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December 31, 2005
The Customer Loyalty Grid
On the Customer Loyalty Grid, there are four zones:
The Zone of Indifference - Here, the unstated expectations of the customer are not met. This includes all customer needs and wants that are basic to fulfilling the unwritten contract between you and them.
The Zone of Satisfaction - Here, the stated expectations of the customer are met. The customers tell you what is important to them.
The Zone of Delight - Here, the stated expectations, which were not really expected are met. The customer hopes for something, even asks for it, but really does not expect you to provide it.
The Zone of Loyalty - Here, an unstated and unexpected level of service is provided, making the customer loyal. Expectations are exceeded. In this area, use your expertise in in the particular product or service coupled with the customer's lack of expertise to provide benefits above and beyond what the customer is even aware. For this, you have to be very proactive in suggesting to customers new innovations that they can benefit from. Remember that there are no shortcuts to get to the Zone of Loyalty. It is important that you first conquer the other zones. CRM Today reports:
For example, airbags in automobiles when first introduced were an innovation that saved lives, but customers had no way of asking for this innovation, or expecting it, before it became known to them.
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