Brian Tracy talks about the different levels of customer satisfaction or loyalty in his article:
At the very minimum you have to satisfy customer expectations. That means responsiveness, quality of service, and making sure their basic expectations are met through your professionalism and experience.
Step 2: Exceeding customer expectations:
Surprising your customer with additional value either through technical expertise or management of a project, as an example, will not only build loyalty but will increase profitability. Customers will pay more for value and service. Period.
Step 3: Thrilling the customer:
Or delighting the customer. What about getting a customer to laugh or bringing a smile to their face? It's not always about closing the next sale. Human connection is part of life and so is helping and being a positive experience they can deal with during the daily grind.
Step 4: Amaze them:
Whether it's bringing the best engineering talent or taking care of a potential customer service challenge before it even happens. When you get to this level you will keep your customers for many years.