The term ‘satisfied customer’ is an archaic one. It comes from an era of thinking that a satisfied customer is a loyal customer.

In the digital age, with the competition just a click away, how can you turn a satisfied customer into a loyal customer?

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Below is an Autogenerated Transcript

The term customer satisfaction is an old one and it comes from an era of a satisfied customer as a loyal customer, Not Anymore!. You can get satisfied by a lot of companies. It doesn’t mean you’re loyal at all because the competition is one click away.  The competition could be a new digital entrant you’ve never heard from before but the messaging is good. You say, “let’s give it a try”. We have one friend that recommends it and off you go. Five years of loyalty to this other organization just evaporated. So what came after satisfaction was a focus on delight. Well, if we delight the customer with moments of magical amazement and personal touch, OK.  

But that was too ad hoc. It wasn’t consistent. So then the field and I’m talking about it as a guy who’s been in the field. For experience, we started looking at the journey and end to end and the customer life cycle that was all valid.  Then we realized the purpose. The experience was to secure loyalty. But then in the world of social media, it wasn’t just loyalty. I wanted your advocacy, please be an ambassador,recommend us to a colleague or a friend. 

Now covid has really accelerated this. The whole field is moving into what I call the world of customer authentic customer care, where you have a commitment to the well-being of the customer. Not just satisfying them in a transaction.You’re interested in more than what was the conditions of satisfaction, the terms of the contract,  the price,  the deliverables and the KPIs you want to know, why they came to you, and what is it that they really want in their future. Then you commit yourselves to enable and help them achieve that future. That kind of customer care you’re not going to get from the guy who sells cigarettes. But you’re going to get it perhaps from companies that are thinking much longer term about developing a partnership with their customers and not just having a group of satisfied customers.