Satisfied vs. Delighted Customers
Satisfied customers are good. But do you know what’s even better? A delighted customer!
When a customer is satisfied it means their expectations are met. Satisfied customers are not exactly loyal customers. They will leave for a competitor if the opportunity presents itself and they won’t think twice about it. This is how I feel about my Jeep. I love it right now, but down the road when I am looking for a new car, I will look at other makes. If I like the other make better, I will buy it without feeling bad, even if I never had a bad experience with the Jeep.
When a customer is delighted it means you have exceeded their expectations and are very unlikely to leave for another competitor. Delighted customers are loyal customers. I repeat: DELIGHTED CUSTOMERS ARE LOYAL CUSTOMERS! When people are loyal to your brand they will share their experience. Make every customer feel like they are your only customer. Make them feel special! I am very delighted with the athletic club I attend. So much so that I recently completed a survey for them which took about 10 minutes, but I didn’t mind at all. I have recommended this club to numerous people and a few have even joined. I love everything about it and won’t ever leave unless I had to. So if you live in the Rochester area and love staying in shape, Midtown Athletic Club is where you need to be! What? I had to do a shout out, I’m delighted!
Don’t get me wrong, we like satisfied customers, but we LOVE delighted customers. The difference is that if a customer is satisfied with a company’s services five times and delighted once, their perception of that company is heavily influenced by their delighted experience.
While writing this I had flashbacks of sitting in Dr. Barnes’, A.K.A. “DB”, Consumer Behavior night class staring at the clock, counting down the seconds until the clock struck 9 P.M. and I could finally go to Sunny’s for ten cent drafts. Who would have thought seven years later I would be blogging about this and actually enjoy it? Thanks DB!
A delighted customer means that they have socially accepted your brand. Next week, I will talk about why social acceptance is excellent for your brand!
START DELIGHTING YOUR CUSTOMERS TODAY!