The objective is not only to satisfy customers but also to ‘wow’ them throughout their experience with a product or service. Xerox research in the early 1990s discovered that if customer satisfaction is ranked on a 1 to 5 scale, 1 being completely dissatisfied to 5 being completely satisfied, then 4’s, while satisfied with the buy experience, were six times more likely to defect to another service or product provider than the 5’s were.[i]
[i] Jones, Thomas; Sasser, W. Earl, “Why Satisfied Customers Defect,” Harvard Business Review, 1995.