Do you want to learn how a meticulous evaluation of customer satisfaction can contribute to the growth of your business or the company you work for?

We invite you to explore with us the importance of assessing and improving consumer satisfaction to ensure stable and sustainable growth.

This article will provide you with valuable insights and effective strategies for evaluating and enhancing customer satisfaction.

See how you can measure and improve customer satisfaction with the help of our expert team at MKOR.

Harmonious relationships with customers are essential for long-term growth of a company. When customers are satisfied, they remain loyal, spend more, and promote the company to their acquaintances or on social media. The key to high satisfaction lies in understanding and measuring various satisfaction indicators. The ultimate goal of a satisfaction study is to deliver such tangible value to customers that they become promoters of your business.

Many companies believe they know how satisfied their customers are and what keeps them happy, relying solely on staff interactions with customers or just on positive feedback. However, the reality on the ground can be revealed through a study that assesses customer satisfaction. This type of study is based on a standardized, validated methodology, as well as a mix of methods that offer a global perspective on the actual situation regarding customer satisfaction.

When a company focuses on discovering the degree of customer satisfaction, it can create strategies and actions that ensure both satisfaction and loyalty.

Thus, customer satisfaction studies are an exceptionally valuable tool, alongside brand tracking studies, available for businesses to base their business and marketing decisions on, ensuring profitability and growth.

Corina Cimpoca MKOR Romania live retail data

Cori Cimpoca, MKOR Founder

What Does Customer Satisfaction Research Entail?

Customer satisfaction research is a meticulous process of data collection, analysis, and interpretation to assess the level of satisfaction consumers have regarding your company’s products or services.

In short, a satisfaction study measures how an organization’s products or services meet or exceed customer expectations. This investigation allows for the identification of loyal customers, as well as the unsatisfied ones, providing valuable information for the continuous improvement of the business.

It also represents a fundamental component within the business strategy framework. It develops various aspects related to customer needs and preferences, thus offering a significant direction for specific improvements and adaptations.

A comprehensive customer satisfaction study enables the identification of areas that need improvement, opinions about the brand, and evaluations of the real needs of the customers, thereby driving more efficient customer retention strategies.


Understanding Customer Satisfaction

Understanding customer satisfaction is a vital element for any business aiming for long-term success.

Customer satisfaction means much more than simply the happiness of customers with the products or services offered by a company.

Satisfaction is linked to the overall experience that customers have throughout their interaction journey with your business.

It is essential to know that customer satisfaction not only measures the quality of products or services but is also an indicator of the relationship between a brand and its consumers.

High customer satisfaction can bring multiple benefits, such as loyalty and positive recommendations to other potential customers.

A satisfied customer is more likely to return and continue to use the business’s products or services, thus being less predisposed to look for alternatives or switch to the competition.

Furthermore, they often become brand ambassadors, speaking positively about their experiences and attracting other potential clients.

Customer loyalty and retention are often the direct results of continuous attention to customer needs and preferences.

Customer satisfaction analysis offers the opportunity to personalize experiences based on individual consumer profiles, such as the ability to anticipate and respond to their needs and preferences.


Customer Satisfaction Evaluation: Uncovering Customer Needs and Opinions

As mentioned earlier, customer satisfaction evaluation is a very important component for the development of a company.

At MKOR, part of the process of evaluating customer satisfaction involves analyzing the following components:

  • Price and other attributes of your product/service
  • The sales process and post-sales experience
  • Interaction with employees

To better understand the feelings and experiences of your customers, you need to be open to and actively seek their constant feedback.

Customer Feedback

Generally, consumers are willing to provide feedback and expect you to take into account what they communicate. In today’s economic and social context, brands often provide customers with opportunities for involvement, collaboration, and co-creation, which fosters a sense of ownership and propriety.

This feedback is an extremely important aspect of building a strong relationship between the consumer and the brand. Customer feedback can come from various channels, such as:

  • Direct feedback from customers through personal interactions, phone calls, or emails to your support or sales team.
  • Social media and online reviews posted on platforms like Facebook or Google Reviews.
  • Periodic surveys and questionnaires sent to customers for more detailed and structured feedback.
  • Analysis of usage or behavioral data within the company’s website or application to understand preferences and comportment better.

Creating Customer Satisfaction Surveys

Creating efficient and relevant surveys for evaluating customer satisfaction is essential for obtaining valuable feedback.

It is important that the questions are formulated clearly and concisely to avoid ambiguity and to ensure they are relevant to what is sought to be learned from consumers.

When designing a questionnaire, it should address key aspects of the customer experience, such as product/service quality, customer service response time, purchase experience, and so on.

To ensure as high a response rate as possible, and hence relevance, the survey should be distributed strategically – via email, on the company’s website, in other online applications – to increase the rate of participation and accessibility for customers.

