Leaders in all types of industries talk about improving “customer satisfaction”… important, I agree. However, I would argue that a “satisfied” customer can (and many times will!) take their business elsewhere. Sometimes from lack of awareness, sometimes from a better offer, and many times from a simple feeling of neglect.
An engaged customer is one that feels a part of the team…a central cog to the business. Satisfied? Sure. Appreciated? More than likely. Willing to spend or buy? Absolutely!
The difference in engagement and satisfaction is many times the actual experience of the interaction and the depth of follow-up, follow-through and feeling like an important part of the service delivery staffer’s day.