In today’s fast-paced business world, customer satisfaction is the new mainstream. Businesses of any size can connect to its customers via many channels — email, Facebook, Twitter, phone, live chat, web — and the technologies to do this are available and within reach. Customer satisfaction used to be a rarity, now it’s commonplace.

Customers are becoming deeply engaged with brands across the entire digital channel – and it’s by choice. 73% of customers have posted a brand review on sites like Amazon, Yelp, Twitter and Facebook, and more than 52% of them post a response on a company’s blog. As customers come across other experiences, they will switch to the product or service that offers the best one. They know that although a product lures them in, it’s the quality of service that brings them back. That’s why smart companies are putting customer satisfaction at the center of their business.

Customer satisfaction can be really broken down into four main categories:

1. The quality of your product or service: Product innovation is critical for companies’ brands and for the economy as a whole. Consequently, great service is not just about speed and accuracy but also about listening, engagement and personalization.

2.  The relationship between your agents and customers: When you promote customer care between your agents and your customers, it results in better service, less training, faster resolution and customer loyalty for your brand.

3. The perceived financial cost vs. benefit: Engage with your customers to make sure you understand what they need, how much they’re willing to spend, and how your product or service stacks up to your competitors’. Validate that the quality of your service meet your customer’s expectations.

4. The overall customer experience: People don’t buy products or services – they buy experiences. Therefore, create experiences that will make customers feel good about the reward product and not irritated that they have to spend hours putting something together.

Today’s companies understand that customer satisfaction is not just about being nice to your customers – strong customer relationships is pivotal to a company’s success. Every interaction your customers have with your company is an experience, and customers should be the first responsibility of your business. If you do it right, you’ll not only score a lifelong customer, but also an advocate for your brand—and that drives results to the bottom line.

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Alex Hisaka works in Marketing at Desk.com. You can find her on Twitter at twitter.com/alexhisaka