Joe's Jottings
Jottings Number 47, Reply C, by David Straker:
Date: Fri, 22 Dec 95 08:01:47 -0800
Joe, Magic words from you and Dan Keller. Control and relationships. These come out as key factors in some recent work I did on Customer Loyalty. They link closely into Maslow's hierarchy, with control (which can be achieved by *involving* customers) being a key factor at lower levels of health, safety and belonging, and identity (built with relationships) at the higher levels of belonging, esteem and self-actualisation. Another pertinent factor is around satisfaction. Our Platform Satisfaction Survey demonstrated how dissatisfaction seems to be proportional to the number of moments of truth, each being an opportunity to dissatisfy. Dissatisfaction is remembered and accumulated, hence the saying, 'Friends come and go, enemies accumulate'. How many 'enemies' do we have out there? Who has had a bad experience with their computer (and then blamed IT)? Is this the reality that blocks progress? What can we do about it? I suspect more than we will comfortably admit. Season's greetings, Dave