Are your clients satisfied, or are they delighted?
While they might sound one and the same to most, there is a very distinct difference between the two terms.
Client satisfaction is when businesses do just enough to meet their client’s expectations, but client delight is when a business puts some extra effort into EXCEEDING their clients’ expectations.
Generally, business models include just enough investment and marketing techniques to build products and to acquire clients.
But what happens next?
The focus of your business should not just be about attracting new clients.
You should focus on keeping your clients happy long after they have purchased your product or service.
Applying the “client delight” doctrine can make the difference between creating an occasional customer or creating a loyal fan and ambassador.
Delight to the Core
A business strategy should do four things regarding clients:
A company’s overarching concept should be delighting clients; this is where you can really grow your business.
At every interaction, there should be an element of delight, not just at the end of a transaction. It will only add value to your business.
Did you know that it costs you more to attract a new customer than it does to keep an existing one?
Yet business tactics center around the acquisition of new clients.
But think about it this way, which scenario is better? The POSSIBILITY of a future purchase from your business or the GUARANTEE of one?
Not only does it cost you less to keep happy clients, but happy clients make a substantial difference in your ability to acquire new clients.
Consumers base their purchasing decisions largely on the reviews of other consumers.
Client delight is the extra oomph that can make your client check 5 stars instead of 4 stars on their reviews!
Benefits of Client Delight
If you are not yet seeing how crucial it is to focus on client delight, then hopefully the following 3 benefits will make things very clear (C.L.R.):
1. Competitive Advantage
When you surpass a customer’s expectations, you give them an emotional experience that they won’t soon forget. They are therefore more likely to come to you in future than go to your competitors
Your clients will also want to have this positive emotional experience repeatedly.
As the late Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Make delight a habit and they would be your clients for life!
Delighted customers easily become promoters of your product or service. Without you doing much else, they would buy more, refer you to their friends and family, and volunteer for case studies and testimonials.
Social media has empowered people to voice their opinion on anything under the sun. Your clients could either be your brand ambassadors or your loudest critics.
Even if a client no longer needs your service, ensure that they leave with a positive experience so that they would still recommend your business to others.
Client satisfaction should not be your end goal in today’s business world.
It is a dated concept and it not as powerful as client delight.
If you focus on this simple concept, you’ll find that your potential for success and the growth of your business skyrocket.
If you shift your focus from client satisfaction to client delight, then you will forge a bond that cannot easily be broken. You win a client’s heart.
Client delight creates a “wow” factor, it gives a personal touch, it makes your client feel appreciated, and it gives clients a great story for why people should work with you.
So, don’t be afraid to lay it on heavy — delight them!
Do you have any unique methods that you use to satisfy and delight your clients? Share them with others in the comments below.