Companies need to do better in pleasing and exciting their customers. It’s all about the satisfiers, not the dissatisfiers.
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.