George is proud of his 12 years of success, he has many satisfied customers and his sales increase each year. George, however, is in trouble, his market share is going down and he can track a down turn in normal sales volume whenever his four major competitors in the mall have major sales events. George's customers are satisfied, but they are not necessarily loyal. They depend on George to give them quality at a fair price and they come back when it is convenient and when they need him. But they shop elsewhere when they think the prices will be better.
Satisfied customers are fickle.
If the customer only feels satisfied, he or she will likely continue buying from us until a competitor offers a better price. Satisfied customers leave us all too often and for reasons we consider, unreasonable. That's why George needs to go past earning satisfied customers. He needs missionaries. Customers that not only shut out competitors but who also bring us more customers with their praise of our services.