Creating customer delight is the responsibility of every customer-facing employee in your company. Larger businesses may have a team focused solely on wowing customers, but for small businesses, the job is everyone’s.
The idea is to create customer delight in every aspect of your business, from the phone lines to social media. Everyone in the company should know they need to surpass expectations throughout the customer’s journey. Whether a customer interacts with a sales representative, engages with your brand on Instagram, opens a package from you, or calls customer service, they should be delighted with the experience.
There are endless ways to wow and surprise your customers. It can be as extravagant as the credit card company that provides VIP tickets to exclusive events or simple as the e-commerce merchant that includes a handwritten thank-you note with each order. Either way, it has to be meaningful.
“Think about your customers and what it is you’re doing,” DeBroff said. “What can you do to catch them by surprise?”
Make sure to mix it up. If you run a restaurant, for example, a free cookie might work the first time. But after that, it must be different.
An easy and low-cost way to delight customers is to set hold and response time limits. Consumers remember the companies that didn’t keep them on hold for too long or got right back to them. If you operate a restaurant, setting a goal to greet and seat customers in under five minutes is an easy way to delight them and boost word of mouth. Providing 24-hour live customer service can also wow customers.
“People like to speak to people, especially when they need help,” Donaldson said. “This elicits the feeling of being valued and cared for.”
Other easy ways to delight customers are including unexpected extras with their orders and mailing personalized surprise gifts or offering discounts on customers’ birthdays and other special dates.
“I have a client who has a specific customer experience strategy,” Donaldson said. “She finds out what new clients like to do in their leisure time and sends them a customized gift based on that. She once had a client who loved to barbecue, and she sent him a set of barbecue utensils with his initials engraved on it.”