Wow! Exciting customers, creating value

Customer satisfaction programs may be extremely helpful in retaining customers, but they do not tend to attract new ones and do not necessarily encourage customers to pay a premium. In times of product proliferation and more than 3,000 advertising messages a day, it is no longer enough to merely satisfy expectations. Incremental changes intended to optimize customer satisfaction only have a limited effect on purchasing behaviour. Companies that want to acquire customers for the long haul must surprise, thrill, and captivate them. In short: they need to excite them.

link: McKinsey & Company





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