For Business Process Professionals

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December 27, 2004 From Satisfaction To Loyalty Building Emotional Bonds Through Next-Generation Service by John Ragsdale with Jessica Harrington

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Executive Summary

Customer satisfaction is not the end goal. Companies in more industries are realizing that loyalty, not satisfaction, is the Holy Grail for more profitable customer relationships. For contact centers and customer service organizations, customer satisfaction may not even be within their realm of influence. However, these departments can play a strategic role in pushing customers from logic-based satisfaction to emotion-based loyalty. But such a transition will not occur without changes to organizational structures and core company philosophies, as well as leveraging new service technologies.

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