"Customer Satisfaction is No Longer Enough" By James H. Gilmore and B. Joseph Pine II
Context | Winter 1998
Customer satisfaction is not a true measure of the connection a company makes with customers, even though thousands of companies rely on those "How are we doing?" surveys. Companies need to turn the question inside out. Instead of asking how we did, companies need to ask what you, the customer, want. That means understanding what we call customer sacrifice: the gap between what a customer settles for and what he wants exactly.
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