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What is customer commitment?

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❶The owner and wait staff were condescending and our table was abandoned no water refills, no check-back to see how the food was.

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Commitment to Customer Satisfaction
The Taylor Group

Customers can become committed to products, services and companies on five different levels, according to new research from Rice University. While every level of commitment manages to keep customers loyal to an extent, affective commitment is the Holy Grail, researchers found. And affective commitment has the largest positive impact on satisfaction and loyalty.

To build more loyalty through affective commitment, you might want to try to get more feedback on ease-of-use for your products and services that support them. For instance, ask customers to be part of a focus group and watch them use your products — or ask sales or technicians who visit customers in their environment to watch for ease-of-use glitches. On the flip side, forced commitment has a huge negative impact on loyalty. You can build loyalty through forced commitment by showing customers alternatives if they do exist.

Still, most customers stay with their original providers. Gaining commitments from your customer is so important. Michele's a journalist with decades of experience working for local and national… MORE.

Affective commitment is formed when a customer has positive feelings toward a product or service provider. For instance, a customer has many pleasant dining experiences at a local restaurant. They are excellent products, superior customer service, compelling ancillary features and services, a price worth paying—the fundamentals of any business.

Companies have gotten so collectively locked into a particular cadence of competition that they appear to have lost sight of their mandate—which is to create meaningful grooves of separation from one another. Consequently, the harder they compete, the less differentiated they become. They have become masters of a particular form of imitation. Not differentiation, but imitation.

The differences are there, but they are lost in a sea of sameness. In the world of business, Traps are by definition a negative form of customer commitment. But certainly one way to gain customer commitment is through devices that attract customers to the brand, and then immediately shut the door to their ability to exit.

The most obvious Traps are term contracts that lock in customers for some period. Customers can always free themselves, but only at the cost of a financial penalty.

The most obvious instance of this kind of Trap is a monopoly, wherein the customer actually has no alternative; but there are also situations where the customer has alternatives but feels those alternatives are even worse than what they have, and so they feel stuck with their current brand as the least objectionable alternative.

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The 5 levels of customer commitment — and what really drives loyalty. Customers’ satisfaction with the performance of a product or service is the single largest contributor to loyalty. And affective commitment has the largest positive impact on satisfaction and loyalty.

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The four STEPs to customer commitment. We have made the case that customer loyalty doesn’t (and can’t) truly exist, but customer commitment can and must be the goal for today’s and tomorrow’s best brands. Further, we have offered a way to assess a brand’s level of customer commitment, the “Commitment Equation” 1: A high level of customer satisfaction, plus no really attractive. Commitment to Customer Satisfaction. Direct contact and consultation with builder and senior staff; Separate structural and finish selection meetings and deadlines.