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Customer Satisfaction: Definition, Examples & Importance

Customer Satisfaction (CSAT) Survey

Customer satisfaction is the backbone of any successful business. The satisfaction level of customers can be measured using customer satisfaction questionnaires.

These surveys allow companies to identify the areas that they need to improve upon and where they are doing well. The goal of administering customers with satisfaction surveys is to gather feedback to enhance the customer experience

With these surveys, you can group consumers based on their satisfaction levels, track changes in those levels over time, and discover new ways to enhance the customer experience.

What is customer satisfaction?

Customer satisfaction (CSAT) is a measure of how well a customer is pleased with a product, service, or experience associated with your business.

This measurement is derived from customer satisfaction questions that gather information about customer perceptions, opinions, and attitudes toward a particular brand or product.

A good customer satisfaction rating is achieved when a high number of customers state that their experience with a company, its products, or its services met the company’s satisfaction targets.

Customer satisfaction
Customer Satisfaction Feedback

Why is customer satisfaction important?

Customer satisfaction plays a key role in the growth of both small and big companies. Direct feedback from customers in a satisfaction survey lets a company know whether they’re on the right track.

The following are some ways in which satisfaction surveys are important.

Evaluates client satisfaction

A happy client will remain with you. A dissatisfied client will eventually locate a superior rival and stop doing business with you. The benefits of gauging customer satisfaction are substantial.

Customer satisfaction questions assist you in figuring out whether your customers are happy with your product or service and what you can do to improve.

Enhances your products

Many CSAT questions give customers the opportunity to provide extra feedback on how to improve your products or services.

Hearing directly from the consumers of what you make cuts out the guesswork when it comes to what they want.

You can see which new features are desired by the most customers and plan to implement those first. You will also be able to see which issues affect the most customers in order to prioritize fixing them.

Provides you with immediate access to consumer demands

Before launching new products or services, you must have an idea of the needs of the market. However, you can only know what parts your customers appreciate or find frustrating once they use your product or service and have genuine experiences.

In this case, a CSAT will help you figure out with more precision whether customers’ needs are being met by your offerings.

Also, in most cases, as time passes, customers’ needs and expectations change.  So, tracking your customers through these surveys helps you get insight into this, thus letting you improve your products and services before features become outdated.

Shows that you value client feedback

You let your customers know that you value their satisfaction by asking whether you’ve achieved it. This is especially true if your survey asks for suggestions and customers see them become a reality in future product updates. By doing CSAT surveys, customers become more invested in your firm.

Aids in creating the greatest possible client experience

Today’s best brands significantly rely on the input of consumers. Additionally, customers don’t purchase goods merely because they are excellent. They wish to feel like a part of a specific brand’s evolution.

Customers will remain loyal to your brand if you concentrate on offering the finest customer experience at every touchpoint.

Naturally, the best method to ensure customers have a wonderful experience is to get a consensus on what the majority appreciate, don’t like, and would like to see in your business.

How to improve customer satisfaction

Enhancing customer satisfaction is the primary goal for businesses aiming to boost customer retention, loyalty, and profitability.

The following are some tips you can leverage to improve your customers’ satisfaction:

  • Provide proactive customer support: Foresee potential issues and resolve them before they cause a problem for customers.
  • Deliver fast response and resolution times:  Leverage tools such as canned responses and knowledge bases to hasten issue resolution.
  • Provide multichannel support: Offer multiple avenues for customers to voice their concerns— email and social media, for example—and address their issues via the medium they are most comfortable with.
  • Regularly collect feedback: Clearly understand customer needs and preferences to improve your offerings.
  • Provide self-service options: Give customers the convenience of resolving simple queries or issues on their own.
  • Train your support team: Prepare your customer-facing team with the necessary skills to ensure they deliver professional and efficient customer service.
  • Personalize the customer experience: Personalize every customer interaction to make customers feel valued and understood.

Customer satisfaction examples from real brands

Let’s examine some brands highlighted in a Forbes article for their high customer satisfaction ratings. These ratings were evaluated by the American Customer Satisfaction Index (ACSI) and other reputable companies.


Chick-fil-A is a fast-food restaurant chain based in the United States. Chick-fil-A has maintained its position as the top-ranked company in customer satisfaction for the 9th straight year, reinforcing its reputation for exceptional customer service.

It is unsurprising that Chick-fil-A ranks at the top, given the company’s status for premium food quality, exceptional customer service, and polite staff. In fact, in 2016, QSR rated Chick-fil-A’s employees as the most polite in the fast food industry.

