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Unlocking customer experience thinking

Customer satisfaction is not enough to guarantee behavioural loyalty, especially within competitive categories, argues Rob Highett-Smith, GM of GfK Australia. “We know that satisfaction generally is an indication that people have had their expectations met, but that doesn’t actually guarantee their loyalty,” Highett-Smith said during a GfK breakfast seminar in Sydney last week. Studies that focus on how satisfied a customer is with a specific retailer’s service fail to take into account