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6 key factors that affect customer satisfaction the most

Ishita Bagchi
Ishita Bagchi
Published on Sep 06, 2022
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Customer Satisfaction measures the extent to which your products and services make your customers happy. If you cannot satisfy your customers, you cannot sustain them in the long run.

Happy customers mean higher revenues. 🤑

Greater customer satisfaction will lead to higher customer retention. And it will also create a positive brand value for your business.


There are multiple factors affecting customer satisfaction. But before diving into these factors, let us look at the importance of customer satisfaction.

Why is customer satisfaction important?

Your returning customers increase when customer satisfaction is high.

Satisfied customers are more likely to become your returning customers.

One important way to evaluate customer satisfaction is to conduct CSAT surveys. These surveys will help you to understand your CSAT scores, how they improve over time, and what are the gaps to be fulfilled.

For instance, customers with a CSAT score of 9 to 10 are most likely to be your returning customers.

This means they will be more willing to do business with you again.

Here is how you can create a CSAT survey in seconds.

Higher customer satisfaction also reduces customer churn.

Losing customers = Losing revenue

Poor customer service causes more customers to churn out than bad pricing.

Therefore, it is important that we take customers’ feedback seriously and improve customer service for higher satisfaction and reduced customer churn.

Retaining old customers is much more cost-effective than acquiring newer ones.

Retaining your current customers costs 6-7 times less than acquiring new ones.

So it is important that you understand the various factors affecting customer satisfaction the most. And improve accordingly to ensure the best service delivery for your customers.

Factors that affect customer satisfaction the most

So far, we have seen how important customer satisfaction is for your business to grow. Let us look at the 6 important factors that affect customer satisfaction the most.

Brew your coffee, get your bowl of favourite snacks, and start reading.

1. Personalised services create happier customers

Personalisation is the key to creating happier customers. It is one of the most important factors affecting customer satisfaction.

Providing services that perfectly meet the demands and preferences of the consumer is known as personalised customer service. This means that you customise your services as per the requirements of each individual customer.

A great example of personalised services will be the heartwarming customer service story of SouthWest Airlines.

Gabby, a type 1 diabetic 9-year-old, was terrified of flying. She had the support of Garrick, a member of the flight crew, the entire time. He served her snacks, and comforted her when she felt uneasy.

SouthWest Airlines took customised hospitality services to the next level.

You can read more such interesting and heartwarming customer service stories here.

At least 93% of customers will do repeat business with you if you provide personalised services. Moreover, when you provide customised services, 90% of your clients are likely spend more on your business.

We will let the data speak for itself. Here’s how personalisation can affect customer satisfaction:

  • Customers feel more connected to your business when they get services specifically tailored to their concerns.
  • Your customer service agents can reply to consumer inquiries more meaningfully with the help of personalised service.
  • To provide customised services, your agents will require detailed information about the customer. This means that customer support executives won’t be required to ask unnecessary questions and bother the customer.
  • When customer support executives have all the information handy, it makes the customer feel more valued and important.

Thus, personalisation can increase client satisfaction and lower cart abandonment or churn.

âś… Higher customer satisfaction

âś… Lesser chances to churn even after a negative experience

âś… Effective problem resolution

Listed below are a few tips to provide more effective customised services for your customers.

Have an omnichannel customer support service

73% of your customers use multiple channels before making a purchase.

An omnichannel strategy can significantly increase the effectiveness of personalised customer support. It offers support across various channels. Having omnichannel support can also help you increase your customer base. That’s because you can reach out to a wider audience spread across various age groups.

An omnichannel support system means your customer support team is available across channels. This can range from emails, phone calls, and live chat, to various social media platforms.

It also helps your team to stay efficient and focused by answering all the queries coming through various channels.

Map your customer’s journey experience with your brand

Every consumer interacts with your brand through a series of events. This is known as the customer journey. These events can include brand discovery, conversion into a purchase, post-purchase customer service, etc.

