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GROUP MEMEBERS ROLL N.

SHAHRUKH KHAN 8332


SHAHRUKHKHAN 8334
ABDUL RAUF 8335
NOMAN SABOOR 8354
SADAAN TAHIR 8331

COURSE

• B.B.A
SECTION

• b
SEMESTER

• 4th

CUSTOMER DELIGHT KEY TO SUCCESS Page 1


CUSTOMER DELIGHT A KEY TO
SUCCESS
“Customer Delight means more than just feeling
great about a product or service.”
YES customer delight is a major key to success in
today’s globalized world. Customer delight has become
the backbone in case of achieving success among
companies throughout the industrialized world.
Business organiztion and institutes are focusing on
improving the satisfaction level of internal and external
customers. The logic behind this is the customer
satisfaction and customer retention leading improve
profit levels and share.
Customer delight principle is largely acknowledged by
the business world today .Statement by PATRICK
ZECHHEA (Vice president of Van Kampen Investments)
clearly shows that;
“Only mere customer satisfaction should no
longer be the goal of business or service
organizations. In the new economy what matters
is customer retention and the bottom line and
the customer delight principle shows us how.”
Customer delight is directly linked with customer
satisfaction and customer satisfaction can be described
into three different categories THE ZONE OF PAIN, THE
ZONE OF MERE SATISFACTION, and THE ZONE OF
DELIGHT. The zone of pain is the state where the
company is not fulfilling the needs of a customer. Mere
satisfaction is just past that point in which the company
CUSTOMER DELIGHT KEY TO SUCCESS Page 2
is filling the needs but not doing much to distinguish
itself from other companies within the same market.
most companies lie within the zone of mere satisfaction
.anything done by the company which makes its
customers over satisfied is the zone of DELIGHT .the
term delight explains that mere satisfaction has no
place to exist in current scenario.
Most firms provide the necessities customer require of
them. If they do not so they won’t survive in business
world .most businesses can classified their customers
as satisfied customers but unfortunately those all would
be in the mere satisfied part of the scale.realisticly it is
in this zone of mere satisfaction the link and
relationship between the customer and the marketer
breaks down. therefore efforts to improve that degree
of satisfaction is largely needed because any effort that
would result in only small improvement and satisfaction
level tend to b unprofitable according to today’s
business world scenario. As it is widely recognized in
business world
“A customer is not dependent on us, we are
dependent on them.”
To achieve a remarkable success in this category,
customer needs to be able to describe their experience
with the company as delightful. Only in such cases
customer will remain loyal, will held attract other
customers and will increase their spending level. It is
the point where generating delightful satisfaction really
pays off

CUSTOMER DELIGHT KEY TO SUCCESS Page 3


Managers who understands the value of customer
delight principle not only avoid underestimating the
importance of customer satisfaction but actually profit
from it .the idea should be to transform the secondary
customers who fall into the mere satisfaction group into
primary customers who are in the delight zone and
keep them their as well.
In the past, what happened was that a business just
produced a product and sold it to the customer. The
scenario is dramatically different in today's hyper-
competitive business environment. Customers
increasingly adapting ever-changing environments.
They are now more educated and well informed. And
there Expectations are very high now. In short, they
want better customer service. Great marketing
acquires new customers, but it's great customer service
that ensures that the customers keep coming back to
you as people tend to do business with people they like
and trust, and therefore, are more likely to be loyal and
continue to buy from those who provide them with
excellent customer service.
Surveys have clearly shown that most customers quit a
company because of an indifferent attitude towards
them from the business owner, managers and/or
employees and according to customer delight principle
this activity of customers is to b taken out completely
which in short is stated in this message.
"If we don’t take care of our customers,
someone else will."

CUSTOMER DELIGHT KEY TO SUCCESS Page 4


Now every business have to implement different levels
of strategies in order to attain their customer delight
level .a small business owner can use different
techniques such as start a blog , Start listening, Try
Twitter or Face book , Get the word out.
For large companies, they'll need to act fast to
accommodate the customers by revisiting and fine-
tuning their policies and procedures. They must not let
inflexible rules and regulations, policies and procedures
stop them from making their customer satisfied.
To attain total customer satisfaction that would turn
into customer delight over longer period of time there
are same levels of quality which needs to be delivered
to the customer.

Product Quality
• meets or exceeds expectations
• state-of-the-art technology

Procedural Quality
• ease of ordering
• accurate fulfillment
• inventory meets needs
• on time delivery
• environmentally friendly packing
• packaged to prevent damage in shipment
• ease of tracking
• appropriate adjustment/return policy

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Relationship Quality
• product knowledgeable contacts
• knowledgeable about client needs
• communicates at client knowledge level
• one-stop problem resolution
• problems solved at the root cause

Customer loyalty is dependent on different things and


to take care of customers, understanding of the needs
wants and desires is very essential.

