Drivers of customer delight

Amity Business School, Gwalior
DRIVERS OF CUSTOMER DELIGHT
AND
DESIGN OF STRATEGIES TO DELIVER THEM
BY,
ARCHANA PATHAK
ASHISH KUMAR SHARMA
ASHU PRATAP SHRIVASTAVA
ROHITASH SINGH SENGAR 1

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CUSTOMER DELIGHT
• “Providing a continuous stream of additional value to
customers and delivering it sooner”.
• Exceeding a customer’s expectations for quality, delivery,
price, performance of the service.
• Customer delight can create customer loyalty that
translates into long-term profitability.
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INGREDIENTS OF ‘CUSTOMER DELIGHT’
• It produces a ‘wow’ reaction - The level of service
provided ‘surprises’ customers-it could be the front
line member of staff who deals with your query,
your enquiry, or your problem on the spot.
• It appears spontaneous or unexpected - It’s like
the ‘welcome note’ when you arrive in your hotel
room. ‘Planned spontaneity’ can happen anywhere
in the customer journey.
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Cont…
• It’s the personal touch - It’s having their number on
caller id that allows you to recognise them when they
call, it’s the delivery guys who know your ‘history’ as a
customer and your importance to the business.
• It makes customers feel ‘valued’ - The email that
says ‘Welcome and thank you for your first order’, it’s the
personalised card or letter that says ‘you’ve now been a
customer of ours for 12 months – thank you!’.
• It’s genuine - The downside of this stuff is that when
it’s done badly, it looks false and creepy.
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Cont…
Ex - Every employee at Ritz
Carlton Hotels is allowed to spend
up to $2,000 to solve a customer’s
problem without referring to a
manager! How ‘empowered’ are
your front line people?
• It creates a ‘talking point’ - The
power of word of mouth is getting
stronger. And that’s the point!
‘Delighted’ customers feel it, they
remember it, they talk about it
and they come back for more of it!
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EXAMPLE
US Major Mr. Shawn who is stationed in Afghanistan,
wanted to send his wife Josephine and their 5-year-old son
Ethan, a pizza and gift card for her birthday. He emailed
their favourite pizza place the Mellow Mushroom Pizza
Bakery in Florida. He asked if they could deliver the pizza
to their home in Jacksonville, and said that he would pay
with his credit card.
Later that day, he got an email from Josephine telling him
she'd received a lovely heart-shaped pizza, some balloons
and a $50 gift card for Mellow Mushroom.
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DRIVERS TO CUSTOMER DELIGHT
• Communication – A lady lost her purse, she quickly got on
the phone to the various banks to cancel her cards and
explained that it all went very well – details taken,
courteous staff and cards cancelled – no problem.
 She then called First Direct, At the end of the process of
card cancellation, the First Direct lady then asked ‘What
are you going to do for money in the next couple of days if
you have no purse or cards?’‘I’m not really sure’ came the
reply. ’Well, would you like for me to arrange £200 to be
collected from a nearby HSBC bank? I’ve worked out where
the nearest branch to your hotel is – If you tell me what
you’ll be wearing, I’ll get them to look out for you and you
can collect your money!’ 9

Cont…
 Direct has created a culture of ‘empowerment’ and it’s a
great example of someone making it work to ‘delight’
customers! No wonder they are the UK’s ‘most
recommended’ bank!
• Services - For example, a supermarket satisfies customers’
expectations if its produce and meat are of good
quality; the floor and shelves are clean; and the wait for a
cashier is reasonable. By
contrast, customers are delighted if the supermarket offers
help in loading their groceries into their cars; free delivery
for out-of-stock goods
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Cont…
• Differentiation – An exemplary case study in this regard
is GNRC Hospital in Guwahati , The organisation has come
up with an additional pleasant surprise for their customers
at each of its points of contact. For instance, their parking
facility has everything that a customer expects from a
parking area in a large hospital. However, the surprise
element is disclosed when the customer comes back to
take his car. He finds that the car has been cleaned and
wiped! The windshield is shining and spotless.
• Consistency
• Cost
• Quality 11

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USING SOCIAL MEDIA TO MEASURE
CUSTOMER DELIGHT
• Social media can tell us what is happening in minutes and
even seconds.
• We can immediately see what the nature, intensity and
scale of a response to an input on Twitter, Face book, or a
blog, and adjust course accordingly.
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SAMSUNG
• They implemented the VOC quality response service
system in which they address the issue within two working
days of receiving the customer complaint.
• To minimize customer complaints, they introduced the
VOC Zero Center Award to raise employee interest in the
activity.
• Happy call is made to customers three days after product
delivery and installation, a text message is sent 30 days
later and a thank you letter three months later.
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LE - MERIDIAN
• The very entry into a room hired by a customer at the Le-
Meridian Hotel, delights the customer. He is welcomed
with a caption on the computer screen.
“Welcome to the hotel”
“Mr. and Mrs. Johnson and family”
“Have a nice day”.
Customer delight
Delight Customer satisfaction
to Augmented product
need Branded product
Basic product that fulfils a need.
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APPLE’S GOAL: DELIGHT THE CUSTOMERS
• Take Apple’s retail stores. It helped of course that
Apple’s mission was not to make money but to “‘enrich
the lives of customers and employees.’ The stores
would be places for people to gather and learn, not
just to buy. They would be designed to encourage an
ongoing relationship with customers, not merely a
one-off purchase transaction.
• Apple opens an average of three to five stores
somewhere in the world every month, and uses the
NPS to follow how effectively each store is living up to
the mission and make adjustments.
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Cont…
• The Net Promoter Score is obtained by asking
customers a single question on a 0 to 10 rating scale.
"How likely is it that you would recommend our
company to a friend or colleague?" Based on their
responses, customers are categorized into one of three
groups: Promoters (9-10 rating), Passives (7-8 rating),
and Detractors (0-6 rating).
• When Apple began measuring NPS in 2007, its 163
stores already had a very good NPS of 58%. In 2011, its
320 stores have an outstanding NPS of 72%. The best
stores achieve a remarkable 90% NPS.
• Making money is the result, not the goal
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