The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

SATISFACTION: DOES IT MATTER?

Many companies cite “having satisfied customers” as their main goal in a customer-focused initiative. Customer satisfaction is only the entry point, however, and it's not a strong entry point. What does “satisfaction” really mean to a customer? For some customers, it might mean that they received everything they purchased, the way they wanted it, so they could go about their business. Other customers may not be satisfied until they feel that the company has gone “above and beyond” for them. There are even companies that push their customers to state that they are “completely satisfied” with a transaction or experience even if they are not.

For example, I was in and out of the local office of a nationally known car rental company several times last summer while the air conditioning in my car was being repaired. Each time I returned a car, I was asked whether I was “completely satisfied” with my experience. My response to this question varied, depending on which car I had been given, how clean the car was, and how long I had to wait to return it. The one time I was given an upgraded car, I definitely felt completely satisfied! Overall, though, I also felt pressured by the company's employees to always rate them tops in satisfaction. Had I done so, what good would it have done the company, since my feedback wouldn't have been an indication of true satisfaction on my part?

Are You Really Satisfied?

Satisfaction is driven by a variety of factors. Rather ...