Customer Satisfaction


Help employees understand the elements of a satisfying shopping experience.

Customers are satisfied when their experiences in your store meet or exceed their expectations. Expectations may be different for different shoppers — or even for the same customer on different shopping trips. Some will tell you if they’re unhappy; others simply won’t come back.

The new “micro” chapter, Customer Satisfaction, helps your associates recognize how even little things can lead to dissatisfied customers — and ultimately, lost business. Employees will learn how to take an active role in providing the four elements of customer satisfaction: perfect products, friendly service, timely delivery, and support systems to resolve issues. Designed to be completed in about 30 minutes, the chapter teaches pet-retail-specific tips students can apply right away.

After completing this chapter, associates should be able to:

  • Explain why customer satisfaction matters.
  • Define the four elements of customer satisfaction.
  • Describe what customer satisfaction looks like.
  • Recognize when a shopper is frustrated or confused.
  • Demonstrate how to provide problem-solving support.
  • Suggest ways to prevent potential product, service or delivery issues.

The Customer Satisfaction chapter is designed to help your team think about and practice how to handle tricky situations in ways that leave customers satisfied. Comic strip-style illustrations show different shopper experiences and are followed by examples and feedback that discuss the best ways to respond. This chapter also includes a downloadable workbook with activities and role-play scenarios for students.

Estimated time to complete:

  • Online chapter  35 minutes
  • Chapter test      10 minutes