Customer Loyalty v. Customer Satisfaction
Rohit Bhargava posits that good service alone won’t win lasting loyalty. A big part is that emotional thing called brand affinity.
“The fact is, in today’s market customer satisfaction doesn’t matter as much as customer loyalty. So how do you generate this loyalty? A small part of that may be your customer service. A greater part is whether your product or service actually delivers. The rest depends on the personality of your brand and whether it gives people a sense of belonging and participation that makes them unlikely to switch no matter what else comes along. That last part is what word of mouth marketing focuses on. It’s what social media can be great at igniting. Most importantly, it’s the one thing that only the best companies ever figure out.”