exploring your site

By harnessing the power of these metrics, you can identify areas where your users face difficulties and take actionable steps to enhance their satisfaction and experience.

4. Social Media Sentiment Analysis & Monitoring

Are you listening to your customers over social media channels? 

If not then you must because it directly impacts customer spending. 

According to  Mckinsey’s Social Media as a service differentiator: How to Win report, customers are likely to spend between 20-40% more with companies that quickly resolve their requests on social media. However, those businesses that ignore social experience witnessed a 15% higher churn rate than their responsive counterparts.

Social media offers a vast amount of unfiltered customer feedback, making them invaluable for measuring customer satisfaction. By carefully analyzing sentiment and closely monitoring brand-related conversations, you can gain deep insights, identify emerging trends, and proactively address concerns. 

This proactive approach resolves issues swiftly and cultivates a positive brand perception among your customers. 


Boost Customer Satisfaction with SurveySensum – Request a Demo


Till now we’ve talked about what customer satisfaction is, its importance, types, factors influencing it, and how to measure it along with different channels. Now, you must be wondering about the best time to launch a CSAT survey to measure it, right?

Here you go! 

When to Launch the Customer Satisfaction Survey?

To measure and launch customer satisfaction at the best time, you need to map the entire customer journey. This will help you identify the relevant touchpoints which you can take customer feedback from.

Note: The right time and channel for sending the survey also play a vital role in measuring customer satisfaction. 

Here are some generic touchpoints where you can measure customer satisfaction.

1. Cart Abandonment Surveys

You can send this survey on the Website and in-app to those customers who abandoned their carts during the purchasing process. With this data, you can uncover potential issues that hinder conversions and improve the overall shopping experience.

→ Here’s an example of a post-purchase survey question – What factors led you to abandon your cart today?

2. Post-Purchase Surveys 

Send this survey via email, SMS, or in-app after your customers complete a purchase. So that they can share their satisfaction level with the buying experience, product quality, and overall service.

→ Ask a CSAT question – How satisfied are you with your recent purchase?

3. Customer Support Interaction Surveys 

By sending this survey via email or live chat after interacting with your customer support team, prompt your customers to share their experience of that particular interaction. The gathered data from this survey will help you to evaluate the quality of support provided and identify areas for improvement.

→ You can ask a question like this – Based on your recent interaction, how satisfied were you with the assistance you received from our support team?

4. Checkout Surveys 

Share this survey with your customers either via kiosk or mobile app immediately after they make a purchase to gather their online or in-store experience. This survey will provide you with valuable insights into their overall experience and satisfaction.

→ Ask a transactional CSAT question – On a scale of 1 to 10, how satisfied are you with your in-store/online purchase experience today?

5. Website and In-App Feedback Surveys 

Integrate a feedback survey on your website or within your mobile app, allowing your customers to provide feedback on their experience, usability, and overall satisfaction.

→ Here’s an example of the question to ask your customers – Was it easy to navigate through our website/app?

6. Customer Feedback during Service Visits or Appointments (Pre and Post-Meetings/Demos)

Gather feedback from customers before and after service visits or appointments, ensuring you address any concerns promptly and continuously improve your service quality.

→ Questions example for Pre-Meeting – What specific topics or areas would you like us to cover during our upcoming meeting?

→ Questions example for Post-Meeting – Did the meeting address all your concerns?

7. Periodic Customer Satisfaction Surveys 

Send this survey via email or SMS to assess overall satisfaction, and loyalty, and identify improvement areas to enhance the customer experience.

→ Ask a periodic customer satisfaction survey question like – How likely are you to recommend our products/services to others?

8. Exit Surveys for Canceled Subscriptions or Contracts 

When customers cancel their subscriptions or contracts, send an exit survey to their email or WhatsApp survey. This can help you understand the reasons behind their decision and identify opportunities for retention and improvement.

→ An example of a question to ask is – What led you to cancel your subscription/contract with us?

9. Feedback during Loyalty Program Interactions 

You can send this survey through various channels as per your customer’s availability. 

By conducting this survey, you let your customers provide feedback during their interactions with your loyalty program. So that you can evaluate the effectiveness of the program and make necessary changes.

→ An example of the question you can ask in this survey is – Are you satisfied with the rewards and benefits offered through our loyalty program?

10. Customer Feedback during Product or Service Trials 

Send a trial feedback survey via email or in-app to collect feedback from customers who are currently using a trial version of your product or service. By gathering this survey’s data, it will help you understand their satisfaction and then you can improve conversion rates accordingly.

→ The question to ask in this survey is – How satisfied are you with the trial experience of our product/service? 

