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“Customer delight is a key to success”. Do you agree? Discuss this

statement.

Customer delight is a key to success, I agree.

CUSTOMER SATISFACTION
Customer satisfaction is defined as:

“Satisfaction is a judgement of a pleasurable level of consumption-related

fulfilment including levels of underfulfilment or overfulfilment”. (Mcgraw Hill)

A satisfied customer is valuable for the company in terms of its profitability

of getting up from their competitors.

“we can’t say to managers that performance on a particular set of dimension

leads directly to customer satisfaction or makr statements like product
quality leads to satisfaction without examining customer experience”.
(Mcgraw Hill)

Explanation
Customers are the special particulars of the company that can be defined as
above mentioned. The companies are anly rely on the product quality and
the service functions. Customer is also looking for the good quality products
so that the company reaches to the expectations of the customer and the
customer is satisfied. Different customers make different satisfaction about
the same product so the company can figure out it by segmentation.
Although satisfying consumer is the basic need of the companies.

CUSTOMER DELIGHT
Customer delight can be defined as:

“The result of delivering a product or service that exceeds customer

expectations”. [1]

Explanation
Customer delight is a key to success. Customer delight refers to if the
company reaches beyond the expectations of the customer and the

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customer exceeded quality, then the customer is delighted. Customer cannot

be delighted if he/she is not satisfied, the factor of delightness comes after
the factor of satisfying cunsumer need. The delighted customer is more
valuable for the company as It will help to the companies to compete the
competitors. A delighted customer finds the largest percieved value-cost
gap. Customers are moving towards services and quality. Delighted
customer can do a lot in the favour of a company. On the other hand, a
dissatisfied customer.

DIFFERENCE BETWEEN CUSTOMER

SATISFACTION AND CUSTOMER DELIGHT
It is not enough we satisfy the customer, basically customer delight have
immportance to manage the quality of product and assumption state
(Edwards Deming 1986).

Customer delight and satisfaction were not the same because delight to take
pleasure in which satisfaction means how we agree the person that will
purchase the product or not. So the both gives different meanings.

Including the meaning of consumers of the product and services features

that describe the product is having the common center in the customer
mind. When the product is center target of the product function , we can say
the product is neccessary attribute which must be provided. These features
satisfy the customers. Some time the customer is not satisfy of the product
features, as the example: the availability of gasoline is a must, cleanliness of
the rest of room satisfies, where as a concession area might be a delight.

According to Kano (1993), the product feature which customer satisfied and
dissatisfied must in the same way as namely, producta feature, delivery and
must be available.

Oliver (1997) described the two concept of behavioral consumption and

psychological consumer bahavior. Pshchology literature include positive
emotion and negetive emotion which is the combination of joy and surprise
trait refers to delight. Behavioral concept consist of the satisfaction and the
performance which consumer judge these products.

In short, a delighted customer is more likely to remain the customer of an

organization then those who are merely satisfy.

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WHY DELIGHTING CUSTOMER?

The perspective that why delighting the customer is refers that it is the most
factor to be cosider. A delighted customer can remain loyal, can repeated
buying, a good word of mouth. A delighted customer can increase the profit
rate tents to over the life of it. A new acquired customer can cost five times
of a remained delighted customer.

Importance of customer delight

The most successful businesses have discovered a formula that goes beyond
product and service. Their business is providing delight to their customers by
understanding their specific personal interests, anticipating their needs,
exceeding their expectations, and making every moment and aspect of the
relationship a pleasant or better yet, an exhilarating experience.
These days, it takes a lot more than satisfaction to stand out from the pack
and keep clients/customers eagerly coming back for more.
A retailer in Raleigh, North Carolina understands the relationship between
enjoyment and achievement. Talking to him, you can see that he enjoys
what he does. He attributes his success to an incessant focus on the value of
customer service. "Customers are our best friends. They are always right.
You have to try to exceed their expectations. Its really fun to try." Among
other things, he sends fruit baskets to customers who buy big systems. Since
he founded his company in 1978, he has never had a down year. Sales were
up 25% in 1995 and another 34% in 1996. His profits are strong too.[2]
How to keep customer delight?
When it comes to marketing, the ultimate target of every company is to
delight the customer. The basic reason is to stay in the market and earn
profit as well. Companies can earn profit and can stay in the market by
satisfying customer needs and also by delighting them. The customer can be
more loyal to the company products just by the fulfilment of the expectations
by the customers. So that, companies apply such tools and comprehensives
to delighiting the customers. The tools are defined as follows:
• Complaint and suggestion systems: companies create such
systems that the customer can evaluate the company products and
give the feedback. Not only the positive feedback but the negative too.
The companies are also looking for the better suggessions by the
customers if any of interested.
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• Customer satisfaction surveys: companies also do the surveys for

