Satisfaction is not enough

I recently read an article in Newsweek on why customer service is the key to small business.
And something struck me that one of the experts in the piece said:  “If all you do is satisfy your customers, that’s not enough.” The story goes on to explain that you need a total customer experience in order to compete.
A total customer experience? What the heck is that? Sure, it’s relationship building, but what else? Somehow I just can’t envision what a total customer experience would look like.
How about you? What would be a total customer experience in your business?