Why Customer Satisfaction is Not Enough

It is a mistake to confuse satisfied customers with engaged customers. Study after study show that there is no correlation between customer satisfaction and customer loyalty or engagement. Customer satisfaction is nice to have, but simply it is not enough if the goal is to have customers who return, say great things about you and even go out of their way to do business with you.

Satisfied customers leave organizations every day because they are offered a better (often cheaper) alternative. Engaged customers have an emotional investment in the company, often driven by the employees with whom they interact. They are less influenced by price or a more convenient location. Engaged customers are committed to you because they feel you care about their business.