More than Mere Satisfaction

Satisfaction isn't enough; you must thrill your customers with each job.

Over the past several years, organizations have stressed their dedication to customer service. They have touted their commitment to satisfy every customer and their goal of 100-percent customer satisfaction. They have advertised their successes at meeting this goal—or at least approaching it. I have read about companies that proudly proclaim a 98 percent satisfaction rating. Others have slogans like "your satisfaction is guaranteed."