Customer Satisfaction Process Item 8: Continue

Evolution of the Product or Brand

When the successful customer satisfaction process is unleashed, the product offering and brand begin to evolve in ways customers appreciate. This leads in new directions. Successful change typically means greater sales and greater market share. These come about through improved customer retention, which in turn is the direct result of customer-driven innovation.

Moving Target

The need for a successful customer satisfaction process never stops, because progress is only temporary. Changing market conditions, tougher competition and escalating customer expectations are unavoidable. The satisfaction process must be managed in order to maintain and grow market share and profitability.

Manage Loyalty

When a successful satisfaction process is in place it may be beneficial to make a concerted effort at managing customer loyalty. Loyalty efforts can be out of place if the price/value relationship is not attractive, if the product does not have high quality, or if the brand is not being well managed.

After the customer satisfaction process is being well managed, loyalty can be addressed by adding it to the satisfaction process. First, include loyalty metrics in the measurement system. Then look not only for leverage points that improve satisfaction but also loyalty. For example, customers may be satisfied by a warranty, but made loyal by a lifetime guarantee. Loyalty often comes from customer "delight" which can only be reached by passing through progressively higher degrees of customer satisfaction.

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