Satisfaction Isn’t Good Enough

All the talk in the homebuilding industry – and in most every industry for that matter – is about the much sought after “Customer Satisfaction”. It seems that JD Power is everywhere these days and companies around the globe are chasing the elusive goal of #1 in Customer Satisfaction.

Sounds great, doesn’t it? But is customer satisfaction all that it’s cracked up to be? Is it really the end-all of success in taking care of our homebuyers? Best-selling author Curt Coffman says, “Not necessarily”.

The fact is, according to a recent Gallup Organization study, the drive towards customer satisfaction doesn’t really get the job done unless the customer is more than satisfied. They must be delighted, elated, and fully engaged. The study points out that the attrition rate of customers who are merely ‘satisfied’ is no different that of customers who are dissatisfied. Only the fully engaged and delighted customers can be counted on to be loyal to a customer.

In your heart you know this is true. Think about a company that delights you, a place of doing business where you feel ‘fully engaged’ in the process. Are you loyal to that company? Of course you are. Now compare that with a company that merely ‘satisfies’ you. You’re not hacked off, but you’re not elated. Are you loyal to that company? Probably not.

I love the Cheesecake Factory. I am delighted with the food and the experience. I go there often and I talk about the company frequently. I am a loyal customer. I am satisfied with Chili’s. Nothing to write home about, but it’s a decent meal when I’m out and about. And if another restaurant opened up next door I’d try it out.

What are you doing to drive customer engagement, customer delight? Your future success (in the form of referral business from homeowners, Realtors and general traffic) depends on your actions in this critical area of customer care.