Throw the Window Out of Customer Satisfaction

- "You must satisfy your customers or you can not build a business"

It was a title of a book that really sparked my curiosity. I noticed this book at the airport in Mumbai. I was a little 'stunned to see this book. 276 pages of supporting a statement that I disagree with all of my programs 'sales training' -.

The reason I disagree with the line "satisfaction" (This is a bad joke at that) is that every company on this planet is hoping that their customers continue to buy from them. Everyone hopes that their customers will spread the 'word of mouth' about how great our products or services and how good it is doing business with us. Each company then hopes to capitalize on this 'feel good' and encourage more people to do business with them.

This is not customer satisfaction. This is customer loyalty.

So I bought the book. I was really curious as to what the author thinks. How will he prove wrong? He did not. At least I'm not convinced. I'm not trying to criticize the book here, I think it is a good compromise. There are a lot of interesting ideas in there. However, the 'title' is not apt.

The author stresses the importance of timeliness - fixing something that went wrong at once. This leads to satisfaction. I agree it does. So what's the problem? The problem is really that 'Satisfied' is the lowest level of customer service. Any 5-star hotels all over the world will guarantee satisfaction. Can be solved in time,-something that went wrong. They can provide in a few seconds, everything that could make it more comfortable - by a hair pin to a computer. They will do so and, thus, to ensure satisfaction. Can guarantee loyalty? Despite their loyalty programs 'much on the lines of' airline award miles can not expect loyalty.

One can say that satisfaction leads to loyalty. I can guarantee with absolute certainty that you have a lot of customers who are never satisfied (completely), but still remain loyal to you.

The true measure of success is loyalty. Do not think that in your relationships with customers should be concerned about anything, but these two things:

1 - will be able to do business with me?
2 - Will you refer me to another client?

This is the only real measure of success.

The real stupidity of satisfaction can be found in the airline industry and telecommunications companies -. JD Power awards for customer satisfaction, and companies will give a,-put banners on the wall, proclaiming the victory. These airlines, as for the most recent statistics from the Ministry of Civil Aviation, loses 20% of their customers every year and have the highest number of complaint numbers of any business around the world. -

You need to understand what drives loyalty. Corporate mission statements talk about exceeding the expectations of customers and shareholders values, etc. I have yet to meet a mission that speaks of loyalty. The reason could be that it is much more difficult to achieve and requires a huge commitment from management of high-level of service. Some people believe that things like airline miles could drive loyalty. Well, he is forced loyalty and support. The essence only real loyalty is perceived-value service with a memorable (not mere satisfaction).

Here's the secret: Loyalty Loyalty breeds. Loyalty must be given before you get. Companies must be faithful to its directors, employees, product quality and service excellence. They must invest in loyalty. If you are not loyal to your employees, will not be faithful to your customers and vice versa, simple! Ask companies such as Nordstrom. -Ask anyone who leads their field, and will do everything I say "Great service breeds customer loyalty. 'Satisfaction is the lowest measure of' good service. 'I cite an example written in one of my previous articles.

Father wanted to buy a pony for her young daughter. There were two ponies for sale in his city. Is equal in all respects. The first man told the father that he wanted Rs 5000 for his pony - gave him a list of customers satisfied with their contact numbers. All were positive. But the second man was selling her pony to Rs 7500.

The second one said to his father who wanted his daughter to try the pony for a month before he has to take any decision to purchase. He offered to bring the pony to his father's house with the race of one month of hay to feed the ponies. He said that he sent his own groom to show the child how to groom and care for the ponies.

Finally he said that at the end of 30 days had to drive to their house and take back the pony, and clean out the barn - or ask to be paid Rs 7500.

Which pony you believe that his father decided to buy them for his daughter.-Obviously, it was no contest. -

If you concentrate on making your customers win, to help them and creating a culture of service rather than a sales culture - Loyalty and Sales will be done automatically.

Here are some ideas to integrate loyalty:

1 - Identify the reasons why customers expect 'service' and remedial 'satisfaction': Example: "I expect the airline to be on time, no good food when it's late"

2 - Remove the barriers that prevent people from reaching you: - 'voice mail. automated systems for customers (such as call center bank), halfway through the cooking site where they can not get to first 24 hours.

3 - Call your most loyal customers, the top 5 or 10: them, ask why they are loyal to you. I guarantee surprises.

4 - Check loyalty within your company:-people are loyal to the organization. Real measure of this: they are referring to their friends or acquaintances to work with you?

5 - Having a retreat with your people and generate new ideas that will make it easier to do business with you.

6 - Everything has to start at the level of senior management - otherwise forget you ever read this article.

7 - Get rid of measuring your success with the sales numbers are targets.-stupid. Measure the repeat business and references required. Approval is easily measured - Just doing a quick count of customers lost to competition. Someone has offered them a better service.

yours,
Chetan Walia

* Pony example cited by the marketing of a book by Jay Abraham .......