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It is a measure of how products and services supplied by a company meet or surpass customer expectation. Marketing Metrics as part of its ongoing Common Language in Marketing Project. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. A business ideally is continually seeking feedback to improve customer satisfaction.