By measuring customer satisfaction at these critical moments you can gain actionable insights, enhance the customer experience, and foster long-term loyalty.

Learn more about asking the right CSAT survey questions at different touchpoints here. 


Boost Customer Satisfaction with SurveySensum – Request a Demo


Now you know at what touchpoint you’ve to send customer satisfaction surveys, it’s time to delve into best practices to improve CSAT scores.

7 Best Practices To Improving Customer Satisfaction

An image showing 7 best practices to improving customer satisfaction with SurveySensum tool

Here are the 7 best ways to boost customer satisfaction: 

1. Build Strong Customer Relationships through Excellent Personalized Customer Service 

An image showing personalization in Amazon to improve customer satisfaction and experience 

When it comes to building strong customer relationships through excellent personalized customer service, one brand that stands out is Amazon. 

Amazon excels in building strong customer relationships through personalized customer service. They send personalized emails addressing customers by their names and recommend products based on their browsing and purchase history. This attention to detail makes customers feel valued and understood. 

Also, Amazon gives personalized order updates and shipping notifications, keeping customers informed and engaged. 

This is how personalizing customer service can build strong customer relationships, foster trust and loyalty, increase customer satisfaction, and enhance the overall customer experience. 

You can also leverage this best practice by following these given pointers: 

  • Understand Your Customers: Gather data to learn about their needs and preferences, allowing you to provide tailored solutions.
  • Actively Listen and Respond: Show genuine interest in customer concerns, addressing them promptly and empathetically.
  • Personalize Communication: Use customer data to personalize interactions and messages, making customers feel valued.
  • Anticipate Needs: Analyze behavior and purchase history to offer relevant suggestions and exceed expectations.
  • Provide Timely Support: Offer quick and reliable support through various channels, resolving issues satisfactorily.
  • Act on Feedback: Regularly seek customer feedback, actively addressing concerns and suggestions.
  • Offer Personalized Rewards: Implement loyalty programs with exclusive perks and offers tailored to customers’ preferences.

2. Continuously Improve Your Products and Services Based on Feedback

An image showing how Link Net boosts customer satisfaction

Link Net wanted to improve its network quality by swiftly identifying and resolving issues. However, the challenge lay in accurately determining the number of affected customers in a specific area. And customer ratings alone didn’t give a comprehensive picture. 

So, what did they do?

They found the solution → SurveySensum. 

With SurveySensum, they

  • Increased customer satisfaction by 35% 
  • Saved 24 hours per month on analysis 
  • Gathered real-time feedback through data analysis
  • Swiftly identified and resolve network issues

HOW? – SurveySensum let them 

  • Upload and analyze their internal network data
  • Enhance their existing information with valuable insights into customer behavior and network performance
  • Group customers according to fiber nodes – This grouping allowed them to determine the number of customers affected by network issues in specific areas

And not just that!

  • Powerful dashboard to customize the reports they wanted to see
  • Instant hot alerts to promptly share negative responses with contact center agents and technicians, ensuring that issues were tackled without delay

This is how they continuously improve their products and services based on customer feedback to boost customer satisfaction. 

By actively listening to your customers, you can uncover valuable insights and discover ways to enhance their experience.

When customers see that a company is genuinely committed to their satisfaction and actively working to improve, it builds trust and loyalty. They feel valued and important, knowing that their opinions have a real impact. And, when they experience the positive results of those improvements, their satisfaction and enthusiasm grow even more.

3. Regularly Monitor and Analyze Customer Satisfaction Metrics to Understand Customer Needs and Expectations

An image of Bean & Brews website

Bean & Brew’s team understands that the secret to success lies in continuously monitoring and analyzing customer satisfaction metrics. It’s like peering through a coffee-scented crystal ball to understand the ever-evolving needs and expectations of their beloved customers.

But, how do they gather such insights?

Well, they’re aware that their customers hold the key to their success, that’s why they meticulously track and analyze various customer satisfaction metrics.

Through regular customer surveys and social media listening, Bean & Brew uncovers valuable insights that shape its strategy. They discover that their customers crave more variety in their specialty drinks, prefer a cozy ambiance, and value friendly and efficient service.

With this knowledge, they make strategic moves and keep on introducing exciting new flavors like caramel macadamia latte and hazelnut cappuccino to satisfy the demand for variety, revamping seating areas, and investing in staff training.

The results are astounding — customers notice the positive changes and feel a deeper connection, becoming loyal advocates who eagerly share their love for Bean & Brew.

So, whether it’s a comforting latte on a rainy day or a vibrant cold brew to kickstart the morning, Bean & Brew’s commitment to monitoring and analyzing customer satisfaction metrics ensures that every sip brings joy and customer satisfaction.

