22 Jun Marketing Mistake #63: Being Satisfied with Customer Satisfaction
Challenger Brands subscribe to the theory proposed by Ken Blanchard and Sheldon Bowles in their book Raving Fans: A Revolutionary Approach to Customer Service. In the book, Blanchard and Bowles theorize that “your customers are (likely) only satisfied because their expectations are so low and because no one else is doing it better.”
They go on to express what Challenger Brands already realize, that customer satisfaction is insufficient and that anything less than “raving fan” status is a failing grade. Challenger Brands know that when they have established a new benchmark for expectations in customer service, their customers will voluntarily pass the word along in personal contacts and through their social networking affiliations. Are you a Challenger Brand?