eBay's (NASDAQ:EBAY) PayPal is currently working to improve its level of customer satisfaction among members. To that end, the company has launched "Customer First," a campaign that places a renewed emphasis on customer satisfaction by reducing the number of "customer pain points." The hope here is that by reducing the number of customer frustrations, PayPal will ultimately achieve higher brand loyalty from its members.

So far, the results look promising.

Year to date, the number of customer issues declined by an astounding 40 million issues compared to the same period last year. As a result, the company's Net Promoter Score has been on the rise, indicating that its brand loyalty is improving among members. Best of all, the company has only addressed more than half of these "customer pain points," implying that even more members are likely benefit from an improved user experience.

In the following video, Fool contributor Steve Heller goes through this development and explains how it could help PayPal in the long run.

Fool contributor Steve Heller owns shares of eBay. The Motley Fool recommends eBay. The Motley Fool owns shares of eBay. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.