The Product of Business is Total Customer Satisfaction

If the purpose of a business is to create and keep a customer, then the ultimate "product" that any business delivers is total customer satisfaction.

Companies do not fail for a multitude of complex reasons. From the customer's point of view, the reason is always the same: the company was incapable of delivering total customer satisfaction.

The Customer's Perspective:

The customer's decision to leave is always a judgment on the total product offering:

• Someone else's price or quality was better.
• A competitor offered better service.
• The supplier did not keep up with new technology.
• The customer's tastes simply changed.

The Importance of Repeat Customers:

Real businesses are built on repeat customers. A business that cannot keep its customers happy will not have them for long. This is especially true in high-tech, where a small number of key customers often account for a vast majority of sales.

When a customer comes to trust a supplier to deliver satisfaction time and time again, it is extremely difficult for a competitor to steal that customer away. This is why the true product of any enduring business is not the physical device it ships, but the total satisfaction it provides.