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Customer delight is surprising a customer by exceeding his or her expectations and thus creating a positive emotional reaction. This emotional reaction leads to word of mouth. Customer delight directly affects sales and profitability of a company as it helps to distinguish the company and its products and services from the competition. In the past customer satisfaction has been seen as a key performance indicator. Customer satisfaction measures the extent to which the expectations of a customer are met (compared to expectations being exceeded). However, it has been discovered that mere customer satisfaction does not create brand loyalty nor does it encourage positive word of mouth. Customer delight can be created by the product itself, by accompanied standard services and by interaction with people at the front line. The interaction is the greatest source of opportunities to create delight as it can be personalized and tailored to the specific needs and wishes of the customer. During contacts with touch points in the company, more than just customer service can be delivered. The person at the front line can surprise by showing a sincere personal interest in the customer, offer small attentions that might please or find a solution specific to particular needs. Those front-line employees are able to develop a relationship between the customer and the brand. Elements in creating motivated staff are: recruiting the right people, motivating them continuously and leading them in a clear way. ==Purpose of customer delight== There are three objectives when implementing Customer Delight: *First, make customers loyal. As described by Sewell, that finding new customers costs 4 to 9 times more time and money than reselling to an existing client. It is thus commercially intelligent to retain as many clients as possible. *A second objective is to have customers that are more profitable. Average delighted customers spend more with less hassle. As can be seen with the list of Van Setten,〔(【引用サイトリンク】title=De klantenfluisteraar door J. (Jan) van Setten (Boek) )〕 when all other elements are correct, clients accord less importance to price (as long as their perception of price remains reasonable). *The last objective of Customer Delight is to have clients talk positively about your product, brand or shop, the so-called Word of Mouth. In a world of well informed customers, 92% of customers consider word of mouth as the most reliable source of information.〔(【引用サイトリンク】title=Global Consumers' Trust in 'Earned' Advertising Grows in Importance )〕 Delighted clients are a valuable source of advertisement for your company. The effect of achieving those objectives, according to Reichheld〔(【引用サイトリンク】title=Bain & Company: Net Promoter System℠ - Fred Reichheld )〕 as described in The Ultimate Question 2.0,〔(【引用サイトリンク】title=Bain & Company: NET PROMOTER SYSTEM℠ - About The Ultimate Question 2.0 )〕 only 9% of the world’s major firms achieve real sustainable profit and growth over 10- year period from 1999 to 2009. Customer Delight is the only kind of growth that can be sustained over the long term according Reichheld and Markey. The authors mention that their company Bain & Company have researched and concluded that a 5% increase in customer retention could yield anywhere between 25% to 100% increase in profits. The book explains the Net Promoter Score; a system which measures what customers are feeling and thus creating accountability for the customer experience. In order to consistently deliver Customer Delight at all customer touch points throughout the company, a customer-centric-corporate culture is key. With this corporate culture all processes, systems, people and leadership are aligned to deliver Customer Delight; everyone in the organization shares the same set of values, attitudes and practices. Developing the culture is an on-going process, a continuous exercise of innovation and improvement, involving every single employee of the company. An absolutely necessary step is linking Customer Delight behaviour to the core values of the brand. Core values are operating principles that guide an organization’s internal conduct as well as its relationship with customers, partners and shareholders. Once core values are clearly outlined it is critical to incorporate them into everything you do, from hiring, to employee appraisals and decision making. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Customer delight」の詳細全文を読む スポンサード リンク
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