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Do you think customer satisfaction is your business' most important KPI?
Since customer experience plays such a huge role in the purchase decision, how does this impact the weight of customer service at your organization? How much stress do you put on customer satisfaction in relation to other metrics like market share etc?
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No...customer satisfaction means "I got what I expected." Look the word up in the dictionary--it means "enough, no more for me, adequate." Satisfied customers stay with an organization only until something better, more convenient, cheaper, or just plain different comes along. Go for customer loyalty. Loyal customers spend more, spend more often, forgive more, and advocate more. They can be an extension of your sales and marketing efforts. Loyal customers are the engine of growth. Build KPI's around measures of customer loyalty, not around the number of satisfied customers you have.
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