These results were drawn after Xerox-sponsored research looked for the link between products and services designed to meet customer needs and the levels of customer satisfaction reported. They proved that people who said they were totally satisfied with the service provided were six times more likely to repurchase products than those who said they were only satisfied. Merely satisfying customers did not keep them loyal. A philosophy of customer satisfaction is a critical element in the delivery of an effective loyalty program. Those customers will be willing to consider alternatives.
Dissatisfied customers are possibly the easiest group of customers to help.
There is usually a problem with a core value of the company's product or service - the basic service that everyone expects that industry to provide. Possible action steps include detailing the problems experienced by the customers and changing processes or products, asking the customers what they would like done to fix the situation, and looking at what your successful competitors are doing. Satisfied, or neutral customers are probably happy with the basic product offered, but would like to be offered a consistent set of support services. An important requirement at this stage is a highly responsive recovery process. This includes helping the customer back on track when there are problems, and services that make the product easier or more effective to use.