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Glossario Apparound

In questa sezione si trova una raccolta di termini legati alla digitalizzazione dei processi di vendita, alle ultime innovazioni in ottica tecnologica e marketing, accompagnati ognuno dalla spiegazione del significato o da altre osservazioni.

Understanding Customer Satisfaction: what is it and how it is measured

Satisfaction represents the degree to which customers are satisfied with a particular product, service or company. It stands as one of the most crucial metrics for any business aiming for enduring success in the market. It's a pivotal factor influencing reputation, customer loyalty, and ultimately, the company's triumph. In this article, we'll delve into what customer satisfaction entails, how it's gauged, and its impact on company performance.

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What is Customer Satisfaction?

Customer Satisfaction refers to the level of happiness a customer experiences with a product or service provided by a company. It can be defined as the relationship between their expectations and the actual experience with the product or service.

A high level of satisfaction ensures long-term consumers and enables a company to stand out from its competitors, thus avoiding negative word-of-mouth.

Come aumentare il tasso di Customer Satisfaction

Customer satisfaction is important because it directly influences the success of the company. Satisfied customers are more likely to become loyal customers, recommend the company to friends and family, and write positive reviews online. Not to mention that they are more likely to make repeat purchases and spend more. In contrast, dissatisfied customers may write negative reviews online and negatively affect the company's reputation.

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How is Customer Satisfaction measured

To monitor the level of Customer Satisfaction, setting up a CSAT (Customer Satisfaction Score) is essential, which asks customers to evaluate the company's performance and their experiences.

Several tools can be utilized for this purpose:

  • Online or email surveys: surveys prove effective in gathering feedback. Questions can be specific (e.g., "How was your recent purchase?") or generic (e.g., "Overall, are you satisfied with our products and services?"). Ensuring surveys are concise and relevant is crucial to maximize response rates.

  • Online reviews: Reviews on websites like Gartner or G2 can provide insight into customer satisfaction. However, it's vital to remember that online reviews can be influenced by external factors such as past experiences or reviews from friends and family.

Data analysis: Data analysis can provide an understanding of customer satisfaction based on indicators like conversion rates, duration of the business relationship, and so forth.

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What are the benefits of measuring Customer Satisfaction?

Measuring customer satisfaction can yield several benefits for businesses. Here are some of them:

  • Product and service improvement: Understanding the strengths and weaknesses of products and services allows for their enhancement to better meet customer needs.

  • Customer retention: Satisfied customers are more likely to return and become loyal to the brand.

  • Enhancement of company image: Positive customer reviews can enhance the company's image and increase potential customers' trust.

  • Increase in sales: Satisfied customers are more likely to make repeat purchases and recommend the company.

  • Sets apart from the crowd: every crack in the customer service department represents a growth opportunity gone up in smoke. This is why it is necessary to maintain high standards of happiness to eliminate internal uncertainties and stand out from your competitors.

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How to increase Customer Satisfaction rates

Every company can undertake various strategies to boost customer satisfaction. Specifically:

  • Optimization of digital touchpoints to allow customers to interact with the brand and obtain support as swiftly as possible.

  • Improving pricing and defining choices that promote realistic expectations regarding the product and services.

  • Creating loyalty programs to reward customers most loyal to the brand.

  • Maintaining a personalized program: According to statistics, over 60% of consumers expect brands to adopt tailor-made personalized experiences.

  • Interdepartmental communication remains crucial to resolving internal frictions and managing customer feedback.


In short, try to maximize internal performance with simple moves that place the customer as the lowest common denominator.

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Customer Satisfaction indicates the level of contentment customers have towards a company's products or services. It's crucial for building lasting relationships with customers and influences loyalty and positive reviews.

It's measured through the Customer Satisfaction Score (CSAT), using surveys, online reviews, and data analysis to assess customer experiences and identify areas for improvement.

Benefits include product/service improvement, customer retention, increased sales, enhanced company image, and the ability to differentiate from competitors.

A high Customer Retention Rate indicates a high level of customer satisfaction and, consequently, a high level of loyalty to the brand.

Effective strategies include optimizing digital touchpoints, improving pricing, creating loyalty programs, personalizing experiences, and fostering effective communication between departments.