8Wow: The Ultimate Guest Experience
What you leave behind is not what isengraved in stone monuments, but what iswoven into the lives of others.
PERICLES
As suggested in Chapter 6, customer satisfaction is not enough to ensure business success. Recent research has shown that customers who are only “satisfied” with a company’s service are far less likely than customers who are “extremely satisfied” to remain loyal to that business. Specifically, this literature found that customers who reported they were “extremely satisfied” with a business were two and one-half times more likely to make future purchases from that company when compared to customers who rated their overall satisfaction as “average.” But what does it take to move customers from ...
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