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Home Insider Blogs Brent Williams's Blog Satisfied Residents Are Not Enough
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Apr 22
2008

Satisfied Residents Are Not Enough

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Posted by: Brent Williams on Apr 22, 2008 19:00

Came across an interesting blog post today about customer satisfaction. The Consumer Electronics Association prepared a satisfaction survey earlier this year that discussed customer satisfaction and their decision to buy again from that provider*. Well, as you can see, having a satisfied customer doesn't really get them to the goal they anticipated. Instead, only the "Very Satisfied" customers seemed to really be impacted enough to be a repeat customer.

So why didn't "satisfied" produce greater results? Without more information, it's really hard to say, but I wonder if these results go back to Hygiene Theory I blogged about several months ago. What if being "satisfied" really just meant that the company had met their basic expectations, and nothing more? In other words, they provided what they were supposed to provide, but didn't "wow" them or go above and beyond. Those who were "Very Satisfied", however, may have felt that their basic expectations were met, but there were also additional perks that really provided the reason to continue to buy from that company.

Of course, this is all speculation, but it's worth thinking about. Regardless, it does show that providing adequate service or a product that just barely gets the job done won't cut it with your customers.
* Could not find source document


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