Communication and sales Satisfied vs. loyal customers Providing service that customers deem satisfactory is not enough to secure their loyalty. In a study on customer satisfaction, professors Anthony J. Zahorak and Roland T. Rust, from Vanderbilt University in Nashville, Tennessee, found that approximately 25 to 40 percent of satisfied customers do not come back to the places of business where they have been satisfied. What brings them back? Great service that exceeds their expectations. Reprinted by permission of The Customer Communicator, New York, NY. ©2003 Alexander Communications Group, Inc. All rights reserved. www.CustomerServiceGroup.com