the valuation of its products and services. The companies can use the
survey methods as questionnaire and face to face interviews or emails.
Now customers also can gives views online servicing.
• Ghost shopping: the customer is also be delighted by such shopping
as just for experience if the product is a quality product so the
customer can be delighted.
• Lost customer analysis: if the customer is lost, the company can
analysis on the customers. The company can view the reasons of
losting the customers. The company should analysis the satisfied
customers and the dissatisfied customers also.

Customer delight curve

The customer satifaction is derivered from the dissatisfaction to merely

satisfaction to customer delight.

Beneficial for the management

If the company has the ability to takeover more customers that is good
enough. If the company has the ability to take away its customers from
competitors is also good. Every company apply some rules and has set of
factors to delight the customers. So the customer can be satisfy and then
can be delighted.

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This is valuable for the company to delight the customers.

The company has the keen customers to its product and has quality products
and the loyalty and also the fulfilment of the expectations so the
management can play the role of keeping it maintained in the market, the
image of the company.

If the company does not have the ability to keep away its customers from
the competitors so the customers can be moved to. The other company can
make more customers just by applying the same clauses to its management
so then to the customers.

Beneficial for the company

Different companies have different strategies for gaining profit in the
market. The basic factors are the work cultures and the exceeded the
customers values. Companies have the more values in the market and
having competition in the market. This is only possible if the company has
large amount of stick to customers and if the customers of the company are
delighted.

Lesson to the management

The company can acquire more customers also of their competitors by
following the below defining pools:

• Better work culture

• Quality product and services
• At times, the concession packages and the after sale services
• Customer and company loyalty
• Costomer satisfaction
• Exceed the expectations of the customers
• Surveys

So the companies can have better edge on their environment. The only thing
to be focused is the management of the company.

The customer satisfaction and customer delight is depends upon the

company’s ability that it is rely on the success. The customer delight is the
key to success.

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CONCLUSION
Customer can satisfy by the company’s regular offerings but can be satisfy
by its fulfilment of the expectations. The company has to rely on the
different perceptual behaviors of the customers on different scale.

The company distiguished between the levels of customers satisfaction.

when the customer is loyal if the the company has better wok culture.

The need to delight the customer is by fulfiling the expectations of the

customers. The product quality and service quality.

There are two ways that can help and import to delighting one is to raise the
cusumer expectations and second is to appreciate the cunsumer
expectations. The customer is loyal to the product and to the purchase
consumption, cost designing and cost banefit. Customer satisfaction is no
longer contitutes for the factor of success, it has been replaced by cutomer
delight.

REFFERENCES
[1] Nisar, A. (2009)

[2] Posner, R. consumer delight, business growth.

ARTICLES SOURCE:

○ Kandampully, J. Service quality to service loyalty: A relationship which

goes beyond customer services, 9 (6), Lincoln University, New Zealand
○ Roland, T Rust. et al, Should we delight the customer? Vaderbilt
University
○ Kumar, U. Chowdhary. Delighting customer: An exploration into the
discriminating factors, 20 (2), West bangal.India
○ Yin, S. Lam. Customer value, satifaction, loyalty and switching costs:
An illustration from a business-to-business service context

BOOK SOURCE:

○ Arnould Price Zinkhan. Consumers. McGraw Hill. 1st edition

INTERNET SOURCE:

○ www.gurusoftware.com
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/gurunet/Business/Topics/Delight.htm

Date: sep26, 2009, Time: `10:34:56

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