We’re not saying that satisfaction isn’t important, it’s very important. In particular, knowing what interactions or services left someone dissatisfied is vital to correcting that experience in the future.

But, that’s the key – consumer satisfaction is backward looking. It measures whether someone was happy with an experience they’ve already had. It doesn’t offer any insights into their future intent.

Loyalty is a state of mind that is also a very good predictor of future behaviors.

For co-ops, our business model and the unique relationship we enjoy with our members makes striving for loyalty even more important.

Blah blah blh worghweoghw eohow hw;o