Why we should all strive for greater than 'satisfaction'

My first two blogs entries have both been regarding Customer Satisfaction Surveys, which businesses will often use to ascertain from their clients how they are performing and how they can improve. But I have never been comfortable with the industry term 'customer satisfaction' if I am honest, or more specifically with the word 'satisfaction' being used in this case.


Satisfaction to me implies contentment. The Oxford English Dictionary defines satisfaction as the 'fulfilment of one's wishes, expectations or needs'. So as a supplier if you have satisfied the client it could be said you have done enough to please the customer, even if it is just enough. You have met the needs laid out; even it is only by a whisker.


In some ways this is all well and good. A satisfied customer will not normally complain, and they will normally pay the invoice. So everything is fine, right? But anyone aiming for a long term relationship with a client should surely aim for more than this. 'Satisfaction' doesn't necessarily equate to brand loyalty. People's favourite products or services reach much higher than this. No-one has ever rushed into a room and said 'everyone, I have to tell you about this satisfactory service I received the other day!'


A 'satisfied' client would happily use your services again, or they may be swayed by a more attractive price, a special offer or a persuasive salesperson. However, a 'delighted' or 'fanatical' client is more loyal and less likely to go with another competitor. Why would they? When you are doing such a fantastic job.


So if you are conducting some Market Research with your clients, or even less formally looking to gauge their opinions, never settle for a satisfied client. Always look for a way of finding out how to improve the service you offer or improve your relationship with the customer. As it is these customers who will be singing your name from the rooftops, and will always come back for more.


JG




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