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Customer Satisfaction

Customer Satisfaction: this short article explains Customer Satisfaction in a practical way. Next to what it is, this articel also highlights the Net Promoter Score (NPS), how to improve it, the topic questionnaires and tips. Enjoy reading!

Customer Satisfaction: this short article explains Customer Satisfaction in a practical way. Next to what it is, this articel also highlights the Net Promoter Score (NPS), how to improve it, the topic questionnaires and tips. Enjoy reading!

What is Customer Satisfaction?

Customer satisfaction is a value that expresses how satisfied customers are with a product, service or the overall experience they receive with a brand or company. Customer satisfaction is usually determined through feedback, such as questionnaires and reviews. The degree to which a customer is satisfied depends on a number of factors, including the quality of the product, price, customer service, brand reputation or the way in which a product is delivered.

Customer satisfaction is a crucial metric for many companies. It is used to measure success and determine how strong the company is at building lasting relationships with customers. It is often linked to customer loyalty and customer retention. Customer retention is important because happy customers are more likely to make a purchase again than dissatisfied customers.

To achieve a high level of customer satisfaction, companies often implement strategies specifically designed for this purpose. Examples are:

  • Achieving excellence in customer service
  • Offering high quality products and service
  • Responding quickly to customer feedback and complaints

To achieve this, companies use various tools, such as:

These tools measure customer satisfaction and identify areas for improvement.

It is clear that customer satisfaction plays a critical role in achieving success. It has an impact on a company’s turnover, reputation and customer loyalty. By prioritizing customer satisfaction, companies can increase their chances of growing successfully in a highly competitive environment.

Net Promoter Score (NPS)

The Net Promoter Score (NPS) is by far the best-known tool for measuring customer satisfaction. This metric is based on a single question: How likely would you recommend this company, product or service to a friend or colleague?

The NPS score is then measured based on the answers to this question. Answers are given on a scale of 0 – 10.

Customers who give a score of 9 or 10 are considered promoters. Customers who give a 7 or 8 are seen as passive. Those who give a score between 0 and 6 are seen as detractors, or opponents. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The result is a score between -100 and +100.

That means an NPS of 0 indicates that the number of detractors is equal to the number of promoters. Scores between -100 and 0 are considered bad. A score between 0 and 50 is considered good. A score of 50 or higher is considered very good.

Improve customer satisfaction

Improving customer satisfaction is a priority for many organizations. And that doesn’t come as a surprise. It is a crucial aspect of doing business. Satisfied customers are loyal and come back.

One of the most important strategies for improving customer satisfaction is improving customer service. This means that customers should be able to contact a company easily if they have questions or complaints. It is also important that these requests are adequately responded to. The customer service team must therefore be well trained and constantly informed of new developments in the company. They must also have the right tools to provide effective support, such as CRM software and knowledge management systems (KMS).

Another strategy for improving customer satisfaction is to offer high quality products and services. This means that the company must also focus on product design and product development. It must do everything in its power to ensure that the product meets, or rather exceeds, the customer’s expectations.

Conducting market research can help with this. Collecting customer feedback is also important.

Pricing is another factor that determines how satisfied customers are. The price of the product or service must be competitive and offer good value for money. In addition, discounts, promotions and loyalty programs can help to increase customer satisfaction.

Technology should also be part of the strategy for increasing customer satisfaction. In recent years, more and more chatbots have been used that provide 24/7 support to customers. It is important that these chatbots work well: they can also cause customers to become irritated.


As mentioned, questionnaires and reviews are also used to obtain feedback on customer satisfaction. A questionnaire consists of several questions that have been devised to get an answer to this.

Examples of questions used to measure customer satisfaction are:

  1. How satisfied are you with your experience of our company or product?
  2. Did our product or service meet your expectations?
  3. How likely are you to recommend our product to people you know?
  4. Are you satisfied with our employees?
  5. How would you rate our services on a scale of 1 to 10?
  6. Did you experience any difficulties while purchasing the product?
  7. How satisfied are you with the value for money of our product?
  8. How easy was it for you to navigate our website or app?

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