Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.” In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

A customer survey is a way to gauge customer satisfaction


1. Why did you contact customer service?

2. What method did you use to contact customer service?

3. How satisfied are you with the time it took customer service to resolve your issue?

4. Was the customer service representative was knowledgeable and easy to understand?

5. Was the customer service representative was able to handle my problem quickly and to my satisfaction?

6. Were you treated with respect by the customer service representative?

7. Was the customer service representative courteous and professional?

8. How satisfied were you with your contact with customer service?

9. How satisfied were you with the way your question or problem was resolved?

10. What changes, if any, can we make to improve our customer service department?

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