Delighting Your Customer

Ways to stand out from everyone else

Jul 19, 2023

A few years ago I heard a simple phrase on the mindset of a business in relation to customers; find them, entice them and delight them.

What really stuck out to me was the delight them part. Notice it doesn’t say to service them, be there for them or take care of them. It says to delight them, which has an entirely different and deeper meaning.

It's not just about satisfying your customers' basic needs or minimum required customer service, but exceeding their expectations and creating a memorable experience. Delighting a customer occurs when you create feelings of unexpected joy and delight.

I like this quote from Marley Majcher, CEO of corporate event planning firm The Party Goddess.

“To achieve customer delight, the customer has to be able to say the business got all of the basics nailed and did something so uncommonly great the customer would’ve said the equivalent of an out-loud ‘no way,'”

“‘No way’ moments happen when the customer’s life was made so much easier in such an unexpected way they are compelled to shout it from the rooftops.”

Can you do this? Have you done this? Are you currently doing this?

If someone else is offering the same product or service, for the same cost, how do you differentiate yourselves? How do you stand out? How do we get and retain that customer over the others?

Long standing business-customer relationships are not always centered and focused on money. They’re not built upon price. This is often forgotten when sales people try to land new customers on the basis of price.

By delighting your customer, they in turn become brand evangelists for you and your company. They’re basically an unpaid sales force that reduces your need to hire more staff.

Here is a visual that helps understand how the focus has shifted. What used to be known as the funnel strategy is now known as the flywheel strategy.

This always makes me think back to a line in Paul Jarvis’s book, Company of One where he talks about entrepreneur Sean D’Souza.

“Part of Sean’s customer retention strategy involves sending his customers a box of chocolates, with a handwritten note and sometimes a small cartoon he draws himself. The package costs him approximately $20, which includes shipping from New Zealand (where he lives currently), but it’s the one thing his customers talk about. They’ll buy a $2,000 training from him and talk about the chocolate. He’ll give a speech at an event, and people will talk about the chocolate.”

Circling back to the question I posed earlier. Can you do this? Have you done this? Are you currently doing this?

I went back and thought of instances where I was delighted as a customer. Not just happy, pleased or satisfied, but actually felt delighted. When I was treated extra special and felt the “no way” moments.

When we’ve finished our meal, it’s always a delightful surprise when the server comes over with dessert as a complimentary gift from the restaurant. What do you think the odds are that we go back there to support them?
We bought a painting from an art gallery two hours away in an area where we vacation. The gallery owner and his wife drove the piece down to our home and delivered it in person. Saving us from having to drive a total of four hours to get it. When we want to buy any artwork, where do you think we go?
After I ordered a pour over at my local coffee shop, I was asking questions about the pour over making process. It turns out they had me come behind the counter and explained the entire pour over making process. How it worked and why they did each step the way they do. Every time I have one now I have a whole new understanding and respect for the science baristas do. Where do you think I go for coffee every morning?
I go to the same place every Wednesday morning for breakfast. When I sit down they give me the coffee I like and a large water. They put in my food order which is always the same (avocado toast). All of this without even asking me. Everyone there knows what I order and they all seem to greet me with a good morning each time. Including the owner. Talk about delightful service. It isn’t just the great avocado toast that keeps me going here every week.
While I was at one of my favorite restaurants, the owner gave me a behind scenes look at the kitchen at work. Watching them create the dishes, the communication and teamwork was just awesome to see. It was like a backstage pass to me to see a James Beard winning restaurant’s kitchen in action. Think I go back often and tell others to go here?
When we were building our house, our local appliance salesman sent us on an overnight stay to where the appliances we were considering were made. The company located right here in Wisconsin made us a multi-course dinner using the appliances and showed us how the various units and options avaliable worked. If we had any questions they answered them. Think we’ll ever consider another brand or salesman?
A builder who came highly recommended, showed us two homes he was currently working on and two homes he completed years ago when we were considering him to build our home. The other builders we spoke to only wanted to talk numbers and give us a bid. Who do you think built our home?
When we were looking to do a pool, the pool guy who was recommended to us took and showed us three different pools he had done before he gave us a price. Do you think we even talked to another company about a pool?
As a thank you for making a purchase we received a customer engraved cutting board.
I’ve had to call or text various home service people for a problem at my house or office. They’ve been over within hours or the next day. Some don’t even charge me anything because it was a minor fix. It makes it feel to me like they drop what they’re doing to delight me. What kind of price can you put on that type of responsiveness and honesty?
My banker showed up one day with a box of rare chocolates from a local chocolate shop that he knows my family and I really enjoy. Think he keeps my business and gets referrals from me?
I wanted to get my wife a new vehicle for Christmas. I text my auto salesman what she wanted and he ordered it. We waited months as it got built. It came in the day before Christmas. He had it cleaned and ready for us the next day. Talk about a delightful experience. Think we bought more vehicles from him?
While at my favorite steakhouse in the country with my family, our server was talking with me about bourbon. He knows Blanton’s is one my favorite and that I was missing a specific letter of the collectible tops. At the end of the evening he gave me the Blanton’s bottle top of the letter I was missing. Think this place is still my favorite?
When you receive a handwritten thank you, it just hits differently.
Last summer I wrote about our family’s vacation and the delightful experience we had in a post called The Story of Sam: Kids, travel and a bellman. You can imagine the lasting impact if I wrote about it.
What if you found what someone likes to do in their leisure time and you send them a customized gift based on that. If you know someone who likes to barbecue, you could send a set of barbecue utensils, a cutting board or knife with their initials or name engraved on it. Through conversation you find what people’s passions or hobbies are.
What if you knew someone who wants something but they have never been able to find it. What if you found it and delivered as a gift to your long time customer? Think that would make an impact? A customer for life?
By listening to your customer they gave you an idea or tip to improve your product or service. If the change or improvement is made, point it out to them and thank them. Their relationship with you has moved to another level. They now feel like a vested business partner, almost like a shareholder or owner. Talk about a win-win.

What similar instances like this have happened in your life? How did you feel when you experienced that “no way” moment?

With a focus on creating memorable experiences, you can build a base of loyal customers who will keep coming back for more. Keep it genuine, keep it personal, and keep surprising your customers with unexpected delights. Go from ordinary too extraordinary. This creates long term loyal customers who become brand evangelists and raving fans of your product or service.

When someone thinks of your product or service, do they think of you?

The Coffee Table ☕

People are still flying. In fact, they’re actually now breaking records for the highest number of passengers a day. I thought this would have sure slowed by now. I was way wrong on that.

I liked Ben Carlson’s post 3 Overrated Financial Concepts. I agreed with Ben’s take on all three; eff-you money, a house is your best investment and paying off your mortgage early. The second two subjects really make you think about which is better. I think it’s really a personal preference. There isn’t a “right” answer.

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