We’ve all heard it, “customer satisfaction is not enough.” But why not?
I recently stayed at a hotel that satisfied me. They were competent in delivering a clean room at a reasonable price, but I have no intention to stay again. If I received a coupon from a competitor in there town I would be easily lured away. How fickle am I, the hotel was fine but fine did little to keep me loyal to them.
Satisfaction for a businesses is simply a ticket to admission. If you can’t figure out how to satisfy your customer, you might want to try a different business because yours will be short-lived. The next and more important levels of customer engagement go to repurchase intent (fueled by brand integrity), pride in purchase (driven by emotionally engaging brand values) and brand passion (created by memorable or personal service).
How are you measuring your customer reaction?
Does your metric link to your competence or to your practical and emotional significance in the life of the customer?
What if a customer received a coupon from a competitor today? Would they buy from you tomorrow?
Joseph A. Michelli, Ph.D. is a professional speaker and chief experience officer at The Michelli Experience. A New York Times #1 bestselling author, Dr. Michelli and his team consult with some of the world’s best customer experience companies.
Follow on Twitter: @josephmichelli
I totally agree with you on this one. If there was another hotel that offered me a coupon at a better rate and it was of the same quality, I would definitely be there.
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