Companies need to do better in pleasing and exciting their customers. It’s all about the satisfiers, not the dissatisfiers.
Originally posted on Retailing: From A to Z by Joel Evans:
As we know, customer satisfaction alone is often insufficient for generating and sustaining long-term customer loyalty. It is important to exceed customer expectations whenever possible and drive greater customer passion.
Consider these findings from a recent Responsysstudy of U.S. adults, as reported by MarketingTechBlog:
73% of people want a long-term relationship with companies/brands that reward them for being loyal.
Just 32% of people say that the companies/brands that they love only send them offers/promotions in which they have an interest.
One-third of people say they have “broken up” with a company/brand because because of poor, disruptive, or irrelevant marketing messages they have received.
53% of people who say they have broken up with a company/brand have done so because they regularly receive irrelevant content via multiple channels.