Customer satisfaction status. Strategies and ways to address it

Introduction: customers focus on obtaining services or products where they are treated with cordiality, friendliness and courtesy; in order to establish a degree of empathy with the service provided. Objective: assess the state of customer satisfaction based on their approach to strategies and ways of addressing it.Method: a research review of the scientific literature was developed. Descriptors were used to search for information. The search was carried out in the Scielo and SCOPUS databases. A total of 20 works were used for the development of the research. Development: the international business system faces a globalized economic system, where competition through the free market is based on the quality and effectiveness of the products offered. Feedback with customers is an important indicator that determines the level of productivity of a sector; In other words, we talk about the degree of customer satisfaction.Conclusions: customer satisfaction should be considered one of the main goals within business objectives. Depending on the degree of satisfaction, the wealth that a company in question can produce is determined. Its approach must be comprehensive, based on new tools (mostly digital) that help to understand it in real time. In turn, work strategies and/or work environment are updated and perfected in order to achieve better conditions that translate into greater satisfaction on the part of the consumer or client