You may also benefit from the services of a market research agency specialized to ensure that the survey is designed in accordance with the study objectives and that the research methodology provides relevant results for your business.

Analysis of Received Feedback

At MKOR, the analysis of feedback goes beyond just data collection; it involves a deep understanding of the data for efficient measurement to benefit the business. Feedback is segmented based on research objectives and prioritizes problem areas or areas for improvement.

We strive to identify trends and patterns in the feedback received to understand the causes of any issues or areas of satisfaction/ dissatisfaction.

Based on the report we provide, you can base your company’s decisions and actions with the aim of implementing tangible changes that meet the needs and preferences expressed by clients.

From our experience, customer satisfaction evaluation represents a continuous and vital process in the evolution of a business.

Companies that invest in these evaluation methods not only understand their clients better but also optimize their operations to meet client needs in the most efficient way possible.

When a company invests in measuring and improving customer satisfaction, it significantly contributes to strengthening its own consumer relationships.

A satisfied client often returns for the purchase of additional products or services and becomes an ambassador for the brand, confidently recommending the company’s products or services to other potential clients.

This organic and positive recommendation has a significant impact on the customer base, generating new acquisitions and expanding the consumer network.

Above all, satisfied clients are predisposed to make repeat purchases, contributing to the increase in total sales and revenue. They are living proof of recurrent customers who establish a solid foundation for the long-term success of the company.

In this context, we speak about customer lifetime value (the total revenue a company can expect from a single customer account). This value is a metric that anticipates the total relationship potential with a client over a more extended period.

By capturing client data from their effective acquisitions, an accurate picture of customer lifetime value is achieved.

Interpreting Data in Evaluating Customer Satisfaction: A Deep Analysis of Experience and Customer Opinions

Evaluating customer satisfaction is not just about collecting data, but also about a deep understanding of it. In this context, the analysis of quantitative and qualitative data, the interpretation of feedback, such as identifying trends and improvement points, is very important.

  1. Analysis of Quantitative and Qualitative Data

Quantitative data includes numeric metrics such as ratings, satisfaction scores, response times, etc. The analysis of these data provides a numeric and comparative perspective on customer satisfaction.

Qualitative data are made up of comments, written or verbal feedback from customers, and constitute qualitative data. This provides a deep perspective on the experiences and feelings of customers.

  1. Interpretation of Feedback

Feedback from your clients helps you identify the points that matter to them, and if you take them into account, then the business has the potential for greater growth.

Negative feedback represents an opportunity to identify problems and to remedy them. Interpreting this feedback allows the identification of problem areas to develop mechanisms for resolving these issues with the aim of enhancing the customer experience.

Positive feedback shows what is working well and what pleases clients. Interpreting this feedback helps to identify factors that contribute to customer satisfaction and may provide clues about efficient strategies that can be amplified.

  1. Identification of Trends and Improvement Points

Long-term data analysis can uncover trends and recurring patterns in customer feedback. Identifying these trends helps anticipate needs and identify problems before they grow larger.

Data interpretation highlights specific points that need improvement. These could be services, products, or processes that require adjustments to better meet customer expectations.

Data interpretation in evaluating customer satisfaction is key to turning information into concrete actions. Companies that invest time and resources in deep analysis of customer feedback, understanding their feelings, and identifying areas for improvement are more capable of creating experiences that truly loyalize and fully satisfy their needs. This continuous process of analysis and adjustment is the foundation for a strong and lasting relationship between a company and its customers.


Strategies for Improving Customer Satisfaction: Creating Remarkable Experiences

At MKOR, we consider that customer satisfaction is the backbone of any successful business. To ensure that the customer experience is always positive and satisfying, improvement strategies must be constant and adaptable. In this context, there are three pillars that have a major impact on customer satisfaction:

  1. Adaptation of Products and Services

It’s important to conduct comprehensive research to deeply understand the needs, preferences, and expectations of customers. This deep understanding is the basis for adapting the products and services offered. Personalization of the offer is equally important.

Adapt products and services to meet the specific needs of different customer segments. A personalized approach can create a stronger connection and increase customer satisfaction.

The extent to which your product or service meets the needs and expectations of your customers determines the success of your business or your company’s lack thereof.

  1. Improving Client Interactions

In all company actions, the focus should be on ensuring a uniform and quality experience in every interaction with customers, regardless of the channel of communication used to convey the company’s messages and values. This sends a clear message about the company’s commitment to customer satisfaction.

This approach simplifies the processes for customers, reducing barriers that prevent easy access to the company’s services or products. The ease of access to services or products can mitigate dissatisfaction or amplify customer satisfaction.

