2. We focus on loyalty, not satisfaction
The problem with the “create satisfied customers” strategy is that it will kill your business. Most “satisfied” clients LEAVE — not because they’re dissatisfied, but because “satisfied” is no longer enough.
“Satisfied” clients perceive you as doing a good job — but that’s all. And “doing a good job” is no longer very compelling, particularly when competitors promise the same result at a lower cost … completed faster… or using a newer technology.
So why would a client not test those promises, if he’s only “satisfied”?
Salespeople almost universally overestimate the percentage of their clients who are “very satisfied.” They cite the facts that their clients have never complained and they continue to buy. But both are true for both “satisfied” and “very satisfied” clients. That means many of the clients who appear loyal are actually VULNERABLE.
The only way to create a “very satisfied” customer is to prove that you understand that individual better than any one else … AND that you will act on that understanding. It’s a difficult standard; it’s also what The Penny Process measures.
How we're different:
If you’ve seen the mention of “a survey” generate groans of “Not another one!” from your team and your clients, you’re not alone.
But both groups experience the Penny Process as completely different.
There are at least 5 key reasons why:
- Actionable client insights, not generic trends
- We focus on loyalty, not satisfaction
- An ROI that is dramatic and proven
- Salesperson and client buy-in
- An ongoing process for growth AND development
Email firstname.lastname@example.org to learn more about how The Penny Process can benefit your company.