Customer satisfaction, something we all strive for. And what a wonderful feeling it is when we achieve it, even with one person.

For some companies, customer satisfaction is the key message they’re trying to get across in all of their marketing. If you’d like to sell new customers on the satisfaction of past and current customers, here are 5 things you need to do.

1. Heavy Use of Testimonials

This may sound obvious. And if it does, good. Testimonials from satisfied customers should be on every single piece of marketing material you have. And the more personal they are, the better. Show a person’s face next to their quote, use a video, give us a name. These all make the testimonials that much more real and “believable”. If I’m going to choose your company over a competitor based on this one selling point, I want to be able to relate to one of the customers you’ve already satisfied.

2. Actively Collect More Testimonials

If your customers have good things to say about you, don’t rely on them to do it on their own. Give them a forum to provide testimonials. Promote the fact that you’re proud of the feedback you get, and you’re looking for more. Give them a place on your website where they can share their experience and give you permission to use their testimonial in your marketing.

3. Invest in Your Customer Service Team

Customer service is on the front lines in the battle to satisfy customers. Sure, you might have one hell of a product or service, but you can still almost guarantee that some people will have a problem or a question. And your customer service team are the people that are going to be communicating directly with the consumer base. Make sure they’re friendly, well-trained, and empowered to help out a customer in any way they can.

4. Invite Feedback and Criticism at Every Turn

You can’t satisfy them all. The only way to get better is to find out what people don’t like about your product and make it better. Unlike publicly asking for testimonials, keep this one a little more private. Provide a questionnaire or survey to your customers with their order so that they can tell you about any problems or suggest improvements. You might have to wade through some angry tirades, but you’ll come out stronger on the other side.

5. Compare the Feeling of Satisfaction to the Lack of it

You’re marketing yourself against the competition. And if its customer satisfaction you’re marketing, that means your competition doesn’t have it. Make sure new or potential customers know what it is they are paying for by explaining what customer satisfaction looks like, and what the lack of satisfaction will look like should they make the “wrong” choice.