Don’t surprise your customers. Delight them!

According to Thomas A. Stewart and Patricia O’Connell, authors of Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight, “Customers don’t want to be surprised, they want to be delighted!”

While I work in higher education, I am also a customer of higher education. My youngest daughter Sophie is entering college in the fall, and I can tell you that we have both been delighted by her new school.

Every communication with students and parents has been designed to welcome her and help her navigate the transition from high school to college. Her initial visit to the college wowed her with a tour of the program and demonstrations from current students in the architecture program. Upon acceptance, Sophie received a welcome package, complete with a swag bag of college-branded goodies to get her excited.

The school connects students with potential roommates and helps students register for dorm rooms online. With the help of social media, Sophie has been communicating with all the girls on her dorm floor and feels that she already knows them pretty well. Amazing, huh? I can tell you that she feels far more comfortable entering her freshman year than I did at her age when I knew no one.

As a parent, I’ve been completely informed about the admissions and orientation processes all along the way and I’ve recently been invited to join a Facebook group of parents for the class of 2022, where the current conversation among parents is “what type of computer is required for my son/daughter’s course of study?”

Just before Sophie graduated from high school, the college even sent her a branded top for her mortar board. What fun! And how delightful!

In their book, Stewart and O’Connell outline five principles of excellent service design, one of which is “Customers Want to Be Delighted.” To do that they recommend that you:

  • Meet their expectations with no guesses or surprises by providing an overall satisfying experience.
  • Define the delight you deliver to customers. Delight represents your customers’ experiences (how good were they?) multiplied by your “technical excellence” (how well did you deliver them?)
  • Ensure that customers know what to expect as they move from one touchpoint to another.

The authors say, that “such delight will “woo, wow, and win” customers.” I can certainly say that Sophie’s new college has wooed, wowed, and won me over completely through absolute delight!

What can you do to delight your customers?

Anita Rios

 

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