Most companies strive to satisfy their customers. That’s why they run customer satisfaction surveys to see if they are succeeding. But is customer satisfaction a worthy goal? I believe satisfaction is the bare minimum of what a customer should get in their experience. Sure it’s perfectly fine that the customer wants your product or service and you sell it to her at a fair price and deliver in a timely manner. But that doesn’t make the experience meaningful or memorable. Providing a consistent awesome experience requires planning and structure often far beyond the desire or capabilities of many companies.
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