Keep the customer passionate:

Customer satisfaction is only the start of the customer relationship.  Customer loyalty is where the serious money is made.

Let me explain using two examples.  I had a problem with my phone carrier; I complained; they pushed back; I complained louder; they fixed it; I am satisfied.  But I am not loyal.  Give me a reasonable option and I might switch.

Now consider loyalty.  I had a four-year-old American car; it died; they said it needed a new engine.  I remembered my two foreign cars that I sold after both were more than 12 years old.  I bought another foreign brand.  After four years I am still satisfied.

But there’s more.  I have become so loyal that I convinced my wife to buy one.  And I tell all my friends to buy one.

That’s the difference between satisfaction and loyalty.  Satisfaction keeps you passive; loyalty makes you passionate.  Now that’s a big difference.

I’m James McIntosh at nonsenseatwork.com

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© 2010 James Henry McIntosh