Date: June 12, 2002
Page 25
Three kinds of customer needs exist…
Presence
+
–
Table Stakes
Exciters
Satisfiers
•Table Stakes…
–ante to play the game
–silence if you have them
–dissatisfaction if you don’t
–unspoken
•Satisfiers…
–more are better
–satisfaction proportional to their presence
–spoken
•Delighters
–“wows” if you have them
–differentiators
–unspoken
–customers don’t know they need them
–key to loyalty