Customer Satisfaction is Worthless, Customer Loyalty is Priceless

Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless

Why did I choose this resource?

I chose this resource to learn how to improve our client retention rating.

What did you learn from it?

I learned the importance of a loyal customer and how to turn an annual customer into a lifetime one.

Key Knowledge

  • The customer is more important than your boss.
  • What do customers want?
    • Value
    • Good communication
    • Reliability
    • Assurance
    • Empathy
    • Help from employees with good attitudes
  • How do you build customer loyalty?
    • Development founded on:
      • understanding the customer
      • creating memorable impressions
      • living up to your commitments
      • positive surprises never hurt; “wow” moments
  • Smaller entrepreneurial companies can thrive by offering exceptional services, which larger companies usually do not offer.
  • Being a resource to a customer can result in a sale.
  • What causes poor service?
    • Bad training
    • Unhappy employees
    • Management is not in touch with customers
  • Angry Customer Statistics
    • 91% who walk away angry will never come back
      • 96% of them will never tell you why
      • 80% will return if their problem is corrected
  • When dealing with a customer’s problem,
    • agree with them
    • be empathetic
    • take responsibility for the problem
    • stay engaged
    • solve the problem
  • How to Become a Customer Service Success
    • Recognize your customer pays your bills, acknowledge their significance
    • Sustain a positive attitude, smiles are contagious
    • Provide answers to customers concerns quickly
    • Retain customers; their lifetime value is 20 times that of their annual sales.
    • Concentrate on customer loyalty; it is more laborious and expensive to gain a new client than to keep one.
    • The objective is to have a loyal customer, not just a satisfied one.
    • Find out what your customers think about you.
    • Your customer is a walking advertisement; 50 times more influential than advertising.
    • Be a friend and a resource to your customers.
    • Avoid using the word “policy” when trying to help a client
    • Always provide excellent service; customer will have a positive reaction
    • Present solutions, not excuses to your clients
  • The customer’s perception is ALWAYS right!
  • Sign Language
    • “Welcome” and “Thank You” signs set a positive tone
    • Avoid and “No” signs
    • Encourage all employees to acknowledge a client when they are present
  • Training Tips
    • Provide principle behind company policies
    • Enforce practicing good responses to common client issues
    • Share stories on how to create “wow” moments
    • Remind employees when dealing with an angry customer that their anger is not personal
    • Turn negatives into positives

How are you using what you learned?

I am using what I learned to create a customer loyalty plan to increase our customer retainer rate.

Key Changes / Key Actions

  • Create a document with common customer concerns and answers to those concerns.
  • Ask our 10 best customers why they like dealing with us and create a customer loyalty plan.
  • When performing a client satisfaction survey, ask the client what they say about us and why. If negative, address immediately.


  • Name : Customer Satisfaction is Worthless, Customer Loyalty is Priceless
  • Author : Jeffrey Gitomer
  • Link to Book

Leave a Comment

Your email address will not be published. Required fields are marked *