2nd Shift Machine Operators
By Seth Godin
This might be the simplest possible explanation of customer satisfaction.
Dissatisfaction occurs when salespeople and marketers tend to try to amplify the first part (what you're promised) while neglecting the second.
The number one reason people give me for giving up on something great is, "someone else is already doing that."
In most fields, there's an awful lot of work put into the last ten percent of quality.
Getting your golf score from 77 to 70 is far more difficult than getting it from 120 to 113 or even from 84 to 77.
Answering the phone on the first ring costs twice as much as letting it go into the queue.
Making pastries the way they do at a fancy restaurant is a lot more work than making brownies at home.
The work you do when you spread the word or run an ad or invent a policy is likely aimed at one of these four groups.
1.Strangers are customers to be, but not yet
2.Critics are those that would speak ill of you, or need to be converted
3.Friends are those that might have given permission, or even buy now and then
4.Fans are members of your tribe, supporters and insiders