In my previous post, I suggested a “Four A’s” framework for describing the marketing lifecycle: Awareness, Action, Affection, and Advocacy.

The second half of this framework–Affection and Advocacy–depends on cultivating promoters of your product or brand.  To cultivate promoters, a company generally strives to do well on measures of Customer Satisfaction… but what ambitious, energetic company really wants its customers to be just satisfied?

Satisfied customers may return, but ecstatic customers will return and bring their friends.

To really grow your brand, strive for Customer Ecstatisfaction.