Customer Satisfaction and Loyalty

In achieving customer satisfaction and loyalty, it's important to understand the difference between the two and how they can affect the success of a business. While it can be easy to satisfy a new customer, it can be much harder to retain loyalty for a brand's products or services.

Selligent Marketing Cloud helps marketers analyze their marketing strategy to clearly understand what is working and what is not. This, in turn, helps them better engage with customers to build long-term customer satisfaction and loyalty. 

The Difference Between Customer Satisfaction & Customer Loyalty

It's not uncommon to see customer satisfaction and customer loyalty used interchangeably. However, there are distinct differences between the two.

Customer satisfaction is a measurement of the public's reaction to a product or service. Therefore, if a product or service works well, it will likely have a high customer satisfaction rating. 

Customer loyalty is a little more complicated. Customer loyalty can be measured in two parts: customer loyalty behavior and customer loyalty attitude. Behavior is measured by how many customers repurchase a brand's products rather than choosing a competitor. Attitude is measured by the public's opinions on repurchasing a product.

These two parts of customer loyalty can behave independently of each other, which is why it's important to create frequent polls and surveys that give customers the opportunity to communicate directly with a brand.

Measure Satisfaction Smartly with Selligent Marketing Cloud

Selligent Marketing Cloud provides resources to measure customer satisfaction across multiple channels, including:

  • Web, forms, and surveys
  • Social
  • Mobile
  • Email

Additionally, our omnichannel solution provides the complex testing tools you need to analyze, optimize, and convert customer satisfaction, including:

  • A/B multivariant testing
  • Dynamic content personalized by group
  • Retargeting based on customer activity
  • The prioritization of communications across channels

Contact Selligent Marketing Cloud today to learn more about how you can engage customers and build better customer satisfaction and loyalty.


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