Customer delight

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Customer delight means surprising a

profitability of a company, as it helps to distinguish the company and its products and services from the competition.[1][2]
In the past
key performance indicator. Customer satisfaction measures the extent to which the expectations of a customer are met (compared to expectations being exceeded). However, it has been discovered that mere customer satisfaction does not create brand loyalty
nor does it encourage positive word of mouth.

Customer delight can be created by the product itself, by accompanied standard services and by interaction with people at the front line. The interaction is the greatest source of opportunities to create delight as it can be personalized and tailored to the specific needs and wishes of the customer.

touch points in the company, more than just customer service can be delivered. The person at the front line can surprise by showing a sincere personal interest in the customer, offer small attentions that might please or find a solution specific to particular needs. Those front-line employees are able to develop a relationship between the customer and the brand. Elements in creating motivated staff are: recruiting the right people, motivating them continuously and leading them in a clear way.[4][5]

Purpose of customer delight

There are three objectives when implementing Customer Delight:

  1. make
    customers loyal. As described by Sewell,[6] that finding new customers costs 4 to 9 times more time and money than reselling to an existing client. It is thus commercially intelligent to retain as many clients as possible.[7]
  2. have customers that are more profitable. Average delighted customers spend more with less hassle. As can be seen with the list of Van Setten,[8] when all other elements are correct, clients accord less importance to price (as long as their perception of price remains reasonable).
  3. have clients talk positively about your product, brand or shop, the so-called word of mouth. In a world of informed customers, 92% of customers consider word of mouth as the most reliable source of information.
    advertisement
    for a company.

The effect of achieving those objectives, according to Reichheld &

growth over 10- year period from 1999 to 2009. Customer Delight is the only kind of growth that can be sustained over the long term according to Reichheld and Markey. The authors mention that their company Bain & Company have researched and concluded that a 5% increase in customer retention could yield anywhere between 25% and 100% increase in profits. The book explains the Net Promoter Score
; a system which measures what customers are feeling and thus creating accountability for the customer experience.

In order to consistently deliver Customer Delight at all customer touch points throughout the company, a

decision making
.

See also

References

  1. ISBN 978-0-7931-8823-9
    .
  2. ISBN 9780761932963.{{cite book}}: CS1 maint: multiple names: authors list (link
    )
  3. ISBN 0060915803.{{cite book}}: CS1 maint: multiple names: authors list (link
    )
  4. ISBN 9780446563048
    .
  5. ISBN 9780071749589
    .
  6. ISBN 0385504454
    .
  7. ISBN 9780385504454
    .
  8. ISBN 9789082799965
    . Retrieved 2013-11-01.
  9. ^ "Global Consumers' Trust in 'Earned' Advertising Grows in Importance". Nielsen. Retrieved 2013-11-01.
  10. ^ "Bain & Company: Net Promoter System - Fred Reichheld". Netpromotersystem.com. Retrieved 2013-11-01.
  11. ^ "Bain & Company: NET PROMOTER SYSTEM - About The Ultimate Question 2.0". Netpromotersystem.com. Retrieved 2013-11-01.
  12. ISBN 978-0071793209
    .
  13. ISBN 978-0984762507
    .
  14. ISBN 9780071749589
    .

Bibliography
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