The customer journey map is a method that, in real-time, summarises each customer's experiences at various points throughout their journey. As a result, you can spot any issues that fall short of the customer's expectations and fix them before the customer churns.

Have all the information handy about your customers.

Personalisation is not limited to addressing your customers by their names. Keeping all the information about your customer handy as soon as they raise a complaint or query is very useful. This makes the customer feel important. This is how you can do this easily.

2. Empathy goes a long way

Empathy in customer service means that you put yourself in the customer’s shoes and try to understand their grievances. Result: better customer satisfaction.

Even a simple conversation with a customer service rep can become more memorable and impactful when businesses adopt empathetic conversations in customer service.

Positive brand impressions are created when customers get a sense of being heard. This makes them feel that the brand is making every effort to assist them.

Businesses realise how important it is to be understanding while engaging with customers. This is why businesses have started to include empathy as a part of customer service training as well.

For instance, Apple provides a guide to empathy in its customer service training manual.

  • The manual is designed to support the Apple staff in empathising with consumers when assisting them in the physical stores as well as online.
  • They learn how to read customer body language and tone.
  • They are also given a number of empathetic phrases to use with clients.

This is an example from which you can draw some inspiration.

People want their demands to be acknowledged, especially during crises like the pandemic. Customers who have also lost their jobs, businesses, and even loved ones interact with customer service agents.

Related: 30 customer service tips you can adopt right now

3. Paying attention to customers’ preferences and choices

Providing more choices of the same product to your customers greatly improves customer experience. Customers feel more satisfied if they get to choose from more variants of the products that you offer.

Having more options makes the customers feel that they have control over what they want to buy. For instance, in the fashion industry, giving more colour options for the same product can be helpful.

However, too many options may also overwhelm the customer at the same time. This is known as choice overload.

A research study by Columbia University and Stanford University has shown that the number of choices should be around 6. It is important to find the right balance of options according to your industry standards or needs.

Another important aspect is understanding customers’ preferences.

When doing market research about your products or customer service channels, taking customers’ preferences into account is important.

Because at the end of the day, it will be your customers who will be using the product and the support channels.

Customers’ preferences will determine what products your customers will be willing to buy.

Understanding these preferences will enable you to predict consumer demand. By using this data, you can set your product's pricing.

Similarly, understanding their preferences regarding customer support will also help you to ensure that you guide them to the right channel.

For instance, having data on what are the most common customer service types that your target group uses can come in handy. You can use this data to make customer support available as per needs.

And when customers realise that you are paying attention to such details, they are more likely to continue doing business with you.

4. User-friendly websites and online platforms

Fancy or not – Most businesses today have their own websites. They also have a presence across multiple online platforms.

Most customers also actively surf the internet before making any purchases and would expect you to have a website or online presence of some sort. This makes it an indispensable factor affecting your customer satisfaction.

So it is important to have a user-friendly company website for maximum customer engagement and satisfaction.

Here's what you should keep in mind to ensure a smooth experience for your website visitors.

A website that is easy to navigate

88% of customers will have a negative brand perception of companies with unreliable websites and mobile apps.

The more user-friendly your website is, the greater satisfaction each visitor will feel. They will return to your website if they get the impression that it was created with keeping them in mind.

The CTA on the landing page is clear and simple

The Call To Action is a key element of a web page since it serves as a nudge for the user. It tells them what to do next to go through the conversion funnel.

A user may not be aware of the steps to make a purchase or sign up for a newsletter without a clear CTA. Not understanding what to do next can be frustrating for your customers.

It is important to simplify the process as much as possible to increase satisfaction. So they may leave the website even before completing the purchase.

This is why a clear CTA on the landing page plays an important role in making your website user-friendly.

An example of a website with a good user-friendly design is the blogging platform, Medium.

Medium has a very minimal and well-laid-out website for desktops as well as smartphones. The mobile app of Medium is also very smooth and has a user-friendly interface.

