The South African Customer Satisfaction Index

Who has the most satisfied customers and how do you compare to your competitors?

The South African Customer Satisfaction Index (SA-csi) is an independent national benchmark of customer satisfaction of the quality of products and services available to household consumers in Africa.

SA-csi is the first internationally benchmarked independent, comprehensive national customer satisfaction index in Africa.

With a license agreement with the well-established American Customer Satisfaction Index, the SA-csi has global scientific credibility and proven causal links to business performance.

Impact on business performance

As a business performance tool, the SA-csi is used as a strategic tool for gauging the competitiveness of individual firms and predicting future profitability.

As measured by the SA-csi's methodology, an organization's customer satisfaction performance provides a predictive indication of how well the firm will perform in terms of future revenue and earnings growth.

Scientific, predictive model

The SA-csi measures customers' level of satisfaction with your business, as well as other competitors in your industry. It uses a model that is proven to capture customers' satisfaction across brands, industries, sectors, and countries.

The SA-csi is a causal model that links customer expectations, perceived quality, and perceived value to customer satisfaction (the SA-csi score), which in turn is linked to customer complaints (and recovery) and customer loyalty intentions.


The SA-csi will provide a competitive landscape view of which company in your industry has the most satisfied customers and which company is below par. Which companies are exceeding customer expectations, and which are not.

Which customers have customers so loyal that they can charge a premium. Overall, the SA-csi will comprehensively predict customer buying behaviour, retention, and growth.

Sustainable competitive advantage

The SA-csi is a proven methodology that has helped countless organisations achieve a sustainable competitive advantage by understanding customers, knowing the competitive landscape, and competing on a critical driver of business performance, namely customer satisfaction.

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