A recent article by Gregory Ciotti for Shopify, “Customer Delight is About Giving Little Unexpected Extras”, made a point that cannot be repeated often enough. In fact, it’s so important yet still not appreciated by so many small business owners and staff, that it wouldn’t be unreasonable to line everyone up at the beginning of every day and make them chant, “Customer delight is about giving little unexpected extras!”
If, after this morning routine, anyone on staff doesn’t get the message, they should be terminated. And, as Ciotti points out, delight doesn’t necessarily mean falling over yourself to please a customer; it could mean having your business set up in a way that it meets customers’ expectations (and exceeds them whenever possible) without the customer even ever having direct contact with anyone in your business.
This means that customers get to decide what constitutes “delight”; research suggests that customers regard these as delightful experiences (in descending order):
- Proactive help (teach me how to get more out of your product)
- Consistently good service
- Information about new products and services
- Built personal relationship
- Fast and friendly interaction
- No unpleasant surprises
- Service beyond expectation
How does your business stack up in delighting customers?