客户喜悦的最终指南

If you want to retain customers and generate positive word-of-mouth, then it’s essential to intentionally create a delightful customer experience.

Customer delight is not just about responding to tickets or providing the minimum required service for customers to purchase your product. You’ll need to surpass expectations. The good news is that this results in increased peer-to-peer recommendations, higher customer loyalty, and decreased customer churn.

Let's take a deeper look into customer delight and check out several examples from companies that surpass customer expectations.

By going above and beyond, you can increase the chances of customers remaining loyal to your brand long-term. The goal of delight is to leave these people so satisfied and happy that they go out and sing praises to your brand.

That said, who at your company is responsible for delighting your prospects and customers?

Who is responsible for delighting prospects and customers?

To understand who is responsible for customer delight, let’s zoom out and examine the concept through the lens of theinbound methodology。

If you’re not familiar with it, the inbound methodology focuses on three major principles: attract, engage, and delight customers. At its core, the inbound experience is a customer-focused way of doing business. It’s centered around helping people effectively solve their problems and challenges — not just about making the sale.

All teams play a role in the inbound process. Your marketing and service teams drive the “attract” stage that draws customers to your business. The marketing and sales teams then “engage” the lead and motivate them to convert. Finally, the sales and service teams complete this flywheel by delighting the customer with a great purchase and fantastic customer support.

Sounds simple enough, right?

Well, not quite. In a truly successful inbound organization,customer delight is everyone's responsibility- 不仅是那些您的客户从您那里购买东西后可能会与您接触。

The most successful inbound organizations have teams who collaborate to delight both their current and potential customers. Of course, your customer service and support teams play a large role here, but so do all other customer-facing departments such as marketing, sales, and product.

这是因为实现涉及surpassi感到高兴ng all expectations customers have throughout every interaction with your business (e.g. visiting your blog, checking out your website's pricing page, chatting with a sales rep, or asking for help using your product).

When you accomplish this, you'll build a strong relationship with your customers that makes them want to remain loyal brand advocates and promoters.

现在，您可能在想，This sounds a lot like customer satisfaction。公平...但是它们确实是两件事。因此，让我们看看是什么使客户的喜悦从客户的满意度中与众不同。

尽管满意的客户对您的公司有利，但满意的客户更有可能成为您公司的忠实客户和品牌拥护者。bob全站app

In today's competitive business world, delighting your customers rather than simply satisfying them is critical to your long-term success.

Why? Well, not only are customer expectations tougher than ever, but their recommendations to their personal and professional networks can also be the difference between your business growing or struggling.

In fact, it's easier than ever for your customers to change their products or services if you don't meet (and exceed) their expectations. Additionally, they can easily publicly share their experiences and publish average or negative feedback about your business on platforms such as Facebook, Yelp, and Google Reviews.

同样，大多数企业从字面上看不到忽略让客户保持目标的重要性。对于您失去的每个客户，您都必须吸引一个新的客户，这要贵得多。

Successful inbound organizations don't just focus on getting a customer’s business and meeting their basic needs. Instead, they aim to provide an all-encompassing remarkable customer experience that will generate delight.

Next up, let’s take a look at the factors that make a delightful — not just satisfying — customer experience.

What makes a delightful experience for a customer?

Surprisingly, the smallest of gestures can turn a so-so experience into a delightful experience. To increase customer delight, you don’t need a collection of fancy tools or an enterprise budget. It’s the small things that elevate an interaction.

在下面，我们将探索带来令人愉悦的体验的因素。

1. Providing Help Almost Instantly

Whether they’re in a brick-and-mortar store or visiting an online SaaS business, customers want to feel like if they need help, they can get it immediately. Your staffers or reps don’t necessarily need to approach the customer first, but they do need to be accessible to resolve small, one-time issues.

For an online business, this may mean adding alive chat functionto the website, with either anAI聊天机器人或者一个人在另一边。考虑页面s where the live chat widget appears, too; a home page visitor might not have many questions, but someone visiting the pricing page might. Here’s one example fromthe HubSpot website:

For a brick-and-mortar store, you might have several clerks on the floor, ready to assist if needed. These should not be sales reps in disguise, trying to make a sale and push the customer toward a purchase decision. Instead, they should be there if the customer wants a certain item or has a quick question.

