Customer satisfaction is worthless

The Shepard Letter ( is an e-mail newsletter devoted to business tips and motivational ideas that is produced by Shep Hyken, CSP, CPAE. He is a customer service expert, professional speaker and best-selling author who works with companies and organizations who want to build loyal relationships with their customers and employees.

I came across an issue that offered Five All-of-the-Time-Must-Do Customer Service Strategies, and I thought these were worth sharing. These are "five great customer service tips that will give any company an advantage over competition and more value for their customers," the article stated.

1. Do not settle for satisfied customers. "Satisfactory is an average rating," wrote Hyken. "The best companies recognize that satisfied customers are not loyal customers. 

"Every employee should ask themselves a question: What am I doing right now to ensure that the next time the customer needs what it is that we do or sell, they will choose us? 

"Most people think of loyalty as a lifetime, but it is really about the next time - all of the time."

2. Get into alignment. Every employee must know what the company expects from them, as well as the brand promise the company makes to the customers, he said. "Create a mantra, which is a one-sentence or less statement that combines the vision and mission of the company, as well as the promise to the customer." 

3. Constantly train. "The best companies budget time and expense for on-going training of both hard or technical skills - the skills needed to do their job - and soft skills - customer service, relationship and personal improvement," noted Hyken. "They don't do this once in a while. They do it all of the time."

4. Create confidence. Confidence comes from a predictable experience, he explained.  "You want customers to own their experience with you, which means that they know what to expect - all of the time."

5. Be amazing. "The best/amazing companies do not deliver over-the-top customer service experiences all of the time," said Hyken. "While once in a while they do, their secret is consistency. They are simply predictably better than average - all of the time."

In concluding the article, he emphasized: "Never forget to show appreciation.  Say thank you -over and over. Customers need to be told how much you appreciate their business - all of the time."

While customer satisfaction has some value, customer loyalty is invaluable.