This study aims to examine the strategy of principals at SMK N in Jambi Province. This research approach uses a descriptive qualitative research method with the technique of determining the object of research carried out by purposive. Data collection techniques used are observation, interviews and documentation. While the data analysis technique uses a flowing data analysis model, which includes: data reduction, data presentation, and drawing conclusions/verification. The results of this study indicate that: the role of the principal in implementing strategies to increase customer satisfaction is quite good, meaning that the principal is responsible for carrying out his duties and functions in increasing customer satisfaction. The principal's role in increasing customer satisfaction is first: special programs and academic services that are quite good and increase discipline in serving customers or students. Second: facilities and infrastructure are supporting factors in increasing customer satisfaction. Third: developing the quality of Soft Skill-based graduates in accordance with the expectations of customers and the world of work. Then customer satisfaction also has an impact on the reputation or equity of an educational institution. The conclusion is that the commitment to implementing total quality management can increase customer satisfaction. Because educational institutions must be able to provide life provisions to their students which are used and applied in life. Fulfilling customer satisfaction requires cooperation and responsibility in carrying out their respective duties, customer focus, service quality commitment, implementation and control