So why is this important for organizational performance?
This research demonstrates that customer satisfaction is woefully insufficient when the goal is an ongoing exclusive relationship between a customer and a brand.
"Good" performance is no longer enough, and one purchase in no way guarantees that another will follow.
Instead, an enduring (lasting) relationship between a company and a customer has four prerequisites. Together, these add up to an emotional connection that is both powerful and profitable:
- Confidence: Customers must feel that a brand is one they can always trust and one that will always deliver on whatever it promises.
- Integrity: Customers must feel that the brand treats them fairly -- as they've earned the right to be treated. And they must believe that the company stands resolutely behind its products and services. They must feel that if a problem ever arises, the company will fix it.
- Pride: Customers must feel proud to be associated with the brand -- proud to be known as a brand owner, shopper, or user. They must be convinced that the brand and its representatives will always treat them with respect.
- Passion: The customer must feel that the brand is irreplaceable in their lives and represents a perfect fit with their needs, whether those needs are tangible or intangible. In fact, they should feel that their world really wouldn't be the same without it.
It is a continual reminder to ...Be Excellent™.