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 that if you're aware of what's going to drive your satisfaction and loyalty, having the confidence to making sure you're bringing that all the time. Consciously aware of what you contribute, based upon your strengths, what you're good at. What are you good at that drives satisfaction, loyalty to the level that you're wanting to either give it or receive it. You're, therefore, getting those great relationships by being you rather than trying to force the great relationships by pretending to be something or someone else.

Warren Hammond  09:49

And that confidence then, and you talk about this before is, this isn't fake confidence. It isn't a fake way of working, a crutch or something you're getting from a guru. This is you looking at yourself and connecting with those strengths, and knowing because you have those strengths you can do whatever needs to happen.

Stephen Gribben  10:06

Yeah, it's getting fantastic relationships for you being you. It's you getting the right attitude and behaviour, giving out and in return, for you being you, not by other people's perceptions or your pretence,

Warren Hammond  10:20

yeah, that self confidence is massive to get stuff done,

Stephen Gribben  10:23

Then on to self management, which is by now knowing what you consider to be of value in terms of driving satisfaction and loyalty, it is having that self management of sticking to that, that discipline, that ensuring that you keep your standards, that consistency of looking for those standards from others. So that's self management. So there's not relationships through compromise, but relationships through assertion of what's important to you and important to them in terms of driving satisfaction and loyalty.

Warren Hammond  10:57

That's massive, isn't it? We talked before about self help, and information. So the self awareness and the self confidence is a higher stage in that, knowing that you can do something, knowing what you should do. The self management then is that discipline in execution and consistency of effort to make sure that those things you know you should be doing, you are doing. Yeah, I mean, that's easier said than done.

Stephen Gribben  11:24

And then self determination. And that's that 'you deciding'. That's the 'what relationships do you want to have? With whom do you want to build those relationships? What do you want those relationships to be built upon? In terms of attitude and behaviour to drive satisfaction and loyalty? What do you want the value to be understood by. So you're determining what the fullest potential for you is going to look like to bring you fulfilment, happiness, success for being you, a genuine relationship. And that, tapping back into the self management, is not you just accepting things on anybody else's terms for the sake of it. So you taking that self determination what amazing and fantastic will look like for you.

Warren Hammond  12:11

I love that. I love when, whenever you say the self determination thing, I just get bigger and bigger inside, this is just such a strong idea. And the great thing about the self development is this gives you the steps on how to do it, because we all want to determine our future. And as you said, if you're not telling yourself, then someone else is doing it for you. Good luck with that, I think is how you say it regularly. And I love that. And then, of course, we all want to determine our own future. But there is that how do I do it? And this whole self development ladder of the awareness, of the confidence, of the self management are the steps to get there? Love this. Okay. So the satisfaction and loyalty forms part of this as well, this is going to be good. So why are we discussing this now?

Stephen Gribben  13:01

Now more than ever, when you've got so much information, so many opinions getting thrown out at you of what you should be satisfied with and loyal to. This is more than ever critical that you're making your conscious choices, conscious decisions, on what matters to you, what's worth your level of commitment to be satisfied and loyal. And then equally important for you then to be able to determine the satisfaction and loyalty that you want to receive from whom, and from where, and knowing how to get it more than ever, rather than other people telling you if you want to be successful, this is what you need to value. Well, actually, it's understanding what you really value and then saying how do I achieve the success, fulfilment and happiness that I really want through this

Warren Hammond  13:51

You did this similar trick with (trick in the nicest way) with Value is that you sometimes think that these are things that are active FROM you. But it's actually also understanding that these things happen TO you as well. These things are all around you, and pressing on you and you pressing on them.

Stephen Gribben  14:09

And to take this to its core with self development it always starts with you. And are you satisfied and loyal to yourself? You know, are you showing the right attitude to yourself and the right behaviours to yourself, that you value that relationship. And this is where self development really comes in, it is understanding yourself, knowing where your strengths are, having that discipline and rigour to be at your best, and you determining what matters to you, enables you to drive that satisfaction and loyalty internally so that you have that relationship with you rather than being in conflict with yourself.

Warren Hammond  14:51

Wow. Imagine that. Looking at all the relationships, the attitudes, the behaviours towards yourself and being totally satisfied with that. Okay, let's get going. This is good.

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