If you are still talking about customer satisfaction then you are still living in the past. That buzz word is no longer applicable today. It might have been the “in” thing several decades ago but it is certainly not the buzz word nowadays. In fact, I don’t know if most businesses still use the term to operate their trade.
Well, anyway, so what do you think is the buzz word today?
These days, we should always think of more rather than what is just the average. In this day and age, we should always go one step further. Our customers, or clients if you like, should not just be satisfied. They must be delighted. Customer delight is what should drive our performance.
But what is the difference anyway?
Well, customer delight is all about anticipation. Anticipating the needs of your customers before they even arise is the principle behind customer delight. Please your customers by knowing what they will appreciate before they know it – this is the way to go, especially when you’re thinking of creating your marketing collaterals like your brochure printing pieces or even your flyer printing.
So how do you ‘delight’ customers in practice? If you have competition, you can win over new customers by accurately anticipating your competitor’s service capabilities and strategies, and then beating them to the punch. Anticipation.
If you process a check-out request by a hotel guest efficiently then you have a satisfied customer. But if you take the extra step to ensure that a bellboy is waiting for him as he opens his door or when the valet brings his car right in front of the hotel then that is anticipating his needs. Delight.
When your flyer or brochure not only gives out information but anticipates possible questions or needs then that is ensuring customer delight.
Taking that extra step to ensure that your customer is not just satisfied but delighted as well, gives a totally new meaning to the word ‘customer service.’ It is that extra service, that extra step in anticipation of a need is what defines customer delight.
In this world where only the best survives, there is no room for complacency. Everyone must be a market leader. Remember that there is not a market leader in any business that can keep its position by being complacent. To be a leader, you must be a pioneer, a trailblazer to see what your customers will want in the future. Then by all means, plan a strategy to deliver it to them before anyone else in the market place.
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