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