If you work in customer experience it's vital to understand the difference between three things that often get lumped together: dissatisfaction drivers, satisfaction drivers, and growth drivers.

Drivers of dissatisfaction are often category-wide — common causes of frustration for all buyers. These are the most opportune areas to attack if you're looking to improve relative ranking among competitors.

Drivers of satisfaction tend to be unique to a brand — unexpected flourishes that convey thoughtfulness and attention to detail. These are the most opportune areas if you want to improve positive memories of an experience.

Drivers of growth are usually unmet needs — reasons customers choose another brand instead of yours. These are the most opportune areas to attack if you want to increase market share.

See the problem? Focusing on satisfaction drivers (as we’re often encouraged to do) won't necessarily help you grow, or lead to an offering that's markedly better. In reality, attacking growth drivers and category-wide causes of dissatisfaction is often where the money is!

See this post on LinkedIn