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How to create customer delight - Insights
Customer delight

How to create customer delight

The inbound methodology focuses on ‘Attract’, ‘Engage’ and ‘Delight’. Inbound is a philosophy based around helping people and making your prospects feel valued. Some may believe that ‘Attract’ is just for marketers to work on, ‘Engage’ just for sales reps and ‘Delight’ just for service reps. However, for a company to successfully follow the inbound methodology, everyone should be involved in them all. We have taken a look at what ‘Customer Delight’ is, how it can benefit your business, and how your business can create it.

What is Customer Delight

Hubspot defines Customer Delight as:

“the process of exceeding a customer’s expectations to create a positive customer experience with your product or brand to improve loyalty.”

This is why it’s so important for your marketing and sales teams to also be involved in ‘Delight’ and not leave it to the service representatives after the customer has bought something from you. In order to provide a great customer experience, you need to understand what motivates your customers and prospects. By doing so, you are able to build trust and loyalty amongst them.

The best way to build loyalty and trust

Every company wants to have loyal customers. Delighting your customers is the best way to build loyalty and trust. By knowing what motivates your customers and prospects, you are able to tailor your website to them. You can make it easier for them to find the information they are looking for, provide any additional insights and resources they might need or make it easy to contact you via their preferred method.

How it benefits your business

So we know what ‘Customer Delight’ is and how it’s the best way to build customer loyalty and trust but how does this benefit your business.

It sounds simple enough, if a customer has a great experience with your company, they’re likely to return. If they have a bad experience, they’re going to go to one of your competitors and most likely tell others about their bad experience as well. Social media has now increased the reach as well for customers who have a bad experience. By ensuring you delight your customers, you are able to provide them with a good experience which will encourage them to return. They could also then become promoters of your company, telling others how great their experience was.

How to create Customer Delight that lasts

There are a number of ways to create customer delight that lasts. Arguably the most important way is by providing a solution to your customers and prospects’ problems. There is always a reason for someone to visit you and they require a solution to their problem. It should be easy for them to find this solution. By doing so, you are proving to both your customers and prospects that you understand their needs and that you are the solution for them. By doing this for your prospects as well as your customers, you are showing them the expertise you can offer them if they choose to become a customer. You can easily offer this through chatbots and/or a blog.

Chatbots allow a timely response

Chatbots can ensure that you are able to give a timely response to your customers’ problems. Even if the chatbot isn’t fully automated to answer their questions, you can still use them to tell the customer that you are looking into their problem and will be in contact within a certain period of time. This way, the customer knows that you have received their question and when they can expect to have a response by.

A blog can help solve future problems

Having a blog allows a company to not only solve problems customers might currently have but also provide information so they can avoid problems in the future. It also allows them to look through it in their own time instead of waiting for a response. Your blog could include useful tips, educational resources and recommendations that you believe will help your customers.

Create buyer personas

In order to delight your customers, you need to understand their needs and pain points. You can then ensure you target these to ensure they don’t come across any problems. To be able to do this, you need to create buyer personas to fully understand your customers. These personas should also be updated regularly to ensure they always replicate your current customers. As you grow over time, you can use these buyer personas to help you innovate your products or services as well as processes to ensure you keep your customers delighted.

Create a memorable customer experience

Customers have a multitude of companies online to choose from to solve their problem. You need to ensure that you stand out from your competitors. In order to do this, you need to create a memorable customer experience to make a lasting impression. This experience needs to be memorable throughout the entire inbound methodology. Although customers are happy when their problem is solved, they are truly delighted when the customer experience goes above and beyond to help them. Personalising emails and your website can make it look like you are speaking directly to individual customers which can help increase customer loyalty.

How will you delight your customers?

Delighting your customers can help build brand loyalty and trust as well as help you grow your business. By not exceeding your customers expectations of your business, you risk alienating them and losing them to your competitors. By implementing our tips, you can start delighting your customers in no time.

Written by: Thomas Coughlan
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