factors that influence customer satisfaction

I strongly believe, the phrase “first impression is the last impression,” must be coined by a customer service employee, which eventually went on to become the mantra for every organization. The key to a successful business is “the customer is always right,” but it takes more than a pleasant conversation to influence a customer’s decision on whether to leave or get back to you. You may have the best employees and the most premium technology, but it takes one complaint to make things go haywire. It uses psychology, methods and regular development in order to build a loyal customer base.

As research conducted by Forrester suggests, “71% of connected consumers feel negatively toward brands when they encounter inconsistent experiences, and 10% say these inconsistencies will make them stop interacting with a brand altogether.”

In this article, we discuss 5 factors responsible for customer satisfaction.



It is an intuitive idea that employee engagement drives customer satisfaction to soar heights. They act as the first point of contact between your company and the clients. A happy employee will keep the customers satisfied, leading them to believe in the company’s product. If employees are unhappy with their work, they will not go above-and-beyond for a customer. Colloquy believes, “Customer retention rates are 18% higher on average when employees are highly engaged.” Hence, in order to strengthen your client’s faith in your organization, you need to focus on your employees’ happiness first.

The Waiting Time:

Time is money, and as a service organization, you need to make your customer’s time worthwhile. When the deliverables miss their scheduled timing, it becomes a red flag for the customer. Consider a restaurant. If a dish takes more time to come out of the kitchen than optimal, it is bound to leave the customer annoyed or maybe even head out of the vicinity. Similar is the case in point. According to Harris Interactive, “75% of customers believe it takes too long to reach a live agent.” If you are offering a live service (phone/chat), it is imperative to respond within 2 minutes or less, otherwise, you are left with an unhappy customer. When customers are counting on your service, they don’t entertain excuses.

Understanding the customer:


If customers know that a company cares, and is not just a money-squeezing-profit-making machine, they will know that they are in good hands. The kind of campaigns you run, decide the number of people who will be influenced. A humanized approach strikes the right chord in the customer’s mind. When a customer is investing in your product, he/she is liable to give feedback. If implemented, they will know that their opinion matters and they will stick with you for long.

Updated Technology:

In the present day and age, it’s not just the Kardashians you should be keeping up with. Instead, focus on Customer Relationship Management (CRM) or application software that is in keeping with the latest technology adding to the consumer’s experience while decreasing manual labor. There is no alternative to swift technology, especially with immense competition in the market. In 2016, Apptentive found out that “66% of companies that saw a decrease in customer loyalty over the past year do not have a mobile app.”

Focus on what you’ve got:

Acquiring new customers might seem as the foremost aim in order to construct a customer base. But, the linchpin is not the number of customers it is the quality. As published in a blog by Invesp, “repeat buyers spend 33% more than new ones, and just 20% of existing customers account for 80% of a company’s future profits.”Hence, repetition in the case of customers is a good thing for your organization. Even spending on loyalty programs helps in retaining devoted customers.

Keeping customers happy and satisfied is not rocket science. The paramount thing to remember is keeping the quality intact; whether it is your product or your service and what follows is a better relationship.

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