How To Turn Your Customers (And Teams) Into Raving Fans

BusinessHow To Turn Your Customers (And Teams) Into Raving FansByRick Tollakson,Forbes Books Author.for Forbes BooksAUTHOR POSTExpertise and opinions of authors published by ForbesBooks. Imprint operated under license. | Paid ProgramJun 10, 2026, 02:33pm EDTCustomer experience has become more influential as expectations rise and digital platforms expand.gettyIt used to be that customer satisfaction alone was king, but the market has moved. Today, the companies that stand out don’t just create repeat customers. They create raving fans. How do they do this? Through a clear customer experience strategy, consistent execution, and deliberate follow-through on online reviews and feedback.Satisfaction is the minimum required to stay credible in a world where customers talk publicly and instantly. Customer experience has become more influential as expectations rise and digital platforms expand. In that reality, a single negative Google review can tarnish a company’s reputation, while consistently positive experiences build trust and customer loyalty. That dynamic changes the job. Customer experience can’t be a “nice to have” initiative. It must be built into the way the business runs.Raving FansThe turning point for many leaders is realizing that being “good enough” doesn’t create advocates. Ken Blanchard’s Raving Fans makes the point plainly, pointing out that just having satisfied customers isn’t good enough anymore. At Hubbell, the customer experience gets treated like a direct output of operations, not a brand message. The experience is shaped by three pillars that people can feel immediately: quality, accuracy, and speed. When those three are aligned, customers get what they expected, and the business earns the right to exceed expectations. The definition of “customer” also expands. External customers include buyers, residents, and clients. Internal customers include associates and trade partners who shape day-to-day delivery. Ignore the internal experience long enough...