Further, it turns out that while customer dissatisfaction comes about from not meeting expectations, once you meet expectations and satisfy the customer you have reached the point of indifference. Give a customer two vendors that meet their expectations for the product or service and they would choose one on some other criteria. So be cautious about working only on customer “dissatisfiers.” Six Sigma actually tends to encourage this with its sigma measure, which I explored thoroughly in a previous column, “Are You Capable?”