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Chapter 19: Customer Satisfaction Is the Wrong Target

You will not get to quality without seeking quantity.

Customer service should be a secondary aim for the company. First, they should increase the number of customers served. This doesn't mean customer satisfaction is not important, because unhappy and unsatisfied clients will not return. But increasing customer satisfaction is impossible without increasing customers.

If we receive complaints, we know exactly what to fix: delivery time, lower prices, improve a particular part of the product. Complaints are precious feedback. If we don’t have clients, we don’t even know if we have a good product, and we don’t know which direction to head next. Most companies don’t fail because of a bad product, but because they never get enough customers.

Even companies offering perfect products receive complaints because it is impossible to satisfy everyone. We should not be afraid of receiving complaints, and we should always be focused on acquiring new customers.

Principles to follow