Customer satisfaction

It is not only important that you know to what extent your customers are satisfied. What matters is what you do with that information. Find out how CYS can help.


Everything you need to know about customer satisfaction and customer satisfaction survey

Customer satisfaction, what does that mean, how do you measure it and how do you improve it? Below you will find all information about what customer satisfaction means, how you measure it and why customer satisfaction surveys are important.

How do you measure customer satisfaction with customer satisfaction survey

There are various methods for measuring customer satisfaction and conducting customer satisfaction research. One of the most commonly used KPIs to measure customer satisfaction is the Customer Satisfaction Score (CSAT). CSAT can be compared to a score with which you measure the satisfaction of your customers with the purchased products and/or services. On a scale of 1 to 10, the customer is asked to rate your product or service. By expressing customer satisfaction in a report number, the CSAT is recognizable and easy to display in average scores.

The CSAT thus offers the opportunity to gain insight into how an organization performs on certain (specific) aspects. The CSAT is usually used when asking for a recommendation is not a logical question or when asking for a recommendation is not appropriate, for example with questions about healthcare institutions or questions about the government.

Incidentally, a satisfied customer does not say anything about how loyal he or she is to your brand or organization. The difference between satisfied and loyal customers is that satisfaction focuses on the past and meeting expectations. Loyalty focuses on the future and on the extent to which a customer remains loyal to an organization and recommends to others.

The importance of customer satisfaction survey

Measuring customer satisfaction gives you insight into the extent to which you meet customer expectations. This is very important to know for organizations that want to work in a customer-oriented way. Focusing on customer orientation and meeting customer needs, in turn, results in more satisfied customers who often come back and make repeat purchases and thus become loyal customers. Or even ambassadors/promoters of your brand or organization. Enthusiastic customers also ensure enthusiastic employees. This results in lower absenteeism due to illness, retention of talent and an increase in productivity and a positive atmosphere in the organization. And loyal customers and promoters spend more and are willing to pay more. So more turnover! The goal of customer satisfaction research is to give you the tools to improve the customer focus of your organization and to generate satisfied customers.

From increasing customer satisfaction to improving the experience

To stand head and shoulders above your competition, it’s important that you don’t just listen to your customers and respond to their changing needs. The enthusiasm and well-being of your employees also plays a major role in this. Happy employees means happy (returning) customers. To achieve this, it is important that the basis of your company is in place. By only responding to customer satisfaction, you will no longer be able to stand out as a brand and organization. ‘Experience Management’, on the other hand, looks at customer orientation and what this yields from 3 pillars as a holistic whole:

  • Listen to your customers and continuously implement targeted improvements at all organizational levels (Voice of Customer)
  • Motivate and enthuse employees, they enable customer satisfaction and customer loyalty (Voice of Employee)
  • Get the basics right and improve your business operations by targeting hard KPIs (Voice of Business)