13 March 2003

Customer Satisfaction Doesn't Count

If you don't make an emotional connection with customers, then satisfaction is worthless

by William J. McEwen and John H. Fleming
Despite almost everything you have read, satisfied customers aren't necessarily good customers -- or loyal ones. Gallup research and case studies reveal that unless clients are emotionally connected to your products or services, they'll leave. Here's how to find out if they're really engaged.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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John H. Fleming, Ph.D., is Principal and Chief Scientist -- Customer Engagement and HumanSigma for Gallup. He is coauthor of Human Sigma: Managing the Employee-Customer Encounter (Gallup Press, November 2007).
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See also
Customer Satisfaction: A Flawed Measure
Show Them Some Love
Driving Organic Growth in Retail
Time for Banks to Prune Their Branches?
Customer Satisfaction Is the Wrong Measure
Why Satisfaction Isn't Satisfying
Getting Emotional About Brands
The Constant Customer

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
Copyright ©2009 Gallup, Inc. All rights reserved.

Copyright © 2009 Gallup, Inc. All rights reserved.
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