Customer Satisfaction Survey Defined

The process of measuring whether customers of any company, brand or business are satisfied with the products and or services delivered by the company, brand or business is called a Customer Satisfaction Survey (abbreviated as CSAT or Csat).

Customer satisfaction survey includes, but not limited to:

  • one-on-one interview;
  • phone interview or survey;
  • email or online survey, online chat, or;
  • forms or questionnaires.

Customer answers to questions are used to analyse whether changes need to be made in business operations to increase the overall satisfaction of customers.

Customer Satisfaction Survey

Importance of Customer Satisfaction Survey

Customer satisfaction surveys provide the information and insights you need to keep existing customers happy and attract new customers.

Customers are a great source of experience information and often know what needs to be done to improve your company’s products/services. A focus on customer service is imperative in achieving total customer satisfaction or loyalty and ultimately overall business improvement.

While most organisations or businesses are aware of the need to act and continually improve and become more competitive, they often miss important customer insights which can be used to make decisions which will make a difference for the experience of the client. That’s where customer surveys come in, uncovering the hidden insights and data you need to improve the business to compete more efficiently.

The following are reasons you might consider conducting a regular customer satisfaction survey:


  • Measure your current customer satisfaction, loyalty, and retention
  • Gain insight about how to attract new customers and keep existing ones
  • Identify cross-sales opportunities at different touch points in the service delivery
  • Discover ideas for new products and services which meet new demand
  • Gain insight for prioritising performance improvement initiatives and internal transformation projects
  • Understand where to make improvements in customer service and sales delivery
  • Improve communications with customers at each contact moment in the customer’s journey
  • Enhance customer experience to ensure they continue coming back
  • Increase service quality and productivity to meet customer expectations
  • Make better and more objective decisions based on customer feedback
  • Identify problems and opportunities by location, communication channel, and other criteria
  • Detect and fix recurring problems impacting customers before they get out of control
  • Become more competitive by understanding how to differentiate your product and service delivery.