Page 185 - The New Gold Standard

8

Wow: The Ultimate

Guest Experience

What you leave behind is not what is
engraved in stone monuments, but what is
woven into the lives of others.
PERICLES

As suggested in Chapter 6, customer satisfac-
tion is not enough to ensure business success.
|Recent research has shown that customers who
are only “satisfied” with a company’s service are far less
likely than customers who are “extremely satisfied” to
remain loyal to that business. Specifically, this literature
found that customers who reported they were “ex-
tremely satisfied” with a business were two and one-half
times more likely to make future purchases from that
company when compared to customers who rated their
overall satisfaction as “average.” But what does it take to
move customers from the satisfied to highly satisfied
range?
Like many other business consultants, Jeanette
McMurtry, chief strategy officer for The Hanson Group,
believes that extremely satisfied customers emerge
through memorable and emotional connections forged
between them and a business. Jeanette points out, “This

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