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CustomerdelightWikipedia,thefreeencyclopedia

Customerdelight
FromWikipedia,thefreeencyclopedia

Customerdelightissurprisingacustomerbyexceedinghisorherexpectationsandthuscreatingapositive
emotionalreaction.Thisemotionalreactionleadstowordofmouth.Customerdelightdirectlyaffectssales
andprofitabilityofacompanyasithelpstodistinguishthecompanyanditsproductsandservicesfromthe
competition.[1][2]Inthepastcustomersatisfactionhasbeenseenasakeyperformanceindicator.Customer
satisfactionmeasurestheextenttowhichtheexpectationsofacustomeraremet(comparedtoexpectations
beingexceeded).However,ithasbeendiscoveredthatmerecustomersatisfactiondoesnotcreatebrand
loyaltynordoesitencouragepositivewordofmouth.
Customerdelightcanbecreatedbytheproductitself,byaccompaniedstandardservicesandbyinteraction
withpeopleatthefrontline.Theinteractionisthegreatestsourceofopportunitiestocreatedelightasitcan
bepersonalizedandtailoredtothespecificneedsandwishesofthecustomer.[3]Duringcontactswithtouch
pointsinthecompany,morethanjustcustomerservicecanbedelivered.Thepersonatthefrontlinecan
surprisebyshowingasincerepersonalinterestinthecustomer,offersmallattentionsthatmightpleaseor
findasolutionspecifictoparticularneeds.Thosefrontlineemployeesareabletodeveloparelationship
betweenthecustomerandthebrand.Elementsincreatingmotivatedstaffare:recruitingtherightpeople,
motivatingthemcontinuouslyandleadingtheminaclearway.[4][5]

Contents
1Purposeofcustomerdelight
2Seealso
3References
4Bibliography

Purposeofcustomerdelight
TherearethreeobjectiveswhenimplementingCustomerDelight:
First,makecustomersloyal.AsdescribedbySewell,[6]thatfindingnewcustomerscosts4to9times
moretimeandmoneythanresellingtoanexistingclient.Itisthuscommerciallyintelligenttoretain
asmanyclientsaspossible.[7]
Asecondobjectiveistohavecustomersthataremoreprofitable.Averagedelightedcustomersspend
morewithlesshassle.AscanbeseenwiththelistofVanSetten,[8]whenallotherelementsare
correct,clientsaccordlessimportancetoprice(aslongastheirperceptionofpriceremains
reasonable).
ThelastobjectiveofCustomerDelightistohaveclientstalkpositivelyaboutyourproduct,brandor
shop,thesocalledWordofMouth.Inaworldofwellinformedcustomers,92%ofcustomers
considerwordofmouthasthemostreliablesourceofinformation.[9]Delightedclientsareavaluable
sourceofadvertisementforyourcompany.
Theeffectofachievingthoseobjectives,accordingtoReichheld[10]asdescribedinTheUltimateQuestion
2.0,[11]only9%oftheworldsmajorfirmsachieverealsustainableprofitandgrowthover10yearperiod
from1999to2009.CustomerDelightistheonlykindofgrowththatcanbesustainedoverthelongterm
accordingReichheldandMarkey.TheauthorsmentionthattheircompanyBain&Companyhave
researchedandconcludedthata5%increaseincustomerretentioncouldyieldanywherebetween25%to
100%increaseinprofits.ThebookexplainstheNetPromoterScoreasystemwhichmeasureswhat
customersarefeelingandthuscreatingaccountabilityforthecustomerexperience.
InordertoconsistentlydeliverCustomerDelightatallcustomertouchpointsthroughoutthecompany,a
customercentriccorporatecultureiskey.Withthiscorporatecultureallprocesses,systems,peopleand
leadershiparealignedtodeliverCustomerDelighteveryoneintheorganizationsharesthesamesetof
values,attitudesandpractices.Developingthecultureisanongoingprocess,acontinuousexerciseof
innovationandimprovement,involvingeverysingleemployeeofthecompany.[12][13]Anabsolutely
necessarystepislinkingCustomerDelightbehaviourtothecorevaluesofthebrand.[14]Corevaluesare
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CustomerdelightWikipedia,thefreeencyclopedia

operatingprinciplesthatguideanorganizationsinternalconductaswellasitsrelationshipwithcustomers,
partnersandshareholders.Oncecorevaluesareclearlyoutlineditiscriticaltoincorporatetheminto
everythingyoudo,fromhiring,toemployeeappraisalsanddecisionmaking.

