Delight is a word in customer success that has been tossed around a lot...but what does it really mean and how do you create a strategy and process for it? The team at Bonjoro decided to dig into this word and concept, and they were able to come up with some very interesting findings. Join Planhat and the Bonjoro team as we discuss their findings on delight and customer success, as well as their suggestions for creating a strategy to incorporate it into your business strategy. What you'll learn: • What is customer delight and why customer success should drive it? • Why is it important? • How can you use it in your CS strategy? • What is the potential ROI? • Q&A @ the end

1. What is
Customer
Delight?
With
Matt Barnett &
Oli Bridge

2. “Put it in lipstick on your mirror, or
whatever...Any business with
delighted customers has a sales
force they won’t have to pay; You
don’t see them, but they are
talking to people all the time.”
Warren Buffett

3. Agenda
● What is customer delight?
● Why is it important?
● Examples of customer delight done well
● Tips for getting started with your customer delight
strategy
● Q&A at the end

4. “Customer Delight is a systematised
and intentional approach to delighting
your customers to increase
engagement, loyalty, and advocacy.”

5. What actually is it?
● It produces a wow reaction
● It appears spontaneous or unexpected
● It contains a personal touch
● It makes the customer feel valued
● It’s genuine
● It creates a ‘talking point’

6. Why it works
Personalisation = “The Cocktail Party Effect”
Reticular Activating System as pathway to someone’s conscious mind:
“If you’re at a party with dozens of people chatting, you’ll find that you can easily tune out of
those conversations. They’re background noise. But, as soon as someone says something that
is of particular interest to you, you will magically tune into that specific conversation.”

7. Beware the
“But it’s not my job…”

8. Why does all this matter to Customer Success?
You have a crucial role to play in BRAND building, often
you are the face, the voice of the brand!.
Don’t think your role is ONLY about to getting
people to value in product
That is core, but not mutually exclusive
with delight!

9. Why does this matter now?
We are stuck at a juncture between automation and human relationships.
Ethos at Bonjoro: Automate processes but never relationships
+ When done right, Customer Delight can be the biggest lever for
conversion and retention within your business.
+ In today’s SaaS ecosystem you need the basic commodities to even
compete and sell, so delight is one way to stand out

10. CS is a GROWTH engine too
1. Make customers loyal because retention is 7 times more cost effective
than getting new customers. Commercially it is intelligent to retain as
many customers as possible.
2. Have more profitable customers - delighted customers accord less
importance to price.
3. Generate a growth channel of advocacy. 92% of customers consider
word of mouth as the most reliable source of information.

11. The Maths behind delight
● NPS measures willingness to recommend your product.
● A score of 50 > 1/2 customers are willing to recommend
● If 35% actively refer 1 customer = 17.5 % free leads
● In reality 5% will refer 11 + leads, and 1% of your true
influencer’s will bring you 100’s to 1000’s of referrals…
The impact to your bottom line starts to reach 10 - 20% pretty quickly.

12. The Maths behind delight
● Quite simply, if you double your NPS score, you’ll double
the number of referrals your business will get.
● @Bonjoro, 50% of our entire growth comes from Customer
referral (N.B. our NPS is 75).
Referred customers have a 13% conversion rate (3x greater than the
industry average), 37% higher retention rate, and a lifetime value of 16%
more than the average customer.

13. Wall of love ❤️
Bonjoro is just about to release a Wall
of Love on our site
Nps = 75

14. Product & Brand influence =
motivated CS teams
Delighted customers can drive the
brand from the inside out NOT just
marketing!

15. The Key to Delight
Fuse with your existing customer touchpoints to ELEVATE them.
Not a replacement
Take relationships from 1 - 1000 in seconds!! Simple things, massive
impact on your job

16. Strategy & Tools to systematically delight

17. Say hello to our Chief Delight Officer

18. Gifs on brand

19. Hand written cards

20. Personal videos
"We have been using
Bonjoro for 3 months &
reduced our overall churn
by 17%"
Matt Ragland, ConvertKit

21. Case Study: Fusing Delight with Success
Russ Perry & Alex Guevara,
Design Pickle

22. Bonkers AMA from Design Pickle CS team

23. Freestyle raps to thank annual upgrades

24. 6 steps to get started

25. Step 1.
Take time to define your own values,
these will define the limits and
direction of your approach to
customer delight.

26. Step 2.
Identify your key customer moments.
Map their journey on a sheet of paper
and look for opportune moments to
add a personal touch vs. your usual
automated touchpoints.

27. Step 3.
Begin to test some of your ideas at
those key customer moments. Test
often and test fast, you learn as
much from what doesn’t work as
what does.

28. Step 4.
Share your successes internally.
Pro tip: create a Slack channel
dedicated to customer feedback
that your entire company or team
has access to.

29. Step 5.
Continue to refine these activities and
bring customers closer to your
organisation.
Always take time out as a team to discuss
the things customers have loved, and let
this energy feed future efforts.

30. Step 6.
Measure. Measure. Measure.
NPS is a simple measure that will
demonstrate the effect of your efforts.

31. @bonjoroapp
https://www.bonjoro.com/uses/saas