Book Review: Customer Satisfaction is Worthless

Customer Satisfaction is WorthlessMost businesses are striving to satisfy their customers. That is why the title, Customer Satisfaction is Worthless Customer Loyalty is Priceless, by Jeffrey Gitomer is so surprising. He points out that satisfied customers may buy from you again or they may try the competition. LOYAL customers are what we should be striving for. Loyal customers refuse to go anywhere else and they urge their friends, family and colleagues to go there too.

The first principle in “Customer Satisfaction is Worthless,” is that the customer is the most important person in the company. Every person who works there should understand that it is the customers that are paying their paychecks. If your business is customer-focused instead of policy or procedure focused, you’re off to a great start.

Memorable Customer Service.

You’ve heard the term “going above and beyond.” It’s really true. When you strive to do what is best for your customer, it will come back to bless your business. He suggests some ways to earn loyalty from your customers:

  • Solving issues and showing the customer that you care about them will stand out in a sea of companies who won’t make accommodations due to “policy.”
  • Most interactions between a customer and place of business are boring. Gitomer suggests doing something unusual that will make the interaction memorable.
  • Treat each customer like they are the most important person in the world.
  • Be friendly!
  • Deal with problems by empathizing, apologizing, and finding a solution. Take personal responsibility.
  • Strive to be the best.
  • When you do something great or unusual, customers will naturally talk. How can you change a boring part of your business into something memorable? (Think your phone greeting, how you welcome customers to your place of business, what you say during a transaction, what you send in the mail.)
  • Be a valuable resource of information to your clients. Help them, beyond what they are paying you for and they won’t be able to live without you.
  • “Every customer contact is an opportunity to earn the next sale. Contact ten customers a day and just say, ‘Thanks.’” Jeffrey Gitomer


I’ll end with a quote from Jeffrey Gitomer that sums up the book.

“Suppose you decided to make one customer ecstatic every day. What would happen?” Jeffrey Gitomer

What do you do to make your customers ecstatic? Do you think customer satisfaction is worthless? What do you do to make the client experience memorable? Share your ideas in the comments below.


  1. these things really do make a huge difference! Thanks for always reminding us 🙂

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