To make your best customers "competition resistant," companies must move beyond satisfaction efforts to maximize customer loyalty. While having solid customer satisfaction processes in place is the first step, it's been demonstrated across industries that, even with high levels of satisfaction, there's a strong likelihood that companies can still lose customers. Why? Customer satisfaction revolves around attitudes and opinions, says Michael Lowenstein, managing director, Customer Retention Associates in Upper Darby, PA. "Attitudes are too passive to be a reliable basis for improving processes. We're more concerned with behaviors as they translate to marketplace activity."
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