Customer Satisfaction

1Customer satisfaction is a marketing term that measures how products or

services supplied by a company meet or surpass a customer's expectation.

Customer satisfaction is important because it provides marketers and business

owners with a metric that they can use to manage and improve their businesses.

In a survey of nearly 200 senior marketing managers, 71 percent responded that

they found a customer satisfaction metric very useful in managing and monitoring

their businesses.

Customer satisfaction is the best indicator of how likely a customer will

make a purchase in the future. Asking customers to rate their satisfaction on a

scale of 1-10 is a good way to see if they will become repeat customers or even

advocates. Any customers that give you a rating of 7 and above, can be

considered satisfied, and you can safely expect them to come back and make

repeat purchases. Customers who give you a rating of 9 or 10 are your

potential customer advocates who you can leverage to become evangelists for

your company.

In a competitive marketplace where businesses compete for customers;

customer satisfaction is seen as a key differentiator. Businesses who succeed in

these cut-throat environments are the ones that make customer satisfaction a

key element of their business strategy.

An Accenture global customer satisfaction report (2008) found that price is

not the main reason for customer churn; it is actually due to the overall poor
quality of customer service. Customer satisfaction is the metric you can use to

reduce customer churn. By measuring and tracking customer satisfaction you

can put new processes in place to increase the overall quality of your customer

service.

McKinsey found that an unhappy customer tells between 9-15 people

about their experience. In fact, 13% of unhappy customers tell over 20 people

about their experience. Customer satisfaction is tightly linked to revenue and

repeat purchases. What often gets forgotten is how customer satisfaction

negatively impacts your business. It’s one thing to lose a customer because they

were unhappy. It’s another thing completely to lose 20 customers because of

some bad word of mouth.

This is probably the most publicized customer satisfaction statistic out

there. It costs six to seven times more to acquire new customers than it does to

retain existing customers. If that stat does not strike accord with you then there’s

not much else I can do to demonstrate why customer satisfaction is important.

Lee Resource Inc. found that for every customer complaint there are 26

other unhappy customers who have remained silent.

That is an alarming statistic. Most companies think they are the best and

they have no unhappy customers. The reality is, 96% of unhappy customers

don’t complain. In fact, 1 Financial Training Services found that most simply just

leave and never come back. Customer satisfaction plays an important role within

your business. Not only is it the leading indicator to measure customer loyalty,
identify unhappy customers, reduce churn and increase revenue; it is also a key

point of differentiation that helps you to attract new customers in competitive

business environments.

1http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

Objective. The primary objectives of this study were to identify sources of

meaning for individuals within the context of a work environment, and to compare

varied sources of meaning for individuals with high and low work satisfaction

levels.

Method. Participants were chosen based on satisfaction levels in employment,

full-time employment status within an organization for at least one year, and

diversity in the work setting. Data were gathered through a series of interviews

and observations of the participants' workplaces. A comparative analysis of

transcribed interviews was conducted by the researchers and with an expert

occupational therapy faculty panel. From these analyses, the researchers

developed work narratives for a mechanical engineer, a high school teacher, an

employee of mechanical services, and a career service counselor.

Results. Emerging themes from the work narratives indicated that the various

meanings employees found in work had an effect on their perceived levels of job

satisfaction. Participants conveyed that organization identification, financial

benefits, independent decision-making, reciprocal respect, opportunities for

creativity, and maintaining significant relationships outside of work enhanced

meaning and satisfaction.

Conclusions. The worker role is a significant source of an individual's identity,

meaning, and satisfaction in life. Professionals in various fields can work with

employers to develop meaningful work environments for increased job

satisfaction, greater motivation for work, increased productivity, and decreased

employee turnover.

https://www.ncbi.nlm.nih.gov/pubmed/12441451

Satisfaction questions in your survey garner important information from

your customer, employee, or student that may be critical in determining what

products, services, or courses you are successfully providing and which may

need improvement. Rating levels of satisfaction is critical to a successful

survey. When designing your survey, levels of satisfaction may vary from “Not at

all satisfied” to “Very Satisfied” or “Extremely Satisfied,” but the scale is not

balanced in the same way as Performance or Expectation.

https://www.snapsurveys.com/blog/rating-and-ranking-levels-of-satisfaction-in-

your-survey/