For every business in every thinkable field, the primary goal is not to maintain a constant level of customer valuation, but to have it progressive to provide for high levels of customer satisfaction that will thus determine the long-term success that may be enjoyed by a company. In The Principles of Advertising by Philip Kottler, the author states that it is key that a company maintains customer valuation incremental in order for a company to exceed a customer's basic product or service expectation thus making the customers' satisfaction pivotal.

In order for a company to deliver exceptional customer satisfaction, it is of essence to first understand what the company is able to provide and how they would be able to provide it --- doing much with less. By being au fait with the company's workings, recognizing their strengths and weaknesses, positive opportunities as well as probable threats, a company would be better able to customize their products and services to provide much more than merely meeting their customers' needs. To do this, any company should know not to promise more than they can deliver. They will not just alienate their customers, but they would jeopardize their chance at gaining more business since bad publicity will not garner them any, and everyone knows how fast negative word-of-mouth goes around as opposed to the positive. The best way to deal with this would be to handle it with quickness --- handle customer complaints quickly and positively. This will help safeguard the relationship you share with your customer by valuing them before the immediate profit, and in return, they will recompense you with more sales. Another is to always give your customers more than they expect. By doing something more without an added cost would win you their long-term loyalty and protection from possible sliders (customers stolen by a competitor). Lastly, it pays off to let your customers know how much you value them by letting them in on all the new products and services before opening the offer to the general public and will provide them an incentive to tell others of your products and services. This will turn them into your publicity agents and gain you their endorsements.

The second, and more important, issue that a company must ponder on would be the "why?" Why would my company, or any company for that matter, want to go out of their way to make sure that their customers and clients are satisfied? Well, the reason is such that satisfied customers bring more than just an addition to a company's profit line. How? First, they become a reservoir of repeat buyers --- buyers that have friends. For the company, this would connote an increase in sales of the same products and services or may even lead to a plausible brand line extension. Second, they bring more business to you by word-of-mouth and the referral system, which may prove very profitable since you waste neither time nor money on advertising schemes, and leave the advertising of your products and services to your satisfied customers, knowing that the value that these satisfied customers add to a company's bottom-line is priceless.

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Based on the following article:
-- Leduc, Bob. Customer Satisfaction Is Your Business. ICCA Publication: The Independent, March/April 2004