Consistency is a big factor in customer satisfaction.  The more consistent you can become the more predictable you will be.  The more predictable you are, especially with great service, the higher the trust and loyalty.  Predictability is important because it sets the tone for future engagements.  Customers dislike surprises, especially with spotty service or avoidable problems.  Your goal is to set a level of expectations, meet them consistently, and occasionally exceed them.  The more times you can fulfill your customer’s desires and expectations the greater the level of emotional attachment.  As a business, you need to obtain a position with your customers where they regard your company as always getting it right, and if you get it wrong, you quickly make it right.  It is important to maintain that level of consistency to form bonds of trust and security because people form patterns based on trust and security.  That is why when we go to work we park on the same garage level, when we were in school we sat at the same desk, when we wake up we have the same morning routine, and when we want reliability we return to the place of business that we trust and feel comfortable with.

Also with consistency is adaptation.  Since customers’ needs and desires are always evolving, we must evolve with them.  In order to consistently grow, we must be continuously capturing the customer’s voice in a way in which we can measure and apply their input.  We are not looking to maximize customer expectations, but rather optimize their expectations.  It is necessary to find out what the customer wants and where they want to be.  Satisfy for today, adapt for the future.