4 ways to increase customer satisfaction

Listening to customers is the quickest way to understand how they feel—and how to improve. Here are some ways to uncover valuable insights:

✓ Start with existing signals. Customer feedback is already coming in across channels. Draw insights from:

• Customer reviews. Reviews are a rich source of insights, revealing what customers love about your brand and where there’s room for improvement. Look for patterns across reviews to understand what’s driving satisfaction and where friction exists. This can help strengthen future customer experiences and encourage more positive reviews over time. Today, that matters more than ever: as part of the modern buying process, over 70% of customers check 2 or more review sources before choosing a local business.
  
  
• Customer service enquiries. Support requests show where customers are running into issues. Pay attention to what comes up most often and where customers are getting stuck or waiting longer than expected. Over time, these patterns reveal where the experience isn’t working as smoothly as it should and where improvements can have the greatest impact.

✓ Create new feedback loops. Proactively ask customers to share their thoughts through:

• Customer satisfaction surveys. Customer satisfaction (CSAT) surveys ask customers to rate how satisfied they are with your business after a specific interaction or purchase. CSAT scores help you quickly check how well you’re meeting expectations.

  
  

• Net Promoter Score (NPS) surveys. NPS surveys ask customers how likely they are to recommend your brand to others. NPS scores give you a clear indication of customer loyalty and overall brand advocacy.
  
  

• Qualitative customer surveys. Open-ended surveys let customers share more detailed feedback in their own words, adding context and nuance to your CSAT and NPS results.

Convenience matters. If getting your products is difficult, customers may abandon their baskets and take their business elsewhere. The easier you make the shopping experience, the more likely customers are to complete their purchase. Simplify the journey with these steps:

✓ Improve your website experience. Every website visitor should be able to quickly find the information they need. Use clear navigation and consider adding filters that help customers find products more quickly. When customers don’t have to work hard to get what they want, they’re more likely to complete their purchase.

✓ Make checkout simple. In the first half of 2025, basket abandonment rates hit 71.72%. That’s a clear signal that many shoppers decide not to complete their purchase at the last minute. One way to win back sales is by making your checkout process as smooth as possible. Consider offering multiple payment options so customers can choose what works best for them. Giving first-time customers the option to save their information also makes future checkouts faster.

✓ Open more ordering channels. Meet customers where they are by accepting orders beyond your website and physical shop. For example, partnering with third-party delivery platforms can expand your reach by putting your business in front of new customers who may not have found you otherwise. It also gives existing customers another simple way to order from you.

✓ Offer multiple delivery options. Some customers want their order to arrive as quickly as possible. Others want it to arrive at a specific time that fits their schedule. Meet both needs by offering multiple delivery options, including traditional delivery, same-day delivery, express delivery (with items arriving in under an hour), and scheduled delivery. More choice at checkout means more customers finding an option that works for them—and fewer dropping off.

The customer journey won’t always go perfectly. When issues arise, how you respond makes all the difference. Here’s how to set your team up for success:

✓ Prioritise staff training. Your staff shapes the customer experience. Give them the training they need to answer questions confidently, resolve issues quickly, and support customers in the moment.

✓ Provide omnichannel support. Customers now expect brands to be available across multiple channels. To meet these expectations, invest in an omnichannel approach. Make it easy for customers to reach you by phone, email, social media, text, and any third-party platforms you use. If you don’t have the resources to manage all of those channels, use customer feedback to understand which ones matter most to your audience.

✓ Commit to fast responses. When a customer has an issue, they want help quickly. In a 2025 study, 66% of consumers said that they stopped using a company that kept them on hold for too long. Train employees to provide quick, helpful responses.

✓ Create a positive delivery experience. The delivery experience is a key part of customer satisfaction—especially as more people expect fast, reliable delivery. Half of customers in a 2025 study said they would stop buying from a brand that had a poor delivery experience.

Here are a few ways to keep customers happy:

• Keep inventory up to date so customers aren’t ordering out-of-stock items

• Cross-check receipts for every order to make sure nothing is missing

• Confirm all orders are packed correctly to avoid breakages or spills in transit, especially for food and drink orders

• Share accurate delivery time estimates based on real data—the fewer surprises, the better the experience

Meeting expectations gets customers through the door. Building relationships is what keeps them coming back. And it pays off: 87% of customer experience professionals say loyalty initiatives deliver a return on investment, with quality and experience among the biggest drivers.

Here are a few ways to get started:

✓ Respond to reviews. Reviews are a direct line to your customers. When feedback is positive, a quick response shows appreciation. When it’s negative, you have a chance to acknowledge the issue, take responsibility, and put things right.

✓ Stay in touch over email. Email is a simple way to stay connected with customers who want to hear from you. Focus on people who’ve opted in and make it worth their while with updates, helpful information, or relevant offers.

✓ Offer a loyalty programme. Loyalty programmes give customers a reason to keep coming back. And they work: 69% of customers say being part of one encourages them to shop more with a brand. When customers know their purchases add up to something, it naturally drives repeat business.

✓ Provide personalised offers. Provide personalised offers. Customers who sign up for your email list, create an account, or join your loyalty programme give you something valuable: data. With details like past orders, preferences, and special dates (such as birthdays), you can send offers that feel more relevant and timely. That kind of relevance makes your messaging more useful to customers and can help drive repeat purchases.