![]() ![]() But, for some reason, we don’t set goals around that outcome. It proves to the customer that you intimately understand their needs and can proactively anticipate ways to improve their situation.”īy definition, then, simply satisfying customers can have the same potential to deliver high value as delighting them does. “Customer satisfaction is the process of achieving goals and consistently delivering the value you promised.Ĭustomer delight, on the other hand, is the “wow” factor. Foundationally, the idea breaks down these two important definitions: Over 20 years ago, a business trend emerged suggesting that delighting customers was measurably more profitable than simply satisfying them. The Diluted Definition of Customer Delight Rather than seeking to delight your customers at every corner, save it as a strategic outcome for the moments that truly matter. But, before we indoctrinate the phrase into the swirling no man’s land of synergistic business buzzwords, I propose we reclaim it to portray the deeply emotional response for which it was initially intended. Unfortunately, the phrase “customer delight” has lost its potency, as evidence that its definition seems to vary depending on the work context. Delight as an outcome for every single feature or customer touchpoint is not only unnecessary and can be prohibitively expensive, and it’s also pretty close to impossible. The truth is, however, it’s likely that delight isn’t the goal. The result is a team often in disagreement around when the work is “good enough” to move on to the next thing. Missing this up-front alignment inevitably creates dissonance between individual team members and their subjective interpretation of the customer feedback. In my experience, however, these teams frequently lack a shared definition of what “delight” looks like in the context of their current initiative. Getting Real about Customer Delight: The Strategy of Emotional Outcomes ![]() So, each day, well-intended product teams across the globe rally behind delight as an outcome in their work, eagerly awaiting their customers’ reaction as a barometer for success. I’d bet that at least 75% of those reading this post would say that “Customer Delight” is somewhere in the top 3 stated goals of their company for the year. It’s all the rage, and is often the reason we get out of the bed each day – we want to delight our customers in everything we do. ![]()
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