howtocreatedevoted‘’customersapracticalguidebyandyhanselmanUKconsultantsaysforgetdelighted“‘’customers,startthinkingdevoted‘’customers”‘devotedcustomers?’notsatisfiedcustomers‘’notevendelightedcustomers‘’why86%ofdefectorsexpresssatisfactionwiththeprevioussupplierfrederickreicheld–theloyaltyeffect‘’soforgetsatisfacti‘on’thinkdevoti‘somecustomershavehighexpectationssomecustomershavelowexpectationsallcustomerseitherhaveagreat‘’experienceorapoor‘’experiencelookatitlikethishighexpectationslowexpectationsapoor‘’experienceagreat‘’experiencehighexpectationslowexpectationsapoor‘’experienceagreat‘’experience‘delighted’‘delightedcustomers’aresurprisedbythelevelofserviceyouprovidearesurprisedbythelevelofserviceyouprovide(positivelysurprisedplease!)so‘delighting’customersisagood‘start’buwithtimeexpectationswillrise(whichisagoodthing)thechallengeistoconsistentlydeliveragreat‘’experiencehighexpectationslowexpectationsapoor‘’experienceagreat‘’experience‘devoted’why‘devotedcustomers’stickwithyouspendmoreshoutaboutyoutothegoalthereforeistocreate‘devotedcustomers’how“themoreyouengagewithcustomerstheclearerthingsbecomeandtheeasieritistodeterminewhatyoushouldbedoing”JohnRussell,President,Harley-DavidsonEuropesogiveyourcustomersadamn‘goodlistening44%ofconsumerssaythemajorityoftheircustomerexperiencesareblandsostandinyourownqueuesidentifyyourbarrierstogivingagreat“ineverysingleindustrythereisnowovercapacityofproductionandlackofcapacityintermsofpeople”sirmartinsorrell,chiefexecutiveWPPsothink3Ddramaticallyanddemonstrablydifferentbeitsanongoingprocess’bean‘enemyofthestatusquoaiforthihighexpectationslowexpectationsapoor‘’experienceagreat‘’experiencehighexpectationslowexpectationsapoor‘’experienceagreat‘’experiencesoraisethebar“standoutand”deliverconsistentlyitsnoteasy’occasionallycustomerswillhaveapoor‘’experiencehighexpectationslowexpectationsapoor‘’experienceagreat‘’experience‘disappointed’sospotdisappointment...
