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Top Characteristics of Satisfied Customers


What makes a customer satisfied or unsatisfied in doing business with you? A recent survey from MarketingSherpa provides important insights. The “Consumer Satisfaction Research Study,” based on data gathered from 2,400 customers, asked consumers to identify the characteristics of companies they do business with, including their marketing practices. It also asked whether they were satisfied or unsatisfied and why. As it relates to marketing, here are the top answers of “satisfied” customers:

  1. “It [the company] doesn’t always try to sell to me but tries to provide value” (35%)

  2. “Its marketing is not intrusive” (34%)

  3. “It is respectful of my privacy” (33%)

  4. “It makes me feel like I have a relationship with them” (31%)

  5. “Its marketing is engaging and interesting to me” (25%)

  6. “It knows what I like and don’t like” (23%)

Top reasons customers are unsatisfied? “It [the company] doesn’t make me feel like they have a relationship with me” (34%), “the company always tries to sell me instead of providing value” (27%), and “the company doesn’t know what I do and do not like” (16%).

So get to know your customers. Not just what they buy, but when they buy, why they buy, and their channel preferences. Be respectful of their privacy and don’t make them feel as if they are under a microscope. Instead, be subtle, engaging, and relevant. Make your audience feel as if you more interested in improving their lives than simply selling a product.

Need help targeting or personalizing your next direct mail or email campaign? Let us help.

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