Conversely, dissatisfied customers might be loyal owing to reliance on innovative technology or lower prices. The vertical axis tracks customer satisfaction with company performance. The horizontal axis tracks the degree to which the services provider's offerings meet the future needs of the customer. The top left quadrant is the ideal, signifying important growth potential. Top right shows the problem of satisfied customers that may be forced to switch providers owing to a mismatch around future needs.
Bottom right shows customers on their way out the door.
The different scenarios have quite different implications for services strategy, new services development, marketing and sales priorities, and potential growth. The tool can also be used to identify who in the company owns the problem presented in the different scenarios, and where the company should focus strategy. As customer-centric marketing begins to take hold across the IT sector, it is critical that services marketers not stop at the level of satisfaction. Satisfaction and loyalty are the appropriate, complementary long-term goals. All Rights Reserved.