Don’t strive for satisfaction - Seek out the extremes!
Wednesday, March 19th, 2008I am so sick of companies and marketeers focused on achieving customer satisfaction!
This is absolutely the wrong focus: this is the pursuit of mediocrity.
mediocrity - WordNet®
noun
1. ordinariness as a consequence of being average and not outstanding [syn: averageness]
2. a person of second-rate ability or value; “a team of aging second-raters”; “shone among the mediocrities who surrounded him” [syn: second-rater]
In today’s market, satisfaction does not guarantee a returning customer, it does not offer you assurance of word of mouth, and it doesn’t prevent that customer from telling others about poor experiences associated with your company or product.
Satisfaction is directly tied to the difference between expectations and experience. I can be satisfied with poor service when that is what I expect (and believe me, I expect poor service these days).
I can be unsatisfied when I have high expectations which are net me. Rarely does this modify my behavior. Instead, I typically adjust my expectations.
As a producer of goods or services, there are two dimensions that I can use to change customer satisfaction:
a) I can work hard to lower the expectations of my customers
b) I can work hard to improve the experiences of my customers
Further, when its time to report on these results… how should I determine how I’m doing? The most common practice is to average the results. It is very easy to miss out on important details using this method. For example:
| # | Value 1 | Value 2 | Average |
| 1) | 0 | 10 | 5 |
| 2) | 1 | 9 | 5 |
| 3) | 2 | 8 | 5 |
| 4) | 3 | 7 | 5 |
| 5) | 4 | 6 | 5 |
| 6) | 5 | 5 | 5 |
Now… unless you drill-in on the details there is no discernible difference in these results. What have you learned?
Now, let’s say you actually drill into the results. Now, which would make you happiest? Are you drawn toward Sample #1? Or Sample #6?
My advice: Pursue the extremes! Don’t seek satisfaction. Seek passion! Don’t look for the average, the middle, the mediocre, look for those whose opinion is on the edge, and as a result, is going to be compelled to say something about their experience. That is where your reputation will be made or destroyed. That is where your profitability will skyrocket or plummet.
