He used a triangle graphic to show how you can build customer satisfaction and loyalty. The base of the pyramid is to provide the necessary. The end result is the outcome expected. Patterson’s example was when he gets on a flight to LA and he gets to LA, the basic service was provided.
The second step of the pyramid was to add ease. If you make it easier, you get to customer satisfaction. However, he reminded the group that satisfaction doesn’t buy much as 75 percent of customers have said they left a service provider even though they were satisfied.
Step three, add engagement. This connection will build loyalty.
Add an extra surprise for step four and that will delight the customer.
At the top of the pyramid? He said to add exhilaration, it’s like the cherry on top. An example he had was for the Morris Mini Cooper that when you purchase a new one, you get the “birth certificate” and can track its progress online. They also have billboards with RFID technology and if your car drives near, it sends a personalized message to you on the billboard.
Patterson stressed that old adage, when you always do what you’ve always done, you get what you always got.
Some things to consider are involve the customer from the very beginning and always learn about the customer. Also, remember what they expect: