Why Customer Satisfaction Isn’t Enough

Customers perceive service in their own unique, idiosyncratic, emotional, irrational and totally human terms. Perception is all there is.

—Tom Peters

Management Consultant

For as long as we can remember the promised land of service-focused organizations—the accomplishment that, once achieved, suggested they’d arrived among the ranks of customer service exemplars—has been represented by two sought after words: customer satisfaction. When customers report being “very satisfied” or “satisfied” on our surveys, we take it as a sign of their continued loyalty, believing they’ll continue to spend their dollars with us and recommend us to others. Yet the truth is that while satisfying customers beats the alternative, ...

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