When was the last time you experienced delight as a customer? I’m not just talking ho-hum customer satisfaction (like the guy at the deli didn’t completely screw up your sandwich, but he also didn’t offer you a pickle on the side either).  I’m talking honest-to-goodness delight! Joy! Extreme fulfillment!

Was it last week at the coffee shop when the barista remembered your name and your favorite beverage and started firing up the espresso machine as soon as she saw your face in the window? Or two months ago when you called your cable company for technical support and they handled your problem with professionalism and rapid response?

For me, it was a few weeks ago at the cosmetics counter of a major department store. The clerk was so efficient in uncovering my needs that I ended up buying several things that I hadn’t intended to, but the items were sold to me in such a way that I couldn’t pass them up. I walked away feeling very satisfied with my experience and the value of the products I had purchased. I ended up spending far more than I had intended, but I felt great about it! Next time I need makeup, I’m going back to that clerk for her efficient and friendly manner. 

Out of curiosity, I visited the website for the cosmetics brand this clerk represented. I wanted to see what the brand says about the service experience they promise to customers.  The website talks about expert knowledge, friendly advice, and personalized service that’s defined as a “gold standard” in the industry. 

This clerk truly delivered that description to me - she’s representing her brand appropriately and expertly. Her brand is exhibiting internal-external marketing alignment by making sure the experience I have as a customer matches what the brand promises. The words on the brand’s website aren’t just lip service. The company is truly walking the walk and delivering upon their promise through helpful, well-trained employees who provide an expert and friendly experience.

Sure, we all expect to be delighted when we check into a Ritz Carlton or shop at a high end retailer like Saks, but delight doesn’t have to be limited to luxury brands. You can build delight into any brand and any customer experience. And when you delight your customers, you’re building excitement and passion for your brand. Your customers will probably buy more of your product or service and be willing to pay a higher price for it. They’ll probably think about your brand every time they use your product, and they may even tell their friends, family, colleagues, and the web about your brand.

Beyond the value you provide for your customers, you also have an opportunity to delight your employees. Setting a high bar for service is a rush for the right employee. It’s rewarding and energizing. Employees can feel excited about coming to work and delivering your brand, knowing they have an opportunity to make someone’s day. It starts with finding and hiring those brand-right people who can easily become natural advocates for your company. If you’re interviewing someone who doesn’t seem like they can truly deliver the promise of your brand - move on! You’ll be glad you did.

Delivering customer delight is a fun game to play.  It’s exciting to be the one delivering it - and it’s even more thrilling to be on the receiving end as a customer. What are some brands that represent true customer delight to you? In what ways do they deliver? Leave us a comment and tell us about your experiences.

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