By Adrian Harvey Improving customer satisfaction or ‘CSAT’ is considered to be the Holy Grail of the marketeer. Measuring how to increase and improve CSAT has become a science and often executive bonuses have an element aligned to CSAT increase. But what is customer satisfaction, how is it measured, and why is it more important than ever before? In a nutshell, consumers have more information at their fingertips than ever before thanks to the internet.This coupled with the explosion of the availability of high speed Internet has made the world a much smaller place. The world is really the customer’s.