Theory of Customer Satisfaction

A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider of our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do so.”

This quote is attributed to Mahatma Gandhi but no one knows when, why and IF he actually said this.

In the past, marketing guru’s, statisticians, and economists spoke on customer delight, satisfaction, and loyalty etc. Models were created and followed to the “T” on why this company should follow this to achieve that result and more.

Reinventing the wheel is how I would put it. The last model in vogue was customer satisfaction and that was a couple of years. Today, it is customer emotion and connect.

Incidentally, all the other models are still currently in use and I feel it is just old wine in an older bottle.

Yes. Times change but patterns do not. It is in the DNA. Today’s millennials are still influenced by their parents and grandparents who play a decisive role when it comes to buying. Even today, grandparents and their children sit across the table and plan out what car or flat to buy. It is not a whimsical decision as shown on TV!

So, how does one determine customer satisfaction or emotion in a diverse country like India?

If there is any exact science it is yet to be found for us Indians. In the America’s, there are models and sciences and formulas to determine this to a large extent as their behavioral pattern has been mapped. In India, it would take a few more years if not decades to determine this is my guesstimate.

Till then, as we have been taught by the best, get to know your customers intimately, understand their needs and preempt their thought process and you get customer satisfaction, delight, emotional connection and a whole lot more in-between.

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