A Model for Maximizing Customer Satisfaction and Loyalty

Abstract

The acronym DIRFT, which stands for “Do right the first time,” encapsulates the CE (customer experience) strategic management model, which aims to maximize customer satisfaction and loyalty, ultimately leading to increased revenue. DIRFT is often the declared goal of every organization. However, regardless of intentions, even with the best training and resources, businesses often fail to get it right the first time. Therein lies the role of strategic service in the customer experience, which consists of two main parts: setting expectations and preparing the customer to use the product, and, if the customer experience is not perfect, aligning customer interactions with the service process. Setting expectations and helping customers get the most from your product is the essence of strategic customer service.