Great customer service is something that has never gone out of style. It has proven time and again to be a catalyst for business growth across companies of all sizes within many different industries. Companies that provide A+ service do more than satisfy our needs. Their stickiness is built upon a solid foundation of meeting what we expect, and then further delighting us by providing an emotional bond that captures our ongoing commitment to them.

What makes an A+? Obviously there are basics that any company needs in place just to be in business like responsive service, products that work, and fair pricing.  Many companies can meet the basics and “satisfy” their customers.  These are the essential building blocks - or the foundation - of any company that wants to exist today.

However, due to strong competition and an abundance of good options, these same companies can still struggle with customer defection, growing existing relationships or cultivating more business from positive word-of-mouth. In fact, research shows that satisfying customers is not enough. Satisfied customers are just as likely to defect to a competitor as dissatisfied customers.  Even more disturbing, most customers never even bother to voice their dissatisfaction before they leave.

So what’s missing?  In our experience, the key is truly understanding how your customers think and feel about you.  It goes beyond just satisfying performance expectations.  Companies need to develop trust to secure relationships.  Research also shows that this type of emotional connection with your customers leads to greater financial business benefits.