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Adding Delight to Your Customer Experience

Eric Crews
|
10.7.2021
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Are you delightful?

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No, not you personally. At least not necessarily. The thing you’re selling.

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When I work with clients, we frequently encounter companies who are operationally strong but failing to delight their customers.

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How do you know if your offering doesn’t delight?

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  • Your product isn’t flying off the shelves (at appropriate conversion rates of course)
  • You’re not getting referrals...even if you ask for them
  • Your external marketing efforts seem on target, but they aren’t attracting new buyers

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What the heck is going on here?

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Remember What Matters Most

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One of our guiding principles is “Remember what matters most.” If you get these three things right, everything else eventually takes care of itself.

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  • That your customers absolutely love you
  • That your people love working at your company
  • That the business makes money

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But if you’re missing one of these three? You’re in trouble, and you’re probably feeling it.

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Companies get tripped up the most on #1: making sure your customers absolutely love you. And if your clients aren't delighted, you need to solve that problem ASAP.

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Companies That Delight

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Some of the world’s biggest, most ubiquitous brands also provide incredible customer experiences and inspire extreme loyalty. Coincidence?
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Three of my favorites:

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Disney. You already know how much I love the Mouse. There’s a reason a “Disney experience” is like no other—their fanatical attention to detail. 

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Starbucks. The coffee giant sells an estimated 28 million pumpkin spice lattes every year. A third-party report explicitly calls out “surprise and delight” as a key tenet of the Starbucks experience. 

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Apple. Even during a pandemic, Apple fans queue up for the chance to purchase the newest iPhone release. Apple may not be universally loved, but hey, nobody ever said delighting your audience and being a polarizing brand were mutually exclusive.

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‍What Delighting Your Customers Can Do For You

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Being an entrepreneur is hard enough even when you’re crushing it. But if the market is not graciously accepting what you’re selling, the challenges are exponentially greater.

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I’ve been at this for 30 years, and from what I’ve seen, delighting your customers boils down to being at least a little bit obsessive—especially in the early stages of delegating and building out your team. 

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To be clear: I am not (necessarily) talking about sending every customer an extravagant gift bag. Nor am I implying you have to be perfect all the time (you won’t be). 

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What I’m talking about is consistently delivering a high-quality product, with the high-quality service to back it up.

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Note: If you feel like you truly provide an amazing customer experience but just don’t have customers who love you, then you could have a different issue: product-market fit. If you think this is you, we can help. 

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Get this right, and you will LOVE running your business.

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You’ll receive constant compliments about your offering or service—a terrible standard, but it’s true.

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You’ll have high retention rates or high numbers of repeat clients.

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You’ll frequently get referrals and start growing through word of mouth. 

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(Yes, I still stand by my statement that you can’t grow this way forever...but it still feels really good to get those leads that come in without any effort whatsoever.)

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And once you get it right, this cycle of virtue starts to create a flywheel. Use your marketing to capture what customers love, and the market will absolutely love you too.

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Ready to transform your customer experience and boost your conversions, retention, and bottom line? Set up a call with our consulting team to see how we can help.

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