RV PRO

September '15

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108 • RV PRO • SEPTEMBER 2015 rv-pro.com Satisfaction: The fulfillment or gratification of a desire, need or appetite. Loyalty: A feeling or attitude of devoted attach- ment and affection. At least, that's how Dictionary.com defines the two words. Unfortunately, many RV dealership owners deem customer satisfaction and customer loyalty to be synonymous when, in fact, they're as different as apples and bowling balls. Many businesses say they strive to achieve the highest degree of customer satisfaction. So then, why don't they have statistically more repeat clients than a company that does not specialize in customer care? Please don't misunderstand me: Customer satis- faction is a fine ideal for which to strive. Without it, your chances of attaining some degree of customer loyalty are a million-to-one shot at best – especially in today's lackluster economy. Perhaps there's a simpler way to distinguish one- self – in the eyes of the shopping public – from the seemingly endless pool of options available to the masses, and have customers think of you first when in the market for an RV to buy or rent. Back in the Good Old Days … I'll bet that when you were young and first accom- panied your parents out shopping, you remember the store owner greeting them by name and with a hearty handshake. Heck, even the store names were friendlier. I still remember Jerry's Department Store, where my mom bought me my first dress suit, and Larry's Sub Shop, where I often bought my lunch for school in Roselle Park, N.J. A generation ago, service was personal. Many products and services were personalized as though they were one-of-a-kind and made especially to Why Customer Satisfaction Does Not Guarantee Customer Loyalty Knowing the difference is the first step toward getting your team more engaged with customers. VINCE DICECCO is a business coach/ trainer and owner of the Acworth, Ga.-based business, Your Personal Business Trainer. He has shared his ideas on business management excellence with many businesses, including two Fortune 200 companies and the U.S. Coast Guard. He is available to small- to mid-sized companies striving for sustained growth and market dominance. Contact him via email at vince@ypbt.com or visit his company website at www.ypbt.com. +++++ CLIP ART: I need a photo of two guys engaged in a conversa- tion, and one of them has his arms crossed or is otherwise nonver- bally indicating that he isn't buying what the other guy is selling. Caption: Many businesses say they strive to achieve the highest degree of customer satisfaction. So then, why don't they have more repeat clients than a company that does not specialize in customer care?

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