The image of this post is a printed article which I recently found in my old notes and as you can see it comes from a Fortune magazine of July 1997. The concept of customer satisfaction has evolved from that point until nowadays when firms like Zappos, Apple, Amazon have extended it beyond all imaginable limits. 

Companies like Zappos recognize that the value of delighting the customer who places the order right after midnight and who gets it on the doorstep literally few hours later, can’t be measured in terms of “optimizing speed delivery” or “maximising picking efficiency”.

Providing the “wow experience” to the customer is the current ultimate standard measure for value: the customer will remember the positive experience for a very long time and will share it with friends and family. Here’s the value.

How many companies did really get the strategic value of this concept?