When I see a business tout that, “Customer Satisfaction is Our Goal,” I know their prospects for future growth is minimal at best. Companies that target the mere satisfaction of a client have lost sight of the meaning of the word; they have forgotten that satisfaction is simply another word for acceptable.
Customers don’t brag to their friends and colleagues about being satisfied. Rather, they want to be surprised, delighted, thrilled, and even wowed. It’s little things like delivering merchandise early to an event, removing polybags from apparel so the client doesn’t have to do it, developing a packaging experience that creates wonder in your client’s target audience, or even writing hand-written thank you notes.
A “satisfied” customer may help maintain your business, but it is not an engine of growth as people generally don’t share things that are merely acceptable. On the other hand, a client who is consistently wowed will share that experience with the world.
If you are not actively finding ways to habitually deliver amazement, joy, and inspiration to your audience, you are missing a key ingredient that will set yourself apart from your competition.
Bill is president of PromoCorner, the leading digital marketing service provider to the promotional products industry, and has over 17 years working in executive leadership positions at leading promotional products distributorships. A featured speaker at numerous industry events, a serial creator of content marketing, immediate past president of the Promotional Products Association of the Mid-South (PPAMS), vice president of the Regional Association Council (RAC) board, and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, and developing branding that resonates with a target audience. He can be reached at bill@PromoCorner.com.