What Is Customer Satisfaction?

customer-satisfaction Credit: Peathegee Inc/Blend Images/Getty Images

Customer satisfaction refers to the emotional response that people feel after making a purchase from a company. The more positive the level of customer satisfaction, the more likely the purchaser is to come back and buy again and to recommend that company to others who are looking for what the seller has to offer. Word of mouth and referrals are often the most promising ways for a business to grow.

If a company fails to provide customer satisfaction, it quickly gains a negative reputation in a number of fronts. People are much more likely to go online and post complaints about a company than they are to report a positive experience. Websites like Ripoff Report exist to give people a place to rant about companies that have given them poor service.

Even in the online era, providing customer service begins with creating a relationship of trust. Giving the newest purchasers individual attention is an important part of making that connection. If a client feels like the owner of a business cares about his or her well-being, that goes a long way toward cementing a long-term customer relationship. Following up through phone calls and emails is a great way to build that trust, and if a lapse has taken place in service, that contact gives the owner a chance to repair that relationship with the customer.