Why Aspire to Delight Customers Rather Than to Satisfy Them

"Erik: Why should customer delight be a key performance metric? Alan: I think that we have to basically move beyond just satisfaction. Satisfied customers don’t necessarily renew their contracts. Lots of research will substantiate that. Delight, to me is something that is quite honestly that a virtuous circle between a service performer or a service technician and a customer. It basically creates a virtuous circle. Quite honestly we also get use to a certain level of an experience and we want to push, right? We want to continuously try to stretch beyond that. We also want our service teams and our managers and our leadership teams to do extra ordinary things and to be recognized for it. I think that is essential. I talk to so many of our teams in the field. A big, big part of what really gets them out of bed everyday is being recognized. And that to me is just essential in a great organization. So, we measure it because we want to know obviously how we are doing in the eyes of our customers and we also want to know who are our best performing CEs and basically provide a career path for them, particularly in the area of coaching. We want to basically – our best performing people to be advocates for their role so we can basically move people up a career path."