What’s the difference between customer satisfaction, and customer delight?
If you order a book from Amazon, and they tell you that you’ll receive the book between August 5 and August 10, you expect to find that book in your mailbox no sooner than the 5th and no later than the 10th. If the book arrives between those dates, you’ll probably be satisfied, because your baseline expectations were met. But mere satsifaction can eventually lull your customers into a state of indifference.
However, if the book arrives on August 3, you’ll be pleasantly surprised, because you weren’t expecting the book for a few more days. And a positive surprise triggers delight.
So here’s why it matters:
Delighted customers become loyal customers, while customers who are merely satisfied are easily distracted by a seemingly better offer from your competitor.
Surprise your customers in small ways, at every opportunity. Each small surprise strengthens the bonds of loyalty. Simply satisfying your customers are like driving in neutral. Your competitors will gradually pass you by, and you’ll eventually come to a stop.
Go for the surprise. Delight your customes, and they'll delight you.