If you’re like me, you’re either delighted as a customer, or you start to clearly see the various ways something can improve. The few times I’m merely satisfied are the times I just don’t care about the outcome.

And look at what your friends say (especially via social media). They talk about what they unashamedly love, or they talk about what is a surprising disappointment. There’s no word-of-mouth for “I’m satisfied.”

Business owners, two thoughts for you. One, the people who have truly adopted your brand – the ones who have brought your product into their lives and are using it – they will soon go from delighted customers to entitled customers. This is a good thing! Entitled customers are your strongest customer base and your strongest brand advocates, and they will nearly always see ways to improve what you offer. They will not be satisfied.

Which brings us to the second point: Why does anyone measure “customer satisfaction?” I don’t want people to be satisfied. I want them to be delighted. Trying to meet the standard of satisfaction is resigning to mediocrity. It’s saying, “I don’t want you to love us and use us enough to be somewhat dis-satisfied.”

With every innovation is an opportunity to once again delight. Sitting still is silly.

Trying to measure discreet levels of satisfaction is even sillier (see image above).

What are the times you’ve been inspired, delighted, or disappointed by your experience with a brand or service? Click the button below to share your thoughts.

brody