Customer Delight: Surprising customers with the level of service you provide.

The very favorable experience of the client of a business when they have received a good or service that significantly surpasses what they had initially anticipated. A marketing department can use instances of customer delight to a company's advantage by requesting referrals and obtaining testimonials from delighted customers that can help attract new customers. Customer delight occurs when customers' needs and desires are not only met, but met in such a way that exceeds customers' expectations. Not to be confused with customer service or customer satisfaction, customer delight involves a business going above and beyond normal customer relations in order to provide an experience that will leave a marked impression on the customer. Customers who experience delight in dealing with a business are more likely to return to the business, and also more likely to recommend the business to those they know. For that reason, many businesses are focusing their attention on how they can generate delight in their customers. Take these steps if you are interested in achieving customer delight. Customer Delight = Results Expectations

Ingredients of Customer Delight: Ingredient 1: It produces a wow reaction! The level of service provided surprises customers it could be the speed of response, the knowledge and willingness of the staff member, the way a problem is resolved. Its not what they expect from your industry sector and not something theyve experienced from competitors or from you in the past. Its the retuned call at the specified time, its the delivery that arrives early, its the front line member of staff who deals with your query, your enquiry, or your problem on the spot (and doesnt have to ask a manager for permission!) Ingredient 2: It appears spontaneous or unexpected! Customer delight by definition is often unexpected. However its worth pointing out that some businesses build spontaneity into the way they do business! Its the welcome note when you arrive in your hotel bedroom, its the car parking space thats reserved for you when you arrive at your suppliers offices, its the

receptionist whos expecting you, remembers you, and even remembers how you take your tea or coffee (mines black, no sugar!), its the standard letter that says according to our records, you paid us on time Thank you! (It amazes me how many businesses have standard letters for saying youre 30 days / 60 days / 90 days overdue, but dont have one to say thanks for prompt payment!). Planned spontaneity can happen anywhere in the customer journey. Ingredient 3: Its the personal touch! Really customer focused businesses know and understand their customers, whats important to them and what makes them tick. The key bit is letting customers know you know this! Its the unprompted bit of value adding information that gets sent to them, its the handwritten personalised pss on letters, its having their number on caller id (in the office as well as mobile) that allows you to recognise them when they call, its the delivery guys who know your history as a customer and your importance to the business.

Ingredient 4: It makes customers feel valued This can often be a simple thank you!, the email that says Welcome and thank you for your first order, its the personalized card or letter that says youve now been a customer of ours for 12 months thank you! Sometimes, its the quick phone call that says How are things? or heres something I think you might find useful, interesting or helpful (it might be something not directly related to your products an interesting news article, website, case study, lead, or opportunity as before, the key is making sure its relevant, personalized and genuine!). Scarily, it could be something as simple as front line staff taking an interest in me as a customer, and demonstrating that listening, smiling and answering my questions! Ingredient 5: Its genuine! The downside of this stuff is that when its done badly, it looks false and creepy. I call it scriptease when its easier to follow the script than it is to interact with and genuinely care for the customer. Really customer focused businesses empower and encourage their people to take responsibility and to take the initiative. Every employee at Ritz Carlton Hotels is allowed to spend up to $2,000 to solve a customers problem without referring to a manager! How empowered are your front line people?

And finally.... Ingredient 6: It creates a talking point! The power of word of mouth (and word of mouse!) is getting stronger. However, people only talk about brilliant stuff and poor stuff they dont tend to talk about ok stuff! The challenge therefore is to do stuff that gets people talking (positively please!) and thats what customer delight can do! In the words of Maya Angelou, People will forget what you said, people will forget what you did, but people will never forget how you made them feel And thats the point! Delighted customers feel it, they remember it, they talk about it and they come back for more of it! (However, its worth pointing out that they do come back with higher expectations, but thats another article!). How to Achieve Customer Delight: 1. Imagine you are the customer dealing with your business. Walk your way through an entire sales transaction with your business, as a customer. This will help you identify where your business is falling short on creating customer delight.

Reception. The people who answer your phone and greet customers at the door are the customers' first impression of your business, and will set the tone for the rest of the experience. They need to be well-versed in customer service, even though they are not salespeople. Call the office and ask for yourself. See how your call is treated. Sales. Your sales team should be thoroughly knowledgeable about your service or product line. They should also be able to anticipate customers' needs and wants without prompting. Customer care. There should be a system in place for customer follow-up and a part of your staff that is dedicated to handling customer feedback. Product or Service. Your business offerings should live up to everything they are advertised to be, and more. Your inventory should be well-stocked. Delighted customers are those who don't have to wait for their purchases to come in on back order.

2. Request customer input. Treat this like a marketing campaign, making it a point to reach as many customers as possible to get them involved in your effort to

improve their experience. Offer a coupon or a promotional special in return for survey responses.

Email. Send a mass email with a link to an online survey. Direct mail. Send out postcards that can be filled out and returned at no cost to the customer. In-store suggestion box. Make a survey form and drop box visible and accessible to customers who are shopping in your store or visiting your office.

3. Inform customers of your intent to evoke customer delight. Make this message part of your customer input campaign.

4. Identify the staff members or business divisions that are not meeting the high standards that produce customer delight. Use your own observations along with whatever customer feedback you get to pinpoint where, exactly, your business can make improvements that will raise you above basic customer service.

5. Create and implement a plan. Once you have identified areas in which your business can improve, take the time to make a plan that will reap the results you are looking for. The following practices produce delighted customers:

Personable service. Referring to customers by name and keeping a record of their preferences are great ways to personalize your customer service. Spontaneity. Your staff should be enthusiastic about caring for customers. Their actions should reflect a genuine desire to create customer delight, rather than a scripted or procedural approach. Follow-through. Keep in regular contact with your customers, either by mail or email. Send them offers and/or information according to their purchase history and preferences that you have on record.

6. Reward employees who go above and beyond customer service in order to create delight in customers.