Seealso
CustomerService
Servicequality
CustomerLoyalty
BrandManagement

References
1. Gross,Scott(2004).PositivelyOutrageousService.Howtodelightandastoundyourcustomersandwinthem
forlife.USA:DearBornTradePublishing.p.8.ISBN9780793188239.
2. Seth,RakeshSeth,Kirti(2005).Creatingcustomerdelight:thehowandwhyofCRM.NewDelhi:Response
Books.p.19.ISBN9780761932963.
3. Peters],JanCarlzon[forewordbyTom(1989).Momentsoftruth(Repr.ed.).NewYork:PerennialLibrary.
p.2.ISBN0060915803.
4. Hsieh,Tony(2010).Deliveringhappiness:apathtoprofits,passion,andpurpose(1sted.).NewYork:
BusinessPlus.pp.144,145.ISBN9780446563048.
5. Michelli,Joseph.TheZapposexperience:5principlestoinspire,engage,andwow.NewYork:McGrawHill.
p.136.ISBN9780071749589.
6. "CustomersforLife:HowtoTurnThatOneTimeBuyerIntoaLifetimeCustomer:CarlSewell,PaulB.Brown:
9780385504454:Amazon.com:Books"(http://www.amazon.com/CustomersLifeOneTimeLifetime
Customer/dp/0385504454).Amazon.com.20021119.Retrieved20131101.
7. Sewell,CarlBrown,PaulB.(2002).Customersforlife:howtoturnthatonetimebuyerintoalifetimecustomer
(Rev.ed.).NewYork:Doubleday.p.13.ISBN9780385504454.
8. "DeklantenfluisteraardoorJ.(Jan)vanSetten(Boek)"(http://www.managementboek.nl/boek/9789047004004/de
klantenfluisteraarjanvansetten).Managementboek.nl.Retrieved20131101.
9. "GlobalConsumers'Trustin'Earned'AdvertisingGrowsinImportance"
(http://www.nielsen.com/us/en/insights/pressroom/2012/nielsenglobalconsumerstrustinearnedadvertising
grows.html).Nielsen.Retrieved20131101.
10. "Bain&Company:NetPromoterSystemFredReichheld"(http://www.netpromotersystem.com/speaking
engagements/fredreichheld.aspx).Netpromotersystem.com.Retrieved20131101.
11. "Bain&Company:NETPROMOTERSYSTEMAboutTheUltimateQuestion2.0"
(http://www.netpromotersystem.com/book/index.aspx).Netpromotersystem.com.Retrieved20131101.
12. Gallo,Carmine(2012).TheAppleexperience:thesecretsofdeliveringinsanelygreatcustomerservice(1sted.).
NewYork:McGrawHill.p.25.ISBN9780071793209.
13. Kaufman,Ron(2012).Upliftingservice:theprovenpathtodelightingyourcustomers,colleagues,andeveryone
elseyoumeet.[NewYork,NY]:EvolvePublishing.pp.22,23,24,25.ISBN9780984762507.
14. Michelli,Joseph.TheZapposexperience:5principlestoinspire,engage,andwow.NewYork:McGrawHill.
p.48.ISBN9780071749589.

Bibliography
Spoil'emRotten!,FiveStarCustomerDelightinActionbyJane&TedCoine,ISBN9780595424122
TheUltimateQuestion2.0(revisedandexpandededition):HowNetPromoterCompaniesThriveina
CustomerDrivenWorld,ISBN9781422173350
TheNewGoldStandard:5LeadershipPrinciplesforCreatingaLegendaryCustomerExperience
CourtesyoftheRitzCarltonHotelCompany,ISBN9780071548335
"Youmakethedifference",byMariekevanderLaan&JohannesvandeWater,ISBN978946228
4104
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