One customer had this to say: “The professionalism and courtesy of the Chick-fil-A staff are far superior to any other chain restaurant I’ve frequented.”

ACSI score: 85.0

Trader Joe’s

Trader Joe’s is a popular grocery store chain in the United States that receives high customer satisfaction ratings due to its unique product offerings, affordable prices, and excellent customer service.

According to Comparably, Trader Joe’s net promoter score stands at 52, considerably higher than the average grocery sector score of 24.

This is the feedback from one of their customers: “From the selection of products that you can only get there to the quality of service you can get nowhere else, they’re always my first choice. Trader Joe’s products are the standard by which I measure other stores.”

ASCI score: 84


Amazon, the world’s largest online retailer, has mastered a combination of value, satisfaction, and delivery efficiency that consumers love.

Recently, Amazon was rated top for its value and selection, indicating that the retail giant is a preferred choice among consumers for its affordability and variety.

Here’s one customer’s feedback: “Infinite variety on one site without having to search multiple brands and companies online.”

ACSI score: 84

Best practices for evaluating customer satisfaction

To effectively evaluate your customer satisfaction, you need to be authentic and precise. The following are the best practices for designing your satisfaction surveys.

Select the right survey

It’s crucial to choose the survey type that best aligns with the objectives of your team. Therefore, consider what information you want to elicit and choose the best customer satisfaction metrics to use.

Consider an NPS or CSAT survey if you want results that are simple to sort through and in which you can quickly identify key patterns.

On the other hand, a CES survey should be used if you’re looking for more detailed information on a customer’s experience.

Pick proper survey questions

Selecting appropriate survey questions is another essential step in getting the input you want. Take your time and consider your options before finalizing this phase since the questions you choose to include will have a significant impact on the quality of the feedback you get.

Don’t hesitate to include a variety of question types in a single survey. Just make sure that each type is grouped together to make the respondents’ experience less confusing.

Send surveys at the right stage of the client experience

Timing is everything with surveys. You won’t get good results if you launch your survey at the incorrect time. So, identify the best touchpoints in your customer’s journey and ask for feedback at those moments.

Typically, this is after your business has interacted with the customer and they have had time to receive or register your product and assess it.

But if a customer has a problem, it’s a good idea to gauge their customer satisfaction score right after a customer service representative closes their issue.

Request consumer feedback periodically

Depending on your product, it can be wise to regularly gather consumer feedback. Particularly if your product or service receives updates, your website is upgraded, or a customer’s long-term experience may produce different feedback from their short-term experience.

So, offer your customers a chance to express their opinions again. This shows a sustained dedication to enhancing customer relations and ensuring client happiness.

Test your survey

You should test your survey with your intended audience before deploying it. Send it to a select few customers and see the results.

If they answered in unexpected ways, adjust your survey, and try again.

Send the survey out to all appropriate customers as soon as you are confident that it will yield the results you need.

Maintain good communication

First, make sure a note of appreciation is sent or appears after a customer completes a survey.

If a respondent details a specific, fixable complaint in response to an open-ended question, follow up with them for more information, if necessary and possible.

Reassure them that your teams are looking into the problem and thank them for reporting the issue. Some of this can be automated or hastened with canned responses.

Implement survey findings

One of the worst errors in data gathering, regardless of the method, is investing so much work into data collection and analysis only to fall short when it comes to taking action.

How you respond to the results of your customer satisfaction data will vary depending on your business and circumstances.

Simply issuing CSAT questions, though, will start you on a path to improving your client experience.

Unlock success through customer satisfaction

It is now clear that understanding and prioritizing customer satisfaction is paramount for businesses seeking to reinforce their brand and increase revenue.

We hope that this article will inspire you to revolutionize your customer service.

Implement the best practices we’ve discussed to identify areas for improvement, build better relationships, and attain customer satisfaction goals.

You can also select the right help desk software to enable you to track your customer satisfaction.

Try using BoldDesk, the best help desk software that can help you to easily collect user feedback to deliver exceptional customer service. Contact us to schedule a live demo. Or, sign up for a 15-day free trial today.


Level Up Your Customer Support with BoldDesk

  • tickicon

    Increase agent productivity by 3x

  • tickicon

    Increase customer satisfaction level to 92%

  • tickicon

    Decrease response times by 30 minutes

In this page

Level Up Your Customer Support with BoldDesk

  • tickicon

    Increase agent productivity by 3x

  • tickicon

    Increase customer satisfaction level to 92%

  • tickicon

    Decrease response times by 30 minutes

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