Mediapost Marketing Daily: Loyalty Now Hinges on 'Delight,' 2011-Feb-7, by Karlene Lukovtiz
Today, the brands across all categories that are knocking the ball out of the park when it comes to customer engagement and loyalty have one critical thing in common: They "delight" customers with authentic innovation and an overall brand experience that delivers on consumers' key expectations within their product categories.
Before you can exceed customer expectations, you have to manage customer expectations. That sounds like something everyone would automatically know, but that's not the case. Over and over, I've seen sales people and customer service representatives delighting the customers in all sorts of unprofitable and doomed ways. When I had my own business helping sales people with their computers many years ago, I planned to install and train them to use contact management software. They were delighted when I ended up providing technical support for their mismanaged computing systems. But I was soon out of business, because I didn't have the resources to continue down that path.
Deep knowledge of both the company's business and the customer's situation are required. You need a long-lasting value proposition that allows the company and the customer to succeed together.