I Can't Get No Delight
In 1962, Wal-Mart stores began greeting customers with "Satisfaction Guaranteed" signs. In 1965, Mick Jagger wrote and sang "I Can't Get No Satisfaction". If only he shopped at Wal-Mart, might he have been forever satisfied by how white my shirts can be?
Before exploring satisfaction and the importance it possesses for Mick Jagger and all consumers, consider the dreaded disappointment that customers wish to avoid. When asked, most acknowledge that disappointment is rooted in a customer's expectation not being met; perhaps the automotive transmission that failed on Christmas morning, with but 10,000 miles of use, not the expected 100,000+ miles. Not quite the expectation of any consumer for any brand of automobile today.
If disappointment is agreed to stem from an expectation not being met, what word would be used to describe an expectation being met? More often than not, this scenario is defined as "satisfaction," as in "I can't get no." What's even better, when expectations are exceeded, is often termed "delight."
Economically, satisfaction is getting what one paid for, a breakeven result. By contrast, disappointment stems from receiving less than one paid for, feeling cheated, and delight from "getting more and doing so legally." Upon closer examination, who do we tell if we're disappointed by a product or a service and who do we tell when we're delighted? Market research reveals more "telling more friends" when disappointed than delighted. What about results for being satisfied? Here again, market research shows few, if any, actually rave upon receiving a satisfactory result. Why then, if few friends are told about a satisfaction experience, does customer satisfaction continue to rank as a high priority? Wouldn't customer delight make for a more notable achievement, something to write home about, perhaps even sing about..."how much whiter my shirts can be?"
If you're interested in exploring the limitless implications of how we manage customer delight, satisfaction, and disappointment and using this awareness to improve team work in industry, government, and education, through better thinking about thinking, we invite you to join with peers at the In2:InThinking Network 2012 Forum in Los Angeles, California on April 19th through 24th. This year, our ever timely focus will be;
"Leading with Better Questions"
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