Customer Relationship Management (CRM) — Africa

What is Customer Satisfaction? How to measure and determine it

Customer satisfaction is a measurement used to describe how happy customers are with the products and services you offer them.

Behind any successful business lies a happy customer. The more satisfied they are with your service and products, the more interested they are in staying and converting into loyal customers. But what does it take to make it to the point where all your customers are happily invested in your business? Let's find out.

Our article mainly focuses on customer satisfaction and the basics that come along with it as follows;

  • What is customer satisfaction?
  • Determinants of customer satisfaction
  • How to measure customer satisfaction
  • Ways to improve customer satisfaction
  • Conclusion

What is customer satisfaction?

Customer satisfaction is a measurement used to describe how happy customers are with the products and services you offer them. The more comfortable they are, the higher the chances your business will grow and bring income daily. 

While doing business, you should always learn to implement criteria that meet your customer's expectations for better customer relationship management. To fulfill what they want, you can conduct a customer satisfaction survey to get information on how they find your services and areas you can improve.

Determinants of customer satisfaction

Customer satisfaction determinant depends on different factors that will help tell whether customers will be satisfied with what your business has to offer or not. With us are some of these determinants as follows;

  1. Quality

The most important thing that most customers look into in this era we are living in is the quality of your products and services. If what you sell them fails to meet their expectations, your business will be as good as doomed, and you may experience customer churn

  1. Pricing

Your products and services price are also among the determinants that will make customers purchase from your business or choose to walk away. Ensure your services and products matches the current market prices from your industry. Sometimes a business may try to make a profit from their services but consider making them reasonable enough not to send away your customers.

  1. Services

How well your team receives customers is also a factor to consider. Ensure you make them feel valued, always pay attention to their needs, and serve them right. You can satisfy your customers by implementing a good customer experience in your workplace.

  1. Reliability

Customers like doing business with reliable and legit companies. They want to trust you as a businessperson and count on you to deliver you to them. Your promises to them should always be met, which can help boost their loyalty to you and give them a good reason enough to become your repeat customers.

  1. Automate processes

How first does your business serve customers? Are the information and payments made accurate, or do they have errors? Ensure that you have integrated CRM software offering companies such as HelloDuty in your business to help you with customer data management and save time attending to them. This will give you an easy time in dealing with your customers and help reduce their waiting time.

How to measure customer satisfaction

Keeping track of how much you satisfy your customers is an important thing to do. This will help keep your business on track and help you eliminate what can pull you down. Let's look at how you can measure your business customer satisfaction;

  1. Conduct surveys

A customer satisfaction survey analysis will give you more information about how customers view your business. You can use survey tools such as google forms and get your customers to fill them up.

  1. Monitor customer feedback

Do a follow-up with your customers to get an idea on how they are finding your products and services. This will help you get instant feedback and improve on areas that need improvement to satisfy your customers fully and make them happy.

  1. Track customer service metrics

Keep track of your customer service metrics to measure your customer satisfaction rate with your business. You can do that by checking on facts from your team such as their response times, their problem-solving rate, and the number of customers churn, among other factors from them.

  1. Use Net Promoter Score (NPS)

Use Net Promoters Scores to measure how much customers are satisfied and loyal to your business. Let them rate your business on a given scale to see how happy they are with what you are offering them in the market. This will help you assess their satisfaction level.

  1. Measure Customer Effort Score (CES)

Customer Effort Score mainly focuses on the customer's level of satisfaction based on how much they'd want to buy from your business. You can analyze these facts by letting them rate, on a given scale, i.e. (0-10), how much they can purchase your products. This will enable you to understand them better and make an improvement in order to satisfy and meet their needs.

Why is customer satisfaction important?

Customer satisfaction is important for every business since it gives them an idea of whether their customers are happy with their services or need to improve in order to gain their loyalty. Let's see why it is important for businesses all over the world;

  1. Help with retention

Customer satisfaction helps businesses retain their customers for a more extended period. The more the business meets its expectations, the longer its customer retention level. 

  1. Increased revenue

The more the number of satisfied customers, the more the possibility of you closing sales with them. This will lead you to receive revenue from customers who may sometimes refer their friends and family to do business with you. 

  1. Increased sales

As a marketer, you should always master the art of closing sales techniques to get your products to customers for purchases. Once you have figured out what they truly need, you can use it to your advantage to bring them targeted content so they may remain satisfied and happy with you. This will lead to an increase in sales and more customers coming to you.

  1. Brand loyalty

Happy and satisfied customers will return and become regular everyday users of your products and services. This is because they trust you as a business and would instead not go anywhere but wait for your products, even if they are out of stock. Through loyalty, you will experience longtime success in your business.

  1. It boosts customer acquisition

Businesses should not only limit themselves to making the few customers they have satisfied alone, but they should also consider fetching new ones. If you want to grow your business, you can do that through customer acquisition, increasing your customers, and satisfying their needs.

Ways to improve customer satisfaction

Increasing the number of your customers and satisfying them at the same time is key and a must-do for every business. Here are ways you can do that to improve your customers' satisfaction;

  1. Ask for feedback

Show concern to your customers and do follow-ups whenever they buy your products by asking them how they are finding them and if there's anything you should do to improve them. This will help give you an idea of whether they are happy with your products and services or, if not, what needs to be done to satisfy them.

  1. Offer high-quality products and services

Give your customers the best of services so they won't go the other way when you reach out to them about your offerings. Ensure what you give them is good enough to meet their expectations in order to avoid disappointments.

  1. Listen to their pain points

Give an ear to customers' pain points to give them solutions to their problems. This will help you while doing business with them to provide targeted content that would satisfy their needs.

  1. Automate tasks

Reduce your customers' waiting time being served by automating every single task for accurate and error-free results. This will help, even when they are calling or sending messages, not wait for a more extended period until they can be served and will help better their experience with your business.

  1. Offer rewards and incentives

Show appreciation to your customers by giving them rewards and incentives. It will help build a better relationship with them, and they would want to be associated with you all the time since they know the benefits of it.


Customer satisfaction is an important element of every business, and they must do everything in their power to ensure customers are happy with their services. This is what will help build and grow companies because customers are what makes a business successful.

Last updated
June 12, 2024
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