What does Customer satisfaction mean in marketing terminology?

Customer satisfaction

Customer satisfaction is the process of ensuring that customers are satisfied with a company’s products and services at all stages of the customer journey. It is achieved through actively managing the experience customers are provided with and continuously improving the customer’s engagement.

At its core, customer satisfaction is all about having a strong understanding of customer needs and expectations, and crafting experiences and support that exceed those expectations. It is also about understanding how customers feel about their experience and taking any feedback on board to make improvements.

Before understanding how to measure customer satisfaction and how to ensure customers remain satisfied, it’s important to have an understanding of what customer engagement looks like.

Customer Engagement

Customer engagement is the interaction and response of customers with a business and its products and services. The aim is to achieve a positive relationship between the customer and the business which will lead to more effective communication and customer loyalty.

It is a two-way street, so customers have to be given the opportunity to engage in a meaningful and productive way. Good customer engagement isn’t just about providing excellent products and services, but it’s also about getting customers involved in the process of creating them.

For example, businesses can ask customers for their opinion on potential improvements, use customer feedback in the development of a new product, or even gather insights for marketing campaigns through surveys.

Measuring Customer Satisfaction

One of the most important factors in ensuring customer satisfaction is understanding how customers feel about the products or services they have received. Businesses can measure customer satisfaction through customer surveys, where customers can provide honest feedback on their experience.

These surveys can take the form of long questionnaires, or simply a single question (such as "on a scale of 1-5, how likely are you to recommend this product to a friend?")

It is also important to make sure the surveys are accessible and easy to take, as this will ensure customers feel comfortable responding.

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Another way to measure customer satisfaction is through customer service performance. Companies should keep track of how quickly they can respond to customer inquiries, how well their customer service team is handling complaints or queries, and how satisfied customers are with the resolution of their issues.

The aim when measuring customer satisfaction is to gain an understanding of how the customer feels about their experience, and what changes can be made to improve it. This is why companies should always look for ways to make the feedback process easy, efficient, and enjoyable.

General Guidelines and Best Practices

1. Understand Your Customers - Having an in-depth understanding of customers' needs, wants, and expectations is key in ensuring customer satisfaction. Use customer data, surveys, and feedback to have a full understanding of what your customers want.

2. Have a Clear and Consistent Message - Make sure customers have a clear understanding of your products and services, and of what they can expect. Ensure your messaging markets a product or service that is consistent with the experiences that customers will have.

3. Involve Your Customers - Get customers involved in the process of creating and improving products and services. This will ensure customers are engaged and feel valued by the business.

4. Communicate Efficiently - Make sure customers get timely and accurate responses to their queries or issues. Ensuring a responsive customer service team that can provide customers with quick resolutions and speedy feedback helps to ensure satisfaction.

5. Measure Your Performance - Tracking customer satisfaction is essential in order to understand how customers feel about their experience. Use customer surveys and customer service performance performance metrics to measure your progress.

6. Take Action on Feedback - Make sure customer feedback is actively assessed and responded to. Any helpful insights or suggestions should be taken into consideration and should be implemented in order to improve the customer experience.


Customer satisfaction is an important part of any business and is essential in order to retain customers, attract new customers, and build a strong reputation. The key is understanding customer needs and expectations, engaging them in the process of creating new products and services, and making sure there is feedback, communication, and response to any problems or issues they encounter. Taking the steps outlined above and implementing the guidelines and best practices outlined, businesses can increase customer satisfaction and create an overall better customer experience.