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Ensuring Customer DelightWhen a brand meets customer expectations, it is ensuring customer satisfaction.However, when customers gets value or benefits beyond what they had expected, thebrand has ensured customer delight. Common sense suggests that a delightedcustomer would be more loyal to your brand than a satisfied customer.Customer delight, in most cases, is not about better product performance. Consumershave a certain degree of functional expectation from a brand and, in most cases, thebrand is likely to deliver a level of performance pretty close to that expected by thecustomer. This is precisely the reason why functional parameters have ceased to bemeaningful differentiators for customers to choose one brand over the other.So what is customer delight all about? How does a brand ensure customerdelight?Customer Delight is about demonstrating and providing a set of tangible and intangiblebenefits beyond the functional features, a combination of which provides value beyondwhat the customer had expected to receive from the brand.It is important to recognize that customer delight is a moving target. It is not a fixedbenchmark to be achieved. As competition intensifies and responds, the power of somebenefits to act as differentiators gets diluted or erased. Brands therefore have toconstantly monitor customer satisfaction and delight levels in relation to competitiveofferings and then create more and innovative value propositions for customers tocontinue to feel delighted.In many categories, brands have taken the easy route of providing higher value throughlower price. However, not only is there no guarantee of it being a sustainable advantage(because it is replicable by other players too) but it also strips the brand of much neededprofitability to create and sustain alternate benefits. Apart from a sensible price point,customers look at brand imagery, service and other intangible parameters for selectingbetween brands. For a brand that seeks to provide ever increasing service levels andstandards, competing on price will seriously limit its ability to invest in technology andresources to provide the desired service levels.
In a digitally enabled business environment, it has become relatively easier for brand toplan and implement strategies to provide customer delight. Though it requires an initialinvestment in time, resources and technology, creating a robust database of customersis the first step in making the task of providing continued customer delight easier andefficient for the organization.Some of the ways of ensuring customer delight through a customer base which iscaptured digitally are: - Loyalty programmes: Providing incentives for customers to stay with your brand - Collaborative marketing: Leveraging the power of your database to get other relevant brands to provide incentives to your database - Proactive marketing: Identifying customer needs well ahead so as to supply them with information/service and to help them in deciding on a purchase - Cross-selling: Identifying the most relevant products from your portfolio that your customer will benefit from and offer it to them… perhaps at an incentive for being a member of your brand. - Single service window: the ability to recognize a customer as a single entity across the many products/.services that your organization may have marketed to him - 24x7 support: initiatives like call centers and help desks are rendered more effective by use of a customer information moduleIn each of these initiatives (and more that are possible), it is possible to offer an everincreasing set of benefits. It is left to the dynamism and innovative spirit of theorganization to harness it to the max.
Prajakt Raut email@example.comPrajakt has over 23 years of experience as an entrepreneur, marketing professional andbusiness strategy consultant. Prajakt primarily consults early stage companies on strategy,focusing on business model & monetization and on creating processes to prepare thecompany for growth.Prajakt is the co-founder of Orange Cross, a healthcare services management companyand an internet based venture, currently in stealth mode.Prajakt is passionate about entrepreneurship. Prajakt’s personal goal in life is toinstigate, inspire and assist a 100,000 people to become entrepreneurs.Prior to his current ventures, Prajakt was the Asia Director for TiE (The IndusEntrepreneurs), a global non-profit organization focused on promoting entrepreneurship.At TiE, Prajakt was primarily focused on helping entrepreneurs in India connect with theemerging early-stage investor community. Prajakt also helped create interconnectivitybetween overseas investors and Indian entrepreneurs.Prajakt has spent over a decade in advertising and marketing companies including Grey,Madison DMB&B and Capital. Prajakt was also part of the founding team of a printingbusiness and a CRM solutions company.Based in Delhi, Prajakt continues to volunteer time at NEN (National EntrepreneurshipNetwork) to assist aspiring entrepreneurs in their entrepreneurial journey.Prajakt is also a self-taught designer and because of his deep personal interest as wellas past experience in advertising, enjoys brainstorming and marketing & communicationdesigning.