4. Address Customer Issues Promptly by Closing the Feedback Loop

An image showing the Zappos website 

Let’s understand how addressing customer issues promptly by closing the feedback loop can have a profound impact. 

Zappos, renowned for its exceptional customer service, excels at this practice.

They prioritize closing the feedback loop with customers. When customers express their concerns, Zappos actively listens and empathizes, ensuring that their feedback and satisfaction are valued. They respond promptly to inquiries, providing timely updates on the progress of issue resolution. By taking swift action to resolve problems and going the extra mile to exceed expectations, Zappos turns negative experiences into positive ones.

Even after resolving the issue, Zappos seeks feedback to gauge customer satisfaction with the resolution. This shows their genuine desire to learn and improve, solidifying their commitment to exceptional customer care.

To incorporate this best practice, consider using tools like SurveySensum’s closing loop system. This tool instantly alerts teams and assigns your rep when negative feedback comes, urging them to take proactive action.


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5. Train and Empower Employees to Offer Exceptional Customer Service

An image showing the Ritz-Carlton website 

Ritz-Carlton excels at this practice.. They invest in their staff to make them skillful and knowledgeable to meet and exceed customers’ expectations.

What sets them apart is their unwavering belief in empowering their employees. They trust their team members to make decisions on the spot, prioritizing your satisfaction without needing to seek constant approval. This creates an employee-friendly environment where they’re ready to go above and beyond.

By prioritizing employee training and empowerment, they have built a brand that is synonymous with exceptional service.

6. Foster a Customer-Centric Company Culture

An image showing Nordstrom’s website

Nordstrom is a perfect example that has successfully fostered a customer-centric culture where employees understand that their ultimate purpose is to create extraordinary experiences for customers. It’s a culture where customer satisfaction is not just a department’s responsibility, but a shared mission that resonates throughout the entire organization.

Creating a customer-centric culture can fuel your business growth and set it apart from your competition. It’s a culture where every employee shares a deep commitment to understanding and exceeding customer expectations. 

But how can you foster a customer-centric culture?

  • Empower employees to take ownership and make decisions that prioritize customer satisfaction. They provide training and support to ensure employees have the skills and authority to go above and beyond for customers.
  • Hire customer service skilled individuals to serve customers. They look for candidates who naturally embody the qualities of empathy, attentiveness, and a desire to exceed customer expectations.
  • Invest in training and development programs to develop employees’ customer service skills. They provide ongoing coaching and development opportunities to enhance employees’ ability to understand and meet customer needs effectively.
  • Actively listen to customer feedback and treat it as a valuable source of insight. They encourage employees to gather feedback and use it to drive improvements and enhance the overall customer experience.
  • Instill a shared mission and values centered around delivering exceptional customer service. They communicate and reinforce these values throughout the organization, ensuring that every employee understands their role in creating a customer-centric culture.

By implementing these strategies you can foster a customer-centric culture. 

7. Leverage Tools to Enhance Customer Satisfaction

By leveraging customer satisfaction tools like SurveySensum, Hootsuite, Inspectlet, and Google Analytics you can align your business strategies with customer expectations, foster positive experiences, cultivate strong relationships with your customers, and get valuable insights that can enhance both customer satisfaction and experience. 


Here are some examples of great tools that can help you boost the satisfaction levels of your customers.

  • SurveySensum lets you collect customer feedback via surveys. And not just that, you can analyze the gathered data through text analytics tools and identify top trends and sentiments in just a few minutes. This enables you to address any issues and close the feedback loop in time.
  • Hootsuite performs social media sentiment analysis to understand customer perceptions and feedback.
  • Inspectlet provides web analytics, including heatmaps and session times, optimizing website usability.
  • And, Google Analytics offers in-depth analysis of website and app performance, providing valuable customer behavior data. 

By using these tools, you can continuously improve your business, effectively address customer needs, and ultimately deliver exceptional experiences that foster loyalty and satisfaction.

So, implement these 7 best practices to continue improving customer experience. And if you’re a marketer, head to the blog on customer satisfaction best practices for marketers here


Boost Customer Satisfaction with SurveySensum – Request a Demo



With this quintessential customer satisfaction guide, you now know what changes are required to do in your business to achieve success while maintaining a competitive edge. 

So, focus on creating a customer-centric culture to keep an eye on it and continuously improve your CSAT score by analyzing customer satisfaction data. And this is where SurveySensum can help you out. 

With SurveySensum’s customer satisfaction software you can create dynamic surveys with automation, and multi-channel distribution to gain real-time insights into customer needs and close the feedback loop by thoroughly analyzing the feedback. These gathered insights can help you to make informed decisions and drive meaningful improvements for creating a remarkable customer experience. 


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