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Drivers of Customer Delight

The document discusses drivers of customer delight and strategies to deliver them. It defines customer delight as exceeding expectations for quality, delivery, price, and performance, which can create loyalty and profits. Key ingredients for delight include efficient frontline staff, personal touches, empowering staff, and creating talking points through social media. Strategies discussed focus on customer experience, listening to feedback, and rewarding loyalty. Case studies from companies like Samsung, Le Meridian, and Apple emphasize addressing complaints quickly and measuring customer satisfaction and promotion through metrics like Net Promoter Score.

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95 views20 pages

Drivers of Customer Delight

The document discusses drivers of customer delight and strategies to deliver them. It defines customer delight as exceeding expectations for quality, delivery, price, and performance, which can create loyalty and profits. Key ingredients for delight include efficient frontline staff, personal touches, empowering staff, and creating talking points through social media. Strategies discussed focus on customer experience, listening to feedback, and rewarding loyalty. Case studies from companies like Samsung, Le Meridian, and Apple emphasize addressing complaints quickly and measuring customer satisfaction and promotion through metrics like Net Promoter Score.

Uploaded by

rohit9808945
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Amity Business School, Gwalior

DRIVERS OF CUSTOMER DELIGHT AND DESIGN OF STRATEGIES TO DELIVER THEM

BYARCHANA PATHAK ASHISH KUMAR SHARMA ASHU PRATAP SHRIVASTAVA ROHITASH SINGH SENGAR
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Amity Business School, Gwalior

CUSTOMER DELIGHT
Providing a continuous stream of additional value to customers and delivering it sooner Exceeding a customers expectations for quality, delivery, price, performance of the service Customer delight can create customer loyalty that translates into long-term profitability

Amity Business School, Gwalior

Amity Business School, Gwalior

INGREDIENTS OF CUSTOMER DELIGHT


Efficient front line members- The level of service provided surprises customers-it could be the front line member of staff who deals with your query, your enquiry, or your problem on the spot It should be spontaneous or unexpected - The delight has to be created and experienced at the same time. In other words, it has to be spontaneously created and delivered. It can happen anywhere in the customer journey
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Amity Business School, Gwalior

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Personal touch - Its having their number on caller ID that allows you to recognise them when they call, its the delivery guys who know your history as a customer and your importance to the business. Make your customers feel valued - The email that says Welcome and thank you for your first order, its the personalised card or letter that says youve now been a customer of ours for 12 months thank you!. Genuineness - The downside of this stuff is that when its done badly, it looks false and creepy.
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Amity Business School, Gwalior

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Ex - Every employee at Ritz Carlton Hotels (Bangalore) is allowed to spend up to $2,000 to solve a customers problem without referring to a manager! How empowered are your front line people? It creates a talking point - The power of word of mouth is getting stronger. And thats the point! Delighted customers feel it, they remember it, they talk about it and they come back for more of it!
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Amity Business School, Gwalior

DRIVERS TO CUSTOMER DELIGHT


Communication Ordinarily, a consumer who has a complaint, or has encountered a problem, would need to lodge a written complaint with his branch, or send an email to the Bank, giving the details of his account number, and the problem to be resolved.

For the first time, here we have a Bank going out to its customers, inviting them to just send one SMS, Unhappy, to the number 8008202020, under the SBI SMS UNHAPPY Scheme.
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Amity Business School, Gwalior

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With the national launch of this initiative, and widening of its reach, consumers of banking services can look forward to a new era of fast, hassle-free complaint resolution, and, better, delightful experiences with their Bank. Services - A supermarket satisfies customers expectations if they are serving good quality - by the floor and shelves are clean and the wait in the queue is reasonable. By contrast, customers are delighted if the supermarket offers help in loading their groceries into their cars and free delivery for out-of-stock goods.
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Amity Business School, Gwalior

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Differentiation An exemplary case study in this regard is GNRC Hospital in Guwahati , The organisation has come up with an additional pleasant surprise for their customers at each of its points of contact. For instance, their parking facility has everything that a customer expects from a parking area in a large hospital. However, the surprise element is disclosed when the customer comes back to take his car. He finds that the car has been cleaned and wiped! The windshield is shining and spotless.

Amity Business School, Gwalior

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Amity Business School, Gwalior

USING SOCIAL MEDIA FOR CUSTOMER DELIGHT


Social media can tell us what is happening in every minute and second, we can immediately see what the nature, intensity and scale of a response to an input on Twitter, Face book, or a blog, and adjust course accordingly

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Amity Business School, Gwalior

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Amity Business School, Gwalior

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Amity Business School, Gwalior

Vodafone Delights
100 Local Vodafone to Vodafone Night Minutes / 100 Local SMS / 30 Mb Free Surfing. II Any Vodafone customer who walks into our stores gets a special offer every month. Vodafone gives its customers a Birthday gift Vodafone offers special offers Happy Hours between 2 to 4 PM.
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Giving customers benefits on travel, lifestyle, dining and entertainment

Amity Business School, Gwalior

STRATEGIES TO DELIVER CUSTOMER DELIGHT


Focus on the customer experience Offer free delivery Help your customers help themselves Educate them! Listen - Asking customers for feedback shows them that you value their opinion Reward customer loyalty with incentives- shoppers stop platinum, gold and silver cards

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Amity Business School, Gwalior

SAMSUNG
They implemented the VOC quality response service system in which they address the issue within two working days of receiving the customer complaint. To minimize customer complaints, they introduced the VOC Zero Center Award to raise employee interest in the activity. Happy call is made to customers three days after product delivery and installation, a text message is sent 30 days later and a thank you letter three months later.
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Amity Business School, Gwalior

LE - MERIDIAN
The very entry into a room hired by a customer at the LeMeridian Hotel delights the customer. He is welcomed with a caption on the computer screen.

Welcome to the hotel Mr. and Mrs. Kapoor and family Have a nice day. .

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Amity Business School, Gwalior

APPLES GOAL: DELIGHT THE CUSTOMERS


Take apples retail stores. It helped of course that Apples mission was not to make money but to enrich the lives of customers and employees. The stores would be places for people to gather and learn, not just to buy. They would be designed to encourage an ongoing relationship with customers, not merely a one-off purchase transaction. It uses the NPS to follow how effectively each store is living up to the mission and make adjustments.
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Amity Business School, Gwalior

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"How likely is it that you would recommend our company to a friend or colleague?" Based on their responses, customers are categorized into one of three groups: Promoters (9-10 rating), Passives (7-8 rating), and Detractors (0-6 rating).
When Apple began measuring NPS in 2007, its 163 stores already had a very good NPS of 58%. In 2011, its 320 stores have an outstanding NPS of 72%. The best stores achieve a remarkable 90% NPS.

Making money is the result, not the goal!


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Amity Business School, Gwalior

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