Being memorable is the key to success, but this can be difficult to achieve. It requires a lot of finesse, which is where customer delight comes in. Customer delight goes beyond providing great products and services and solid customer support. It’s showing you care in out-of-the-blue ways that surprise customers. It can be as simple as a handwritten note or as extravagant as a special event.
“Customer delight occurs when you create feelings of unexpected joy and delight that leads people to not only feel positive about the company but also spread the word,” Stacy DeBroff, CEO and founder of marketing company Influence Central, told Business News Daily. “Media and brands are constantly thinking of ways to delight customers.”
Delighting customers isn’t rules-based science. It comes from understanding your clients and showing you care. However, there are general guidelines you can follow for success.
Achieving customer delight doesn’t have to be costly. It’s about going the extra mile in unique and ever-changing ways. If done right, it leaves customers so delighted that they clamor for more. They become your brand ambassadors, spreading the word about your business and how you’ve surpassed their expectations.
“To achieve customer delight, the customer has to be able to say the business got all of the basics nailed and did something so uncommonly great the customer would’ve said the equivalent of an out-loud ‘no way,'” said Marley Majcher, CEO of corporate event planning firm The Party Goddess. “‘No way’ moments happen when the customer’s life was made so much easier in such an unexpected way they are compelled to shout it from the rooftops.”
The key to wowing customers is knowing them. If you don’t know your customers, your efforts to delight them will fail.
The process of creating customer delight will be unique to your business. For one travel credit card company, it meant creating virtual events when travel came to a halt during the pandemic. For an e-commerce merchant, it meant throwing a surprise product into an order or including a handwritten thank-you note.
“It’s really about giving customers an experience that triggers a burst of brand enthusiasm, which increases affinity and loyalty,” DeBroff said. “It’s not about the price; it’s about something unexpected to recognize their loyalty.”