14 May 2006

Customer Satisfaction?

Customer satisfaction is important, but it is not the critical success factor in customer retention.

Satisfaction does not necessarily guarantee loyalty, but it is definitely the minimum requirement of achieving customer loyalty. Jeffrey Gitomer writes a book named Customer Satisfaction is Worthless: Customer Loyalty is Priceless. The name speaks for itself.

Instead of always identifying ways to deliver customer satisfaction, which is like running forever without a final destination, it is time to shift the focus on how to prevent customer dissatisfaction from happening. Strategies, however well planned, could still go wrong. Contingency plan is required in case of unexpected changes.

Every enterprise wants to win, and knows how to win, but not every enterprise knows how to handle setbacks.

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