What is your organization’s goal for customer satisfaction? Are you working as hard as you can to meet their expectations? Staying up late, pulling in focus groups and painstakingly surveying first time guests? Turns out that in most cases that won’t be enough to vault to the top of the heap. In fact, according to Chip Conley, author of Peak: How Great Companies Get Their Mojo from Maslow, satisfaction (meeting a customer’s basic expectations) is only the beginning.
Only the beginning? Yep! What comes next? It’s about understanding desires and then even meeting unrecognized needs. Ever even think about anything beyond taking care of basic expectations? Ever go the extra mile and work at discovering what their desires are? Hmmmmm. This is a different ball game.