Why You Should Never Satisfy CustomersMany companies proudly state that “We want you to be completely satisfied” or “100% customer satisfaction guaranteed” or similar sentiments. And while customer satisfaction seems like a good idea—you don’t want your customers to be upset, after all—it’s actually a recipe for disaster.

Here’s why.

If a customer is “satisfied” with you, it doesn’t necessarily mean they’re happy. It just means they aren’t dissatisfied. That’s a pretty low bar.

A satisfied client is a neutral client. They got what they expected. The experience didn’t suck. Whoopee.

You get no points for doing what was expected. You get no credit for leaving your customer in a neutral state of mind. You’re acceptable. You’re okay. You’re decent.

Which is dangerous. Because a satisfied customer will go to one of your competitors for the slightest reason—a lower price, a new product, a little closer to them, whatever. Often a satisfied customer will try someone else just for the novelty. After all, what have they got to lose? If all they are is satisfied with you, then you’re just an option to them.

A delighted customer, however—a customer who loves you—will stick with you. They’re far less likely to try another company because they already know they’re going to have an exceptional experience with you, and the odds of having a similar experience with your competitor are minuscule.

Which means if you want to boost your customer loyalty, you need to leave your customers more than satisfied. You need to leave them feeling:

• Happy
• Grateful
• Relieved
• Proud
• Delighted
• Cared about
• Excited
• Confident
• Appreciated
• Special
• Thrilled
• Surprised
• Ecstatic

That’s a lot harder to do. Which is why so few companies attempt it. But those that do see stronger customer loyalty, better word of mouth, more sales, and higher profits.

If customer satisfaction is your goal, you’re aiming too low. You can and should do better. It requires more effort, but you’ll reap more rewards. Don’t ever be satisfied with satisfaction.