The best way to take care of prospects and customers


is to tailor or customize products and service offering
as much as you profitably can. Treat the customers as
individuals with individual needs at all customer touch
points and customer would happily be settled down in
the zone of delight.

As customer loyalty is the base behind achieving


customer delight therefore to built customer loyalty in
order to increase the level of profits and success there
are few tips

1-Communicate. Whether it is an email


newsletter, monthly flier, a reminder card for a tune up,
or a holiday greeting card, reach out to your steady
customers
2 Customer Service. Go the extra distance and
meet customer needs. Train the staff to do the same.
Customers remember being treated well.
3- Employee Loyalty. Loyalty works from the top
down. If you are loyal to your employees, they will feel

CUSTOMER DELIGHT KEY TO SUCCESS Page 6


positively about their jobs and pass that loyalty along
to your customers.
4- Customer Incentives. Give customers a
reason to return to your business. Likewise, a dentist
may give a free cleaning to anyone who has seen him
regularly for five years.
5- Reliability. If you say a purchase will arrive on
Wednesday, deliver it on Wednesday. Be reliable. If
something goes wrong, let customers know
immediately and compensate them for their
inconvenience.
6- Be Flexible. Try to solve customer problems or
complaints to the best of your ability.
7- Know Their Names. Remember the theme
song to the television show Cheers? Get to know the
names of regular customers or at least recognize their
faces.
8- People over Technology. The harder it is for a
customer to speak to a human being when he or she
has a problem, the less likely it is that you will see that
customer again.
9- Employee Training. Train employees in the
manner that you want them to interact with customers.
Empower employees to make decisions that benefit the
customer.
Loyal customers buy more! In many businesses 80% of
sales come from just 20% of customers. A customer for
life is someone who will always buy from you whenever
possible, and will tell their friends about your business.
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It costs five times more to win a new customer than
keep an old one.

“They aren't even aware that they may be losing


customers that have been expensively acquired
through advertising and training.”

Said by Schroeder, Vice President of Education for


the California Culinary Academy.

This sound‘s strange but about 95% of the customers


do not complain they just simply stop buying. The best
thing a company can do is to make it easier for the
customers to complain through toll free numbers,
suggestion forums and emails. The average customer
has to be encouraged to complain of them will keep
quite about the poor service but if they can find
summoned else to do business with they well-set ting
up a clear complain procedure is a vital tool to built
relationship with the customer. Follow up the complains
and resolving the issues faced by customers can
increase their spending at business.

Unfortunately most marketing theory emphasis on the


art of attaining new customers rather than attaining the
old ones. This approach is just about selling whereas
relationship building is a vital tool in current scenario in
order to achieve success .As a loyal customer stays
longer ,buys longer, pays less attention to other
companies and costs less to serve then new customers
because transactions are reutilized.

Concluding, customer delight is key to success is that if


sum one thinks only about customer satisfaction he’s
living in past. Customer delight is all about anticipation.
Fulfilling the needs of the customer before they even
arise is the core principle behind customer delight.
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So as world is more globalized as it was ever before
most of the companies are aiming towards high
customer satisfaction(delight) because it is the only
way to keep the customer in hand in order to generate
the desired outcome as of profitability. In past many
companies took their customers for granted but as
today’s customer is very smart and price conscious
,more demanding and is always approached by
competitors with equal or better offers the challenge
now is not just to produce customer but to make them
loyal customers and loyalty of any customer depends
directly with the customer delight. So the truth of
today’s globalized business world is that customer
delight is truly the key to success

CUSTOMER DELIGHT KEY TO SUCCESS Page 9


References

Book:
Author: TIMOTHY KEININGHAM and TERRY VEVRA
Title of the book: THE CUSTOMER DELIGHT
PRINCIPLE
Year: 2001

CUSTOMER DELIGHT KEY TO SUCCESS Page 10


Digital library:
1. Larry Lim (1989) -Customer Service -- Key to
Business Success
Marketing Sphere
http://www.marketingsphere.com/marketing-
articles/customer-service.html
2. Jay Kandampully (1998, vol9) - A relationship which
goes beyond customer services- TOTAL QUALITY
MANAGEMENT

3. Steven Howard (2000) - Keeping Good Customers by


Earning Customer Loyalty

Internet:

• Andy Hansel man -Seven Steps To Creating


Customer Experiences That Delight
• http://www.whatcustomerswant.org/satisfactionres
earch/customerdelight.html
• http://www.customerfocusconsult.com/articles/artic
les_template.asp?ID=34
• http://www.scribd.com/doc/19074696/Customer-
Satisfaction
• http://www.docstoc.com/search/CUSTOMER-
DELIGHT-KEY-TO-SUCCESS/5/

• http://www.infosys.com/finacle/solutions/html/Delig
ht-your-Customer.htm

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