Beyond Satisfaction

Although marketers wouldn’t dispute that satisfying customers is always important, one of the common misconceptions among them is that satisfied customers become loyal ones.

The fact is, customer satisfaction is merely a requirement, much like offering quality goods and services. Customers expect it, and any firm that can’t deliver likely will be out of business before long.

The key to building long-term relationships with customers lies in exceeding their expectations, not simply meeting them. But that isn’t easy. It demands a shift from a focus on company and product to one centered on customers.

Here are actual examples of customer-centric practices that enabled organizations to drive toward loyalty.

Acceptance and Commitment

Every interaction with a customer is an opportunity to strengthen the relationship. Recognizing and acting upon these opportunities requires acceptance and commitment across the organization.

Several months ago, my friend Jim was hurriedly packing for a business trip. During the first leg of his flight he realized that he had neglected to pack a pair of dress pants for his early meeting the following day. Worse still was that he would not arrive at his final destination until shortly before most retailers close for the day