Have you ever filled in one of those, ‘we value your feedback’ customer satisfaction surveys after you left a hotel you stayed at or asked to complete at the end of service call?

Perhaps you have used them to ask customers to rate your service?

The theory being that satisfied customers are the end game.

Deliver on expectations and people will surely come back.

In a world of infinite choices customer satisfaction is no longer the gold standard, it is the minimum requirement, the ticket of entry, something we have come to expect.

And most businesses deliver on that expectation.

Satisfaction is the metric of business mechanics, the systems and processes, the operations and moving parts.

Sentiment is the pulse of your brand, its heart and soul.

Satisfaction can be measured with tick boxes, while sentiment is perceived and felt.

The distinction is the difference between a product that works and one that we feel we cannot live without.

It is the difference between a service that does what is expected and one that we miss when it is no longer there.

As customers we demand to be satisfied and if dissatisfied we know we can vote with our feet.

But what we long for deep down is something that we cannot even articulate in words.

The unexpected.

The surprise and delight, the feeling of experiencing something more than was anticipated.

Something that cannot easily be measured.

Beloved brands do not simply leave customers satisfied.

Beloved brands do not deal in expectations, they deliver the unexpected and strive to change hearts, not minds.

Beloved brands do work that matters.

The same opportunity is open to you.

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