Customer satisfaction hit a 20-year high, in the latest American Customer Satisfaction Index.
The index tracks how happy people are with their shopping, buying and consumption experiences.
On a scale of 100, the index read 76.8 in the fourth quarter of 2013.
Claus Fornell says one reason for the result is the recession and the slow economy that followed made it harder to find and win customers.
So companies, and their employees, especially those in the service sector, are trying harder to please their customers.