Customer Satisfaction Not Enough
By George Anderson
An article in the Gallup Management Journal says satisfied customers are not necessarily loyal ones and “that without a strong emotional bond, satisfaction is meaningless.”
The article cites Gallup research in a leading supermarket chain. “Fully engaged” customers, who were extremely satisfied with a store and had an emotional connection to it, shopped 32 percent more often and spent 46 percent more than extremely satisfied shoppers who had no emotional bond to the chain.
Moderator’s Comment: What is the difference between
stores that develop emotional connections with their shoppers and those that
Anderson – Moderator]