Before the COVID-19 pandemic, customer delight was a nice add-on. Now, it’s practically a necessity. During the pandemic, small businesses had two choices: pivot to a new business model or stay the course and hold on to the customers they already had. Those who took the latter route had no choice but to delight customers.
“Customer delight has become the way through this global meltdown, where so many of us have seen our revenue plummet,” Majcher said.
From eliciting warm feelings to building loyalty, here are four benefits to creating customer delight.
- They know you care.
Customers tend to be loyal to the businesses that appreciate them. If you go above and beyond to show you appreciate their business, they’ll be more loyal to your brand in good and bad times. This requires listening to your customers and responding to their complaints and desires. By paying attention to them, you’ll find opportunities to delight them and enhance your relationships.
- They become your promoters.
Word-of-mouth marketing is the cheapest and arguably most effective way to promote your business, and delighting your customers is a natural way to achieve it. Delighted customers tend to share their excitement with friends, family and others in their network. They might share an update or post a tweet praising the brand. That referral is more powerful than an ad campaign.
- It increases customer spending.
Customers tend to spend more with the companies that make them happy. The more you delight them, the more they are apt to spend.
- It protects your reputation.
Your business is only as good as its reputation. A bad review on Yelp or several complaints on social media can have a negative impact on your sales. If you give your customers delight, it will cushion the blow from any bad reviews. You have brand ambassadors who believe in your company and will likely defend you against negative comments.