Customer delight is key to keeping customers loyal and returning. Customer delight extends beyond customer satisfaction. These little touches will impress your customers and show that you care. Customers who are happy with your business will be loyal and also become brand ambassadors for you against negative reviews.
It is important to be memorable. However, this can be hard to do. This requires some finesse. That is where customer delight comes into play. Customer delight is more than providing excellent products and support. Showing customers that you care is a surprise. You can send a simple note or plan a special event.
Customer delight is when you create unexpected joy and delight in customers that makes them feel good about your company, and encourages others to spread the word. Stacy DeBroff is the CEO and founder of Influence Central Marketing Company. Media and brands are always looking for ways to delight customers. ”
It’s not a science that can be done by following a set of rules. It’s about understanding your customers and showing care. There are some general guidelines that you can follow to ensure success.
What is customer delight?
Customer delight does not have to cost a lot. It’s all about doing the extra work in innovative and constantly changing ways. It can leave customers feeling so happy that they want more. They are your brand ambassadors and spread the word about your company and how you’ve surpassed their expectations.
Marley Majcher, CEO of corporate event planning company The Party Goddess, stated that customer delight is achieved when the customer can say that the business did the impossible and does something so extraordinary that the customer would have said “no way” instead. “No way” moments are when a customer’s life is made easier by unexpected circumstances. They feel compelled to shout it from the rooftops.
Knowing your customers is the key to impressing them. Your efforts to delight customers will be in vain if you don’t get to know them.
Your business will have its own unique process for creating customer delight. One travel credit card company had to create virtual events during the pandemic. It meant that an eCommerce merchant could include a surprise product in an order, or a handwritten thank you note.
DeBroff stated that it’s about providing customers with an experience that sparks brand enthusiasm and increases affinity and loyalty. It’s not about the cost; it’s about providing something unexpected to reward their loyalty.
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What is the difference between customer satisfaction and customer delight?
Customer satisfaction and customer delight can be very different.
Karen Donaldson, a celebrity communication expert, and body language expert stated that being satisfied is the same as receiving good customer service.
Donaldson stated that customers expect good customer service when they purchase products. Customer delight is about exceeding customer expectations and making a lasting impression.
It’s easy for customers to leave if you make them happy. If they are happy, it’s difficult for them to find another place to spend their money. Loyalty is not about giving customers what they want, but going beyond their expectations to exceed them.
Why does customer delight matter?
Customer delight was an add-on before the COVID-19 pandemic. It’s almost a requirement. Small businesses faced two options during the pandemic: either pivot to a new model of business or keep the customers they had. The latter option was the best choice as it meant customers were delighted.
Majcher stated that customer delight is the only way to get through this global meltdown where many of us have seen revenue plummet.
Here are four ways to create customer delight, from eliciting warm emotions to building loyalty.
1. They know you care.
Businesses that show appreciation to customers are more likely to retain them. Customers will be more loyal to businesses that show appreciation for their business in both good and bad times. Listening to customers is key to this. You’ll be able to delight your customers and improve your relationships by paying close attention.
2. They will become your promoters.
Word-of-mouth marketing is the most cost-effective and effective way to market your business. Having happy customers is an easy way to do this. Customers who are happy will share their joy with their friends, family, and other members of their network. Customers might post an update on Facebook or tweet praises about the brand. Referrals are more powerful than an advertisement campaign.
3. It boosts customer spending.
Companies that make customers happy are more likely to get them to spend. Customers are more likely to spend when they feel satisfied.
4. It protects your reputation.
Your reputation is the most important thing about your business. Negative reviews on Yelp and complaints on social media can impact your sales. It will help to cushion any negative reviews if you make your customers happy. Brand ambassadors believe in your company, and will defend you from negative comments.
Who is responsible to delight customers?
Every customer-facing employee within your company has to create customer delight. While larger businesses might have a dedicated team that is focused on pleasing customers, small businesses need to be able to do the same.
Customer delight is the goal of every aspect of your business. This includes phone lines and social media. Every employee in the company must know that they have to exceed customer expectations at every stage of the customer journey. Customer experience should be a positive one, regardless of whether they interact with sales representatives, engage with you on Instagram, open a package from your company, or call customer service.
Also read: Top 10 Hacks for Maintaining Quality Customer Relationships
Top ways to delight your customers
There are many ways to amaze and wow your customers. You can go as extravagant as a credit card company that offers VIP tickets to special events, or as simple as an e-commerce merchant who includes a handwritten thank you note with every order. It doesn’t matter what, it must be meaningful.
DeBroff suggested, “Think about your customer and what you’re doing.” “What can I do to surprise them?”
Mix it up. For example, a free cookie may work in a restaurant. It must change after that.
Setting hold and response time limits is a simple and inexpensive way to delight customers. Customers remember companies that don’t leave them waiting too long and get back to them quickly. It’s easy to delight customers and increase word of mouth when you own a restaurant. Customers will be impressed by the 24-hour customer service.
Donaldson stated that people like to talk to others, especially when they are in need of help. This gives people the feeling that they are valued and taken care of.
Customers can also delight themselves by including surprise extras in their orders, mailing personalized surprise gifts, or offering discounts for birthdays and other special occasions.
Donaldson stated, “I have a customer who has a very specific customer experience strategy.” She finds out what clients enjoy doing in their spare time and creates a personalized gift to match that. One of her clients loved to barbecue and she sent him a set engraved with his initials.
How can you measure customer delight?
Creating customer delight can take time. To get it right, you will need to try and fail. It’s not possible to do this in isolation. You need customer feedback. It is not enough to send a thank-you note by hand. You must measure the success of that order.
Majcher suggested that you start by establishing a baseline for customer satisfaction. To find out whether your service is great, good, or needing improvement, take a quick survey. Ask your customers a few questions about their expectations and what they would like to see improved. This customer feedback will help you pinpoint areas where you could improve and allow you to test the waters.
Majcher stated, “If half the people surveyed said they would love Saturday pickup, then go for it.” Survey again. What are the numbers? What did the Saturday pickup do? Did they really hang the sun or the moon for them on Saturday? If you weren’t thrilled by the response, Keep poking until your sweet spot is found. “