Customer satisfaction is at the core of human experience, reflecting our liking of a company’s business activities. High levels of customer satisfaction (with pleasurable experiences) are strong predictors of customer and client retention, loyalty, and product repurchase.

Data that answers, why a customer or client enjoyed their experience, helps the company recreate these experiences in the future. Effective businesses focus on creating and reinforcing pleasurable experiences so that they might retain existing customers and add new customers.