  1. Creating a Customer-Centric Culture in the Company

Investing in training and empowering employees to provide a unique experience to the client is essential in transmitting company values and concerns regarding customer satisfaction.

Collect feedback from customers. If these data are leveraged correctly, they can adjust and fine-tune operations. This process demonstrates the company’s commitment to satisfaction and ensures customer retention.

Improving customer satisfaction is not just an objective, it is a philosophy, a mindset for a business oriented towards long-term success.


Developing More Effective Marketing Strategies

Brand tracking research is useful for any business, regardless of its size or the industry in which it operates, because it provides important information about what clients and potential clients expect from a brand and how it can be improved to increase notoriety, sales, and the overall business in the end.

Brand tracking is a powerful tool for measuring the results of marketing campaigns, leading to the development of more efficient marketing strategies.

This involves collecting data to assess the degree of recognition and understanding of your brand by the target audience.

At MKOR, brand notoriety research is often conducted through surveys, interviews, and/or focus groups, and the collected data are analyzed and interpreted to obtain an overall picture of brand notoriety and trust.

This is how you can use these studies to measure the effectiveness of your campaigns:

  • Campaign Preparation: Before launching a campaign, conduct a brand notoriety study to establish the current level of recognition and perception of your brand among consumers.
  • Defining Objectives: Depending on the objectives of your campaign (for example, increasing notoriety, improving emotional attachment to the brand, or increasing purchase intent), set specific metrics that you will follow. And a brand tracking study will help you in achieving the desired results while helping you set realistic objectives based on data collected from your target audience.
  • Campaign Implementation: Launch and monitor the evolution of the results. You can use brand notoriety studies at predetermined times to assess the impact of the campaign. At MKOR, we develop a brand tracking strategy together with you to understand your business better. Then, we create brand tracking studies adapted to the needs of your company. It’s all in the tailoring: made to measure.
  • Data Analysis: After the campaign, compare post-campaign data with pre-campaign data to evaluate the differences. We provide you with a report on the results obtained with the help of the best brand tracking instruments. We can support you in both stages by analyzing the perception of the public related to the campaign duration, so that you can get to know your consumers better.
  • Adjustments and Improvements: Use the results to make adjustments to the marketing strategy and to improve future campaigns. MKOR helps you understand how you can use these data to increase the success of this campaign, as well as to develop future campaigns successfully.

As you can see, brand notoriety studies can assist in developing strategies for personalized promotions that match the specific needs of your brand’s consumers.

Such research can contribute to identifying ways to approach different consumer segments and to communicate personalized messages, ensuring the successful implementation of your marketing strategy.

Every business needs to understand the needs and preferences of its consumers as best as possible.

This valuable information can be used to develop and improve the products and services offered or to identify gaps in the market, that is, areas where there is an unmet need.

In this way, you can develop new products and services that meet the needs of consumers and thus increase your market share.


Measuring the Impact of Implemented Strategies

Implementing strategies to improve customer satisfaction is just the beginning. Measuring the impact of these strategies is essential for evaluating effectiveness and making adjustments based on the results obtained.

  1. Continuous Monitoring of Customer Satisfaction

Ensuring continuous monitoring of customer satisfaction is essential to maintain an updated perspective on the needs and experiences of customers. To accomplish this, implementing a robust and continuous system for feedback collection and data analysis is crucial.

Continue to gather feedback from customers through periodic surveys, personal interactions, and behavioral data analysis to monitor changes in their perception and satisfaction.

MKOR can assist you with conducting a study on your customers’ satisfaction, and you can contact us by completing the form here.

  1. Evaluating the Initiatives of Satisfaction to Customers

Evaluating the costs associated with the implementation of strategies to improve customer satisfaction in comparison with the benefits obtained. These benefits include increased sales, customer retention, and reduced customer support costs.

Compare the impact of customer satisfaction initiatives on previous periods or industry benchmarks to evaluate progress and success.

By implementing a system of detailed reviews and evaluations, Amazon creates a community of buyers based on opinions and recommendations, thus consolidating customer trust and generating more significant sales.

Furthermore, MKOR can contribute to the realization of a study aimed at measuring the impact of strategies implemented to increase customer satisfaction. This type of study is very important for evaluating success and the continuous adjustment of financial efforts and time of the company.

MKOR: An Approach in Evaluating and Improving Customer Satisfaction

MKOR is a marketing research agency with 11 years in the Romanian market. We have an analytical and holistic approach to market research and consulting. Regarding customer satisfaction evaluation studies, we use various research and analysis methods to assess and improve the experience of our clients’ consumers.

  1. Detailed Data Analysis

MKOR uses quantitative and qualitative data to gain a deep understanding of customer behavior and preferences. Through data analysis, we identify trends, patterns, and critical points that affect the customer experience.

