Look for "Fans" of your Brand, Not Just Customers

In an increasingly competitive business world, satisfying customers with the service or product that companies sell them, is no longer enough.

Friday, August 5, 2016

Trying to satisfy your customer is always one of the main objectives for companies. However, as the entrepreneur and founder of Virgin Group, Richard Branson says, companies are often not clear on what degree of client satisfaction they aspire to achieve. Do they have low or high expectations? What do they really expect from the product or service they are buying?  

"... In his 1993 book 'Raving Fans', the management consultant Ken Blanchard wrote:... 'If your customers are only satisfied because their expectations are low and because no one else is doing better, then having satisfied customers isn’t good enough anymore.' He continued: 'If you really want a booming business, you have to create raving fans.'” 

In an article published by Martesfinanciero.com, Branson says "... At first glance, that sort of advice might seem obvious, but I am constantly amazed at how many businesses fail to grasp the simple truth that providing a satisfactory experience for customers is just not good enough. If your company is going to stand out from the mediocre masses that populate most industries, you absolutely must set your sights on providing nothing but consistently superior customer service every moment of every day. Don’t aim to match expectations — exceed them. Or at least set the bar very high."  

See full article "Do your customers have high expectations?" (In Spanish)

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