What is Customer Satisfaction?

By Allan MacGowan - June 1, 2015

Every producer, vendor, manufacturer, or service provider is looking for the best answer to: What is Customer Satisfaction?

The standard answer from a marketing perspective is that customer satisfaction measures how well a company's products or services meet or exceed customer expectations. This metric provides valuable insight for businesses constantly looking for ways to become increasingly competitive in the marketplace.

Without delivering a beneficial customer experience on a consistent basis, businesses may have a short lifespan. Most of us are clear about what a satisfied customer looks like, but understanding how to get customers to that satisfaction plateau and keep them is less obvious. Clearly, a satisfied customer is a natural promoter of a company's product, a repeat customer, and an unmatchable marketing force.

Let's focus on a specific contributing factor to customer satisfaction – digital engagement – primarily within business websites and mobile applications. Mobile and web engagement are increasingly popular with customers, so enhancing interactions within these channels can translate directly to higher customer satisfaction.

Some characteristics of elevated digital engagement include:

There may be no silver bullet to delivering high customer satisfaction, but focusing on contextual collaboration that personalizes experiences within customers' preferred modes of engagement can help companies differentiate themselves in the marketplace.