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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