Here's how the home page of the Medium mobile app looks.

user friendly design example from Medium

The website is mobile friendly

Search engines report that they get most of their traffic on mobile phones, across various industries. So it is important to provide a seamless experience to mobile users too.

  • Mobile-friendly websites are easy to use, simple to navigate, and visually appealing. A better UX also helps your SEO.
  • Customers have a better experience because it is easier to find the buttons for CTAs, taskbars, and menus.
  • A responsive mobile-friendly website increases trust and shows that a business is up to date with technology.

More than half of your company website and social media traffic is from smartphones and tablets.

An easily accessible customer service support if customers face any issue with the website

Your customers should be able to access customer service support whenever they face any issue with the website.

Sometimes, your customers might have difficulty navigating through the website. Or they might face any technical glitches while completing a purchase.

In such situations, the customer might want help. So it is important to have immediate support on the website to solve such queries.

There can be various types of customer service support that you can have on your website.

For instance, having live chat support or a chatbot on the website's home page can be a good option.

Having a FAQ page or some knowledge videos is the bare minimum. This can guide your customers in not only the purchase process but post-purchase too. Thus, having immediate customer support on websites affects customer satisfaction in a positive way.

5. An active online community for your customers

Customer-centric businesses invest in online communities. They understand that keeping customers happy goes beyond just product quality and prices.

Companies like Canva have a user community on Facebook where design enthusiasts can interact and learn from each other.

example of the Canva community

How does an online user community impact customer satisfaction?

  • Customers, in these online forums, share creative ways to use your product. Every customer also has unique solutions to various queries.
  • Whoever reads these conversations also gets to learn more about your products and services. They also get more transparent and genuine reviews.
  • This means that customers get an organic source of resources created by the customers and for the customers.
  • These communities save customers' time. This helps in reducing their frustration of having to wait sometimes for resolution.
  • These communities also have customer service representatives reading the conversations and feedback. They can jump in during exceptional situations to make sure customers receive the assistance they require.

Thus, an online community can help your customer base grow leaps and bounds.

âś… Increased customer engagement

âś… Mutual knowledge sharing

âś… A space for exchanging genuine feedback.

At Chatwoot, we connect with all our users over Discord. Join our ever-growing user community on Discord here.

6. Customer appreciation and loyalty programs

Customer appreciation is a factor that affects customer satisfaction in more ways than one.

Appreciating your customers will make them feel more valued and seen.

When you appreciate your customers, they get a sense of satisfaction that they are not just another metric or number.

Appreciating customers is important for brand loyalty. After all, customers who are loyal are five times more likely to be your returning customers than those who are not.

When a happy consumer promotes your product or service favourably through word-of-mouth, online forums, reviews, emails, etc. it leaves a great impression. A customer who feels appreciated attracts leads and organic referrals.

An important way to appreciate your customers can be by offering tailored loyalty programs.

For instance, Starbucks offers customised discounts and offers for those who have taken the memberships. The brand offers free drinks during the birthday month of the member. Additionally, it also offers a free upgrade on the size of the drinks sometimes.

Starbucks customized offers

Such customised programs and offers for your customers go a long way in increasing customer satisfaction and brand loyalty.

The ABC of Customer Satisfaction

A for Approach

Use the right approach when interacting with your customers.

Understanding the tone of the conversation and the language that they are using is important. This will help you to deliver to the best of your capacity.

B for Building Relationships

Build relationships with your customers by keeping track of their preferences and customising your services according to their needs.

C for Consistency

Making customers satisfied with a single interaction is not enough. Being consistent in how you deliver your customer services and interact with them matters the most.

Consistency creates a brand image. So whether you are consistently performing well or badly will determine your brand image.

Until next time đź‘‹

If you are reading this, it means that you have reached the end of the article. Kudos to that.

Here’s some inspiration for you.

“A satisfied customer is one who will continue to buy from you, seldom shop around, refer other customers and in general be a superstar advocate for your business.” Gregory Ciotti

If you found this article insightful, share it with your clan of marketing and customer service enthusiasts. We’ll be back with more.