Many companies struggle to create loyal customers. Even companies with very active customer experience efforts can have a hard time building loyalty. One of the reasons for this difficulty is a fundamental misunderstanding of how loyalty and satisfaction are connected. So I’ve created this graphic to teach an important principle:
Loyalty is not the opposite of dissatisfaction. Eliminating dissatisfaction is often a necessary, but not sufficient step for creating loyalty. Here are some things to keep in mind:
- Dissatisfies are often “must-have” features (spend a few minutes learning the Kano Model), eliminating them only leaves the customer with a neutral feeling about your company.
- When you do analysis on your voice of the customer data, you should separately identify (and work on improving) drivers of satisfaction and drivers of dissatisfaction.
- Users of the Net Promoter Score will also find the same connection; creating Promoters requires a different set of activities than eliminating Detractors.
- Drivers of loyalty are often more unique across customer segments than drivers of dissatisfaction.
- You can’t create a lot of loyal customers until you consistently eliminate areas of dissatisfaction, so start there.
The bottom line: Don’t just eliminate dissatisfaction.