  1. Implementation of Personalized Strategies

MKOR can assist in developing personalized strategies to enhance your clients’ experience, tailoring them to the specific needs of the industry in which your company operates.

These strategies may include process optimization, service improvement, product development, or the development of loyalty programs.

The report you will receive from us after data analysis will be an essential tool for developing processes and strategies meant to support customer satisfaction growth or bring significant improvements.

We focus on providing concise analysis reports, presenting the information extracted from the study in a clear and easy-to-understand format, thus generating actionable insights for your strategies.

In general, our reports include information about:

  • The context and objectives of the study
  • The methodology used in research
  • The sample of respondents and demographic characteristics
  • The main findings of the research, including both strengths and weaknesses regarding customer satisfaction
  • Recommendations for improving relationships with clients

If you are interested in an ongoing study to monitor the evolution of customer satisfaction and to continuously improve your business, we encourage you to contact us for a personalized offer.

What do our partners say about working with MKOR?



MKOR reports are creatively designed, including graphics, diagrams, and other visual elements that facilitate the understanding and retention of information.

The explanations provided alongside the graphics are concise, clear, and specific, offering enough detail to be transformed into actionable steps for future marketing and business strategies related to customer satisfaction.

  1. Evaluation of Impact and Results

With the help of MKOR and a customer satisfaction evaluation study, you can constantly monitor and evaluate the impact of implemented strategies, using key performance indicators to measure the results regarding your consumers’ satisfaction.

The results obtained after conducting the study are analyzed and interpreted to identify aspects that work and those that need adjustments.

A customer satisfaction evaluation study can act like a thermostat, showing you what the real relationship between your consumers and your business or the company you work for is like.

The results of the customer satisfaction evaluation study will contribute to defining amplification and improvement strategies for increasing loyalty and strengthening the brand in the market.

At MKOR, we believe that an analytical and adaptable approach in evaluating and improving customer satisfaction is essential for success.

Our recommendation is to use the data collected from your consumers in an efficient way and to adapt your business and marketing strategies based on the needs and feedback of the customers.


Challenges and Best Practices in Evaluating and Improving Customer Satisfaction

In the business world, evaluating and improving customer satisfaction obviously presents various challenges. Despite this, a study conducted by a research agency is based on certain tested practices and respects the rigors of scientific research that can overcome these obstacles and lead to significant improvements.

If you wish to conduct such research in-house, obtaining precise and meaningful data is often difficult, especially in the context of a large amount of information available. Identifying relevant and reliable data can be a major challenge.

Additionally, interpreting feedback can be subjective and may require a deep analysis to extract the essential information that generates efficient actions.

So much so, we recommend that you resort to a specialized agency that has the capability and experience.

Then, to obtain a study for evaluating customer satisfaction, it is very important to set precise and realistic objectives to direct the research and subsequent actions.

Combining various research methods, such as surveys, behavioral data analysis, and interviews, can offer a more comprehensive picture of customer satisfaction.

Involving clients in the feedback process and transparent communication about how this information is used can strengthen their connection with the brand.

Periodic monitoring of customer satisfaction and adapting strategies according to market changes and customer feedback are essential for maintaining relevance and effectiveness.

Evaluating and improving customer satisfaction are fundamental processes for the success of a business, but they come with their own unique challenges.

Adopting best practices in the market research industry and collaborating with a specialized agency can help companies navigate these challenges and develop strategies that lead to an improved customer experience and business growth.

MKOR offers innovative AI-based solutions that enable companies to automate the process of collecting reviews and continuously measure customer satisfaction.

With the help of personalized marketing funnels, we facilitate the process of collecting reviews.

In addition to collecting feedback, we also offer continuous measurement solutions for performance and certain key performance indicators (KPIs). Through the implementation of AI-based dashboards, we provide companies the ability to monitor their real-time evolution concerning customer satisfaction, as well as track certain essential KPIs.

The major benefit for companies is that it allows for rapid interventions and strategic adjustments to ensure a consistent and satisfying customer experience.

Why should you contact MKOR for client satisfaction research?

There are articles or specialists in the field who recommend that, after completing a purchase, you should request feedback via email or phone, thus demonstrating the company’s interest and attention towards clients. For a long-lasting relationship, open-ended questions facilitate communication, offering clients the opportunity to share their experience with the products and services.

But preparing forms on communication platforms to encourage them to express their opinion or monitoring social networks to analyze clients’ perception represents a major and constant effort, and if these actions are not carried out consistently and in unison, the results obtained may not be relevant or may not accurately reflect reality.

Therefore, if you are interested in conducting such a study at the company where you work, we invite you to contact us and set up a meeting with one of our consultants.