Customer Delight: How to go the Extra Mile for Customer Experience
Providing a positive customer experience is crucial if you want your business to succeed. Great businesses organically acquire positive reviews and word-of-mouth recommendations. They also avoid the pitfalls of customer churn.
You need to work hard to deliver a good service for your customers. If you want to take it one step further and beat the competition, you must strive for customer delight.
Customer delight refers to going that extra mile, whereby you do more than expected. The goal is to blow away your customers with amazing marketing and sales material, a fantastic product, and great after-sales customer support.
Read on if you’re interested in providing this type of service to your customers. The remainder of this guide will cover business tips you can use to achieve customer delight.
1. Amaze People with Your Content
You need to make the most of the content and communication you share with your customer base. That means ensuring every piece of content you publish, across every channel, meets your exacting standards.
Decide what marketing channels you will use and the type of information to share. Don’t stretch yourself thin. You need sufficient capacity to manage each marketing channel effectively.
Once you’ve determined the marketing channels you’ll use, create a content plan.
A well-managed content marketing strategy will help you engage, educate, and convert prospects. If you were going to focus on blogging, for example, you’d need to identify suitable keywords, create topic clusters, research the blog topics, and write amazing pieces of content.
You’d take a similar approach to create great content on social media.
Try to engage your audience as well. For example, you can repost images shared by your customers. Here’s an excellent example from Lenskart where they share a customer’s photo.
Sharing user generated content is a great way to engage with your customers. User generated content is also a great way to advertise your products by showing them how customers use the products you provide.
2. Provide Personalized Offers
Getting to know your customers is another way you can achieve customer delight. For example, rather than sending a generic email to everyone on your email list, take the time to segment your audience and send email marketing content relevant to their interests.
You could use their purchase history and activity on your site to determine the type of content to send. For example, if a customer recently made a purchase, you could send them an email with a link to some handy tips that help them make the best use of the product.
Alternatively, you could send an email offering relevant related products they might be interested in buying. You might offer these products at a steep discount. That would make a person happy.
Taking the time to get to know your customers is important. Customers come back to companies that go the extra mile to keep them happy. Only shortsighted businesses see these types of efforts as unnecessary expenses.
3. Respond to Queries Promptly
Customer expectations have increased significantly in recent years. And due to the fast-paced world of social media, people expect replies to their inquiries almost instantaneously. Therefore, quick and effective communication with customers is something that you need to master if you want to achieve customer delight.
After all, failure to promptly provide answers could encourage them to turn to your competitors.
Use the best available software to aid your customer support efforts. For example, a multichannel contact center can help you manage queries across different channels. That means you can handle more channels while responding to queries promptly.
4. Surprise Customers with Acts of Kindness
Random acts of kindness can greatly impact customers and their loyalties. If you ever visited a local coffee shop and have been told that your drink is on the house when you reach the checkout, then you will be familiar with a random act of kindness.
Customer delight is an effective way to improve customer experience and boost loyalty. Not only do random acts of kindness show that you appreciate your customers, but they are also memorable events that could make customers more inclined to shop with you in the future.
Making your customers happy can be straightforward. For example, include a free item in an order, send an unexpected gift voucher, or simply a surprise letter in the post.
Many companies automate random acts of kindness. For example, leading athletic fashion brand Puma sends a happy birthday email to customers.
As you can see, Puma provided the recipient with a discount code. Providing some money off is a nice way to incentivize the person to shop at your store. That act of kindness is also something they might remember the next time they go shopping.
How can you create a culture of customer delight?
Customer delight is important. You learned some of the ways that it can be achieved in the previous section. However, you also need to consider whether your company has a culture that supports customer delight. This means, do your employees know how to create customer delight within their roles?
It isn’t enough for a company to strive to create customer delight. You need to implement changes at all levels of the business to keep employees happy and provide them with the tools to provide a great customer experience.
1. Encourage Engagement with the Brand
Thanks to the internet, engaging with your customers is a lot easier than it once was. You should make the most of this through your sales and marketing activities. The goal is to develop that relationship with your audience.
You can encourage brand engagement through quizzes, contests, raffles, and user-generated content (UGC) submissions. Running quizzes and other types of events is straightforward, and the results can pay huge dividends for your business.
Take the example of Foundr, a business magazine for entrepreneurs. They ran an online contest where they gave away some great prizes. The contest generated 13,602 additional email subscribers, which is huge for the business. It was also a way to engage their core user base without selling them anything.
2. Focus on Keeping your Employees Happy
Happy employees equal happy customers.
It is that simple.
Satisfied employees are more likely to stay with the company and provide the best possible service for customers. They are more likely to over-deliver, which impacts customer perceptions of your business. Customers have also become increasingly mindful over the past few years about the sort of working conditions that their favorite businesses provide to their workforce.
Keeping your employees happy can be achieved by paying them fairly, rewarding them for positive actions, and even celebrating team members who have gone that extra mile for customers. For example, you might reward a salesperson who takes the time to master personal selling.
Making an effort to develop and nurture your employees makes for a happier workforce. Happy employees provide better service to customers, prospects, and the general public.
3. Tap into Customer Feedback
Spend time talking to your customers and asking for their feedback. From here, you can then find out what exactly it is that would improve their experience with you. You can then take it that extra mile to create customer delight.
Tapping into customer feedback will also help you understand what your customers don’t like.
You must gather customer feedback regularly and monitor changing expectations. That is important if you want to keep customers for years to come. Where possible, make it easy for customers to provide you with feedback.
For example, companies such as Uber collect real-time feedback from customers about their service. The process is fast and efficient.
As you can see, not only does Uber ask riders for instant feedback, it also allows them to provide insight into specific areas of the driver's service, such as great conversation, expert navigation, and entertainment value.
Achieving customer delight is not something that can happen overnight, and it can take a considerable amount of time before your company knows how to exceed customer expectations. Customer experience is constantly changing, and even if you think you have a great strategy in place today, this could change again by tomorrow.
Therefore, you must aim for a customer-centric approach to business and always think about different ways to benefit your customers and improve their experiences. Don’t be afraid to try different strategies, as this will help you evolve your processes and deliver customer delight.