Why does customer satisfaction not predict customer loyalty?
Why does customer satisfaction not predict customer loyalty?
Because satisfied customers still leave. Satisfaction is a check-box outcome. Loyalty and advocacy come from emotional memory, surprise, and friction removed. The companies that compound retention build customer experience around the moments that produce memory, not around the moments that produce scores. Optimizing only for satisfaction is how good companies become average.
Kamyar Shah, Fractional COO, World Consulting Group.