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8 Customer Satisfaction Indicators and How to Measure Them

Last updated: Dec 20, 2023

8 Customer Satisfaction Indicators and How to Measure Them
Cover image: Customer satisfaction indicator to improve customer loyalty and increase sales.

What is Customer Satisfaction?

"Customer is king," you must have heard that proverb, right? As a business entity, customer satisfaction is indeed something you should prioritize.

Customer satisfaction indicators highlight how satisfied a customer is during interactions, purchases, and the use of products/services offered by a business.

In the business context, this parameter reflects the customer expectations met by a product or service they use.

In order to improve customer retention, businesses need to pay attention to and prioritize all customer satisfaction indicators.

So, how can businesses measure this level of satisfaction? Furthermore, why is customer satisfaction essential to be the primary focus in running a business? Find all the answers below!

Why Businesses Need to Prioritize Customer Satisfaction?

The answer is simple. Besides gaining profit, the fundamental goal of every business is to provide convenience, solutions, and answers to all customer requests.

Therefore, customer satisfaction is an achievement in itself that undoubtedly brings significant benefits to the business. Here are reasons why your business needs to pay attention to customer satisfaction indicators:

  • Improving Customer Loyalty: When customers are satisfied with a business's product or service, they are more likely to return for repeat purchases.
  • Enhancing Brand AwarenessBesides making consistent purchases, loyal customers also tend to recommend the product/service to others, helping the business expand its customer database.
  • Building Brand Authority and Reputation: Customer satisfaction can build a positive reputation in brand identity, helping attract new customers and retain existing ones.
  • Build Business Excellence and Competitiveness: By maintaining and prioritizing customer satisfaction indicators, businesses can stay competitive in a broader market share, while customers feel valued and satisfied with their choices.

8 Contoh Indikator Kepuasan Pelanggan

Customer satisfaction indicators are parameters used to measure the extent of customer satisfaction throughout their customer journey.

By understanding this level of satisfaction, businesses can identify areas and appropriate strategies to maximize service, product/service quality, and many other supporting factors.

To empower your business, here are some customer satisfaction indicators that should be considered.

1. Percentage of Repurchase

Repurchase is the process that indicates customer satisfaction with your business, whether it be in terms of service, the quality and quantity of products/services, or other factors.

You can observe this indicator by navigating through records or transaction data conducted by each customer.

You can also confirm it by comparing the number of customers making repeat purchases with the total number of customers overall.

2. Customer Loyalty

When your business successfully makes customers feel valued and satisfied, they are more likely to develop emotional bonds with your brand.

These bonds can then enhance customer loyalty, making them less susceptible to being attracted to offers from your competitors.

3. Customer Retention

According to Schiffman and Wisenblit (2015), customer retention is one of the indicators of customer satisfaction to encourage your consumers to return and improve long-term relationships.

Therefore, the higher the customer retention rate, the greater the likelihood that customers are satisfied with the products/services you offer.

4. Complaints (Customer Churn)

The next dimensions and indicators of customer satisfaction can be reviewed through the metric of customer churn.

This parameter can navigate the increase or decrease in the number of customers while studying the indicators of dissatisfaction experienced by consumers.

Businesses should strive to reduce the churn percentage by conducting case studies to analyze what causes customers to stop using the products/services.

5. Reviews and Ratings

Customer satisfaction indicators can also be easily seen through the review and rating sections.

You may often encounter dedicated segments for reviews and ratings on marketplacesweb apps, and many other platforms.

Besides convincing new buyers, the presence of these reviews and ratings also serves as a key indicator determining the level of customer satisfaction.

6. Customer Acquisition Cost (CAC)

CAC is a customer satisfaction parameter that you should also prioritize. To measure customer acquisition costs, you need to divide the total marketing expenses by the number of customers acquired within a specific time period.

If the calculation results indicate that your marketing costs still need to be lowered, it may suggest that you requires a strategy update.

7. Net Promoter Score (NPS)

As a business owner, you may have come across this term before. Net Promoter Score is a customer satisfaction indicator with an index score ranging from -100 to 100, indicating the willingness of consumers to recommend a product/service.

To analyze NPS, you need to ask a few simple questions, such as:

  • On a scale of 1-10, how likely are you to recommend our product to friends, relatives, and family?
  • On a scale of 1-10, how likely are you to market our product/service on your social media?

After obtaining the scale from customers, you can categorize their answers based on the following 3 values:

  • Promoters: Customers who score 9 - 10.
  • Passives: Customers who score 7-8, as they are willing to recommend but may also consider switching to a competitor.
  • Detractors: Customers who score <6, dissatisfied or not interested in your product/service.

8. Customer Effort Score (CES)

As the name suggests, CES is an indicator that measures how much effort or exertion customers put into accessing, visiting, and purchasing or subscribing to your products/services.

To calculate CES, you can implement a simple survey with questions like:

“Has brand X successfully met your needs, made it easy, and addressed your issues?”

In this metric, response scales can range from "Strongly Agree, Agree, Neutral, Disagree, to Strongly Disagree."

How to Measure Customer Satisfaction 

Here are some strategies you can apply to determine the level of customer satisfaction:

  • Distributing simple questionnaires with inquiries about product/service quality, user impressions, willingness to recommend, and user complaints.
  • Conducting surveys either directly or through email marketing, phone calls, social media, and other channels.
  • Utilizing CSI (Customer Satisfaction Index) by identifying a set of factors that may influence customer satisfaction in your business niche, as this can vary between different industries.


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