If large, publicly-traded corporations can have a goal to achieve the highest levels of customer satisfaction, can small businesses have the same goal? Of course, businesses on a smaller scale can still strive for ultimate customer satisfaction. Most likely, their market will not target a global audience like an international company, but the target market of a small business certainly might be a specific audience, a specific geographical location, or even a national market. Therefore, the goal is the same only with a smaller market.
Achieving the Goal
What is the mindset, what is the philosophy that must be developed by owners and managers of small businesses to achieve the goal of ultimate customer satisfaction? One only has to look to successful leaders
It is an interesting phenomenon to think how difficult it is to gain customers and build brand loyalty, but how easy it is to lose customers without even trying. Building a brand, acquiring new customers, retaining old customers, and maintaining loyalty are all interrelated. It can be a fragile relationship that a business shares with its customers. In a competitive world where businesses are vying for market share, a small mistake can mean disaster. When a dissatisfied customer moves to a competitor, the word-of-mouth displeasure can be a stimulus for other customers to leave, as well. Of course, the opposite is true. Satisfied customers communicate satisfactory buying experiences with others.
Consider for a moment the large impact one small sale can mean to a business when repe