Why Customer Satisfaction isn't Good Enough

Topics:
Brand Management
Tags:
Branding,
Customer Satisfaction,
Marketing,
Product Marketing
Source:
allaboutbranding.com

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Overview: Although the goal of satisfied customers is all well and good, it misses the point in any strategic branding effort for many reasons. Satisfaction is important, but in the customer economy, it is no longer enough. Customer satisfaction provides little guidance about what's wrong, how to fix it or even whether a customer is worthy of satisfaction. Even worse, it provides relationship to increased profitability or customer equity. This document suggests that you should stop looking for warm-and-fuzzies from customers, and start looking for the definitive ways they hold you accountable to their bottom line.

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Format: HTML | Date: Jan 2003 | Pages: 1

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