André John Haddad
Psychologue industriel

A Client Transformation Essay

(June 2003)

If your front-line employees understand what their job is in terms of pleasing and satisfying customers, and if their roles are played out and reinvented every day to ensure customer happiness, perhaps you’d better check whether the outcomes are quite what you expect. Chances are that your customers have transformed themselves – most likely without your help!

The belief that customer satisfaction correlates with customer loyalty (or retention) may have become a hopeless concept, even as the uninitiated are finally grasping the notion.

Our present understanding of the nature and character of customers may be obsolete and unusable. Our knowledge is outdated and is leading to fruitless expenditures on product development, marketing and distribution. Yet our present business doctrine and profound beliefs are still wedded to the idea of building customer loyalty through customer satisfaction.