Four Rules of Customer Satisfaction and Building Customer Loyalty

If sales are the engine that drives your business, then good customer service and building a high level of customer satisfaction is the fuel. Your ability to satisfy your customers to gain customer loyalty is the critical determinant of your success in driving sales and growing your business. There are four levels of customer satisfaction, all based on the degree to which you meet customer expectations. The higher the level you achieve, the more you will build customer loyalty and the greater will be your success.

Rule #1: Build Customer Satisfaction by Meeting Their Expectations

The minimum requirement to simply stay in business—to survive—is to meet the expectations of your customers. At this level, your customers have no complaints. They are satisfied for the moment but at this point, customer loyalty doesn’t exist. If a competitor demonstrates that it can and will do more than merely meet their expectations, your customer will very quickly become ex-customers. Moreover, if you fail to meet their expectations, perhaps only one time, they will leave and give their customer loyalty to someone else who will. It can be instructive to observe your local merchants—true entrepreneurs.

Rule #2: Exceed Customer Expectations

This higher level of customer satisfaction is reached by surprising your customers, going beyond what they expected. Fast, friendly, and good customer service, followed up by a phone call to make sure everything is all right, might put you into this category. So does a product or service that is a cut above that of your competitors. The second level of customer satisfaction moves you beyond mere survival, building a measure of customer loyalty and giving you an edge over your competitors. It can also increase your profitability. Customers who experience the kind of service that exceeds their expectations are often willing to pay for it, enabling the supplier to raise prices and thus improve profit margins.

Rule #3: Remember, Delight Brings Customer Loyalty

Have you ever experienced a level of good customer service that not only exceeded your expectations, but actually brought a smile to your face? A customer served at this level is truly delighted. Not only have the customers’ basic needs been met, or even exceeded, but they have truly been touched on an emotional level. And once customers have enjoyed this experience, you will gain customer loyalty and it will be very difficult for a competitor to pry them away. When you delight your customers, you are on the way to creating an exceptional and highly profitable business. There are countless cost effective ways to delight your customers and build your customer loyalty. Consider the difference between first-class and coach service on most airlines. To delight your customer is to show that you care—about them. NO wonder it brings a smile to their face! The greater your success in delighting your customers and providing good customer service, the greater success you will enjoy in your business.

Rule #4: Amaze Them With Good Customer Service

This fourth level of customer satisfaction is what will propel your business into the stratosphere. It requires you to, not just meet or exceed your customer’s expectations, nor to simply delight them, but to truly amaze them. When you are able to accomplish this on a regular basis, you will be in a position to dominate the marketplace and achieve remarkable rates of revenue growth and profitability. Examine your business. How might you amaze your customers? The only limit is your own imagination.

Thank you for reading this post on developing good customer service and building customer satisfaction to improve your business success! Please share with your friends and family if you enjoyed it!

About Brian Tracy — Brian is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian's goal is to help you achieve your personal and business goals faster and easier than you ever imagined. You can follow him on Google+, Twitter, Facebook, Pinterest, Linkedin and Youtube.

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  • emaingapalgep

    I wanted to distinguish what can help a bee in at one’s animation so that’s about it not who could not give an exact answer.

  • Henrysnow

    Thanks Mr Brian dis is a wonderful article.its giving me more than a push now.can i have more of such sent to my mail box. I would appreciate it. Thanks to Brian team members too

  • Banke

    I will like to share this with my friends. So please can this be sent to my email so I forward it to them. I absolutely love this article. Thank you for this!!! My email address is stated above. Thank you!

  • Discover Your Treasure

    In previous step of my life steps, I had to work as a customer service agent. I watched customer needs and learned how people thing about satisfaction. In fact all people looks at getting something free or something extra with the same price or value.

    But most of them really appreciate the honest care of them. They want to find you when they want you. They don’t want to feel loss with your product/service. Otherwise, they leave you, and you know that: We are in Free market competition.

    More than thanks Brian. You are really my lozenge in success.

  • Justin Mazza

    So true Brian. I worked 11 years for a retail store that was legendary with its customer service. I think that is why they are still in business after 100 years.

    Customer service is key when it comes to customer retention.

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