In B2B sales, focusing solely on customer satisfaction and using traditional measures to build stronger client relationships is a mistake. Many companies claim to prioritize their clients, but relying solely on customer satisfaction measures can hinder growth and fail to create sales equity.
The issue is that pursuing customer satisfaction, measuring retention, and rewarding loyalty alone rarely lead to growth, particularly in competitive B2B markets. To outpace the competition and create a meaningful impact, companies must adopt a scientific system that prioritizes creating customer satisfaction with differentiated levels of sales equity.
Satisfaction Alone Does Not Guarantee Loyalty
To understand the limitations of customer satisfaction, let's look at a B2C example. Imagine stopping by your local diner for coffee before work. The server delivers a hot, fresh cup of coffee, and you give her a dollar. Although you were satisfied with the coffee, the diner has not yet created any sales equity with you.
This is because the server has merely met your expectations. You received what you paid for, and a satisfaction survey afterward would likely score high. However, this satisfaction does not guarantee loyalty or retention. If the coffee were not fresh or warm, you would likely seek out another diner next time.
Satisfaction is a prerequisite for loyalty, but it is not enough. Dissatisfaction can lead to disloyalty, but simply satisfying customers does not create sales equity or drive growth. Companies must go beyond satisfaction to create robust loyalty and profitable growth.
Customer Satisfaction Research Falls Short
Many companies invest heavily in measuring customer satisfaction through staff and consultants, but these measures often fail to measure sales equity. Satisfaction research typically measures product equity and brand equity, leaving sales equity overlooked.
In conclusion, companies must prioritize creating differentiated levels of sales equity, customer satisfaction alone is not enough for B2B sales growth. While satisfaction is necessary for loyalty, it is not sufficient. Companies should move beyond satisfaction research and adopt a scientific system that creates meaningful customer relationships and drives profitable growth.
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