Satisfaction and loyalty – the holy grails for relationships – personal, professional, internal and external.

The two are mentioned in the same sentence all the time – like a double act in comedy, foods that complement each other or a famous sporting duo – but they’re not necessarily found together all the time .

Satisfaction is an attitude – Loyalty is the behaviour.  People may be satisfied but not loyal – and loyal people may not be always satisfied

One way I considered it was pizza delivery– I’m usually satisfied with any of them and will happily order for any of the 4 nearby – I’m not particularly loyal to any one brand. 

Someone shopping for a car may start at their favourite brand – Audi – and end up buying BMW.  But in their heads, they remain a loyal Audi customer and will go back to Audi first next time.

Stephen walks us through this model that looks at different components that make up Satisfaction and Loyalty.  Once you understand them you can manage them.  And then you can decide which relationships you want to build up into ones that are full of satisfaction and loyalty.

Any comments or thoughts: email us at podcast@coachpro.online

More great models at www.coachpro.online

Full transcript and blog:

https://rhinoconsulting.nl/episode-132-satisfaction-amp-loyalty Thanks for your support so far - please subscribe and share

The first 15 minutes of the podcast is transcripted below - 

Warren Hammond  00:56

Welcome back podcats, to another episode of our podcast. This one's a good one. I always say that, this one is a Loyalty and Satisfaction or Satisfaction and Loyalty. I'm always tempted to put in 'Customer' before that, it just seems to be one of those phrases that we always hear; Customer satisfaction and Customer loyalty, we spend ages talking about it. It's one of the key metrics for business success. That is covered and it's talked about, but also how we can take this into other areas of our lives. internal and external. So it's looking at the whole relationship. So it's good, there's a model, there's a six point guide at the end. So there's lots to take away. Any thoughts questions, give us a shout, podcast@coachpro.online or find us on LinkedIn. There is a full transcript available for these so please look that up. And on www.coachpro.online itself there's loads more models and frameworks that you can use. So let's get straight into it. I’ll be back at the end with some brief comments. Here comes the cheesy music.

Warren Hammond  02:11

So here we are. Normal call signs, Edinburgh, can you hear me?

Stephen Gribben  02:16

Loud and clear

Warren Hammond  02:17

Loud and clear? It's not a surprise anymore. But when we started this a year ago, all the zoom and the video conferencing, it felt that this was almost magic, it was almost wizardry, the fact that we could hear each other, even though we were countries apart now is the most normal thing in the world. Anyway, today, we're discussing satisfaction, and loyalty. Now I know I've got in my head while I think of loyalty and satisfaction. And I'm immediately thinking of customers and NPS etc. And I also know that I always think about these things too small. So let's go to Stephen and get a formal definition that we can kick ourselves off with. So how should we think about satisfaction and loyalty? What's the definition we should be using Stephen?

Stephen Gribben  03:08

Well, satisfaction is about attitude. And loyalty is about behaviour.

Stephen Gribben  03:16

Typically in relationships, whether that is as a customer relationship, or a personal relationship, or professional relationship, satisfaction is the attitude, how you feel and how you judge; loyalty's about behaviour, which is about what you then do.

Warren Hammond  03:34

That's a good definition. Because I do you think that sometimes we use satisfaction in a broader way. But that makes sense. And so this is an attitude, this is how you're feeling about something. And loyalty is then how you're demonstrating that feeling that behaviour.

Stephen Gribben  03:51

Yeah, typically, this is used in the concept of customer and there's value in that. But you'll get customer satisfaction, which is based largely on your attitude of what's happened. But that doesn't necessarily always lead them to customer loyalty. So you'll get people who will say satisfaction versus loyalty, rather than satisfaction AND loyalty. And ideally, what you're looking for in a relationship is satisfaction and loyalty.

Warren Hammond  04:19

You're I mean, maybe it's because he's in the middle of the day. You know, we're not sitting in a pub with a beer or a glass of wine. Because if you were to talk about loyalty and satisfaction in a social setting, you do automatically think about relationships, but it seems very different when you think about customer relationships. But how you just said this is attitude and behaviour. Yeah, it's different relationships where both of these things are important.

Stephen Gribben  04:48

But if we hold on to that concept of customer, and the challenge that we've all got is how wide is your concept of customer. So, who do you consider or who could you consider to be a customer. I've used a model with clients for years, called the Client Box. I use this at home as well. In the client box, everything becomes kind of automatic for me, I know the parameters to work in. I know what I can get away with, what I cant get away with. I know what's good enough and what's not good enough. So for a client, in that client box, it becomes very clear on what professional and standard looks like. However, I can leave home in the morning and be asked what time will I be home at  tonight? And my answer could be, Well, it depends on what messages I get through what calls I have to do. What else comes in during the day. Probably sometime, it could be as early as four could be as late as eight'. Because at home, I haven't put my family in that client box. If I was to say to a client, the client said, Could you be there on Tuesday, and what time will you be here, and I say to him sometime between four or eight. And then they'll say 'well, do you want to just not bother coming along until you can tell us what time you're going to be here'. So sometimes putting things in the client box gives you absolute clarity on how you should be dealing with something in that relationship. And it's not for me to pretend my family are clients, no disrespect, they're  a lot more to than clients, but sometimes they deserve that attitude and behaviour that my clients benefit from

Warren Hammond  06:27

That firm border that you'd put around that. Even when you say the client box in my head, I've got that visual of a thick black frame, you know, around it, which you don't get through,

Stephen Gribben  06:39

We do this with family members. In business, we might do it with suppliers, we don't treat them as clients or we don't treat our colleagues the way we would treat clients. And people deserve to be treated as a client.

Warren Hammond  06:52

Okay. So this is a relationship then with way more than just intimates or customers, this is about satisfaction, as an attitude and loyalty as a behaviour, all around us. So this is a lot bigger already, as I'm getting accustomed to. So we talk a lot about personal growth, and especially about self development. So how does satisfaction and loyalty, and understanding that, fit within the whole self development philosophy?

Stephen Gribben  07:26

Well, as you know, the four pillars in self development are self awareness, self confidence, self management, and self determination. And what self development is about is focusing on your strengths and what you're really good at, and building upon those so that when you take on those gaps or areas of weakness that you want to improve, they become less challenging, and you're more authentic in it. So in terms of self awareness, what this is about is becoming more aware of the level of satisfaction and loyalty, so the attitudes and the behaviours that you want to foster or to have within relationships, both personally and professionally. So becoming more aware of what makes a relationship have satisfaction and loyalty to the level that you want.

Warren Hammond  08:15

So this is part of then understanding what the terms are the satisfaction and loyalty which we touched on which we'll go through more, but also understanding when you should be aware of satisfaction and loyalty, that's that whole self awareness thing. Okay,

Stephen Gribben  08:29

This is self awareness so you're consciously aware of what a good relationship looks like. So that you get beyond saying, we've got a great relationship or with that person I don't have such a good relationship, or you know, better relationships than others. It's having that self awareness, to be more conscious of why certain relationships are at certain stages. So you become more aware, therefore, you're already more empowered.

Warren Hammond  08:55

Love that. And that is the consciousness that we talk about as well. You're owning it. It isn't something happening to you, you've actually can see it, you're noticing it, you're acknowledging it, and therefore you've got a chance of working to make it better. Okay? So self awareness is the first plank,

Stephen Gribben  09:11

Then self confidence. And self confidence is making sure tha