2. Publishing Company Contact Information

Let’s say that your customer needs help with their order, needs to get a complicated question answered, or simply needs to get in touch with your team.

There’s nothing worse than having to dig and dig for a company’s contact information, or feeling like the company is doing everything possible to not have to speak with you.

客户应该能够轻松与您联系。更重要的是，他们应该有几种与您联系的途径，例如电子邮件，电话，社交和聊天。这与上几点不同的是，它涉及更大的问题或超过一次性问题。如果客户直接与您的团队接触，他们可能需要扩大帮助和支持。

That said, you should strive to provide two different contact avenues for customers and non-customers, likeZendesk does below。

Non-customers are prompted to talk to a member of the sales team, while those who need support with their product are prompted to go to the help center. (Hot tip: Consider using a知识库softwareso that your customers can auto-troubleshoot their product issues.)

但是Zendesk并没有止步于此：它还允许游客与世界各地的Zendesk办事处联系。没有试图隐藏每个办公室的联系信息。这是一种让客户满意的简单简单方法。

3. Giving Each Customer a Personalized Experience

We can’t overstate the importance of personalizing the experience for each customer. Addressing them by their names in each email, sending offers that solves for their specific pain points, and pitching products to them that they actually need — these seemingly small gestures makes customers feel like you’re trying to help them, not just sell to them.

You can start byproviding a personalized experience through your website。For instance, if you’re an ecommerce retailer, you might only recommend products that are related to the user’s browsing history. For instance, after I looked up a pair of Dr. Martens boots on Amazon, this was on my home page the next day:

And Amazon doesn’t stop there. When you first sign into your account, you’re taken to a “Top picks for you” page first, where Amazon resurfaces products you’ve either looked at or purchased a while back.

On your journey to delight customers, be sure to speak to their needs and interests at every step.

4. Giving Loyal Customers Preferential Treatment

A loyal customer is a gold mine. Not only are they more likely to recommend your business to others, but the likelihood of them churning is low. As such, it’s important to not take them for granted.

Loyal customers might not expect much. They likely enjoy the products you sell and/or the experience you offer, and that’s why they’re staying. But you can easily surpass expectations — and generate customer delight — by offering them perks, discount codes, and long-term benefits.

A strong客户忠诚度programwill make your customers feel appreciated while securing their future business. Ulta’sUltamate rewards program, for instance, prompts customers to keep shopping by offering points that can be redeemed as cash during the checkout process.

You might offer something similar as customers stay longer with you. Either way, it’s important to show your loyal customers how much you appreciate them. That gesture will exceed their expectations and delight them.

5. Treating a Customer Like a Person, Not a Number

It’s easy for us to look at customers in terms of revenue. How much repeat business are they giving us? How much are they worth in terms of monthly recurring revenue? While keeping track of these metrics is a great way to measure customer satisfaction, they prevent us from seeing customers for what they are: People who have problems and goals.

Customers don’t want to feel like we see them as dollar signs. They want to feel like we can offer a solution that helps them with their problems and goals. If you fail to treat customers like three-dimensional people first, then you won’t be able to create a delightful experience.

The first place where you should make it clear you’re trying to help is on your homepage. OnHubSpot的主页，我们以以下标题与客户的痛苦点交谈：“强大，不是压倒性的。”

Compare that with a heading such as “Buy the best CRM platform right now.” That makes the customer feel like we’re trying to get something from them — not trying to offer them a product that will make their work easier.

以下是创建更“人类”体验的一些快速提示：

• 创建客户代码。A customer code is a list of tenets that drive your business values and your customer interactions. Check outHubSpot’s customer codefor inspiration.
• Don’tupsell or cross-sellthe customer unnecessarily。Avoid upselling and cross-selling unless a more expensive product will legitimately help the customer reach their goals. Keeping prices reasonable — and even helping them save money — is a sure way to delight them.
• Put a human face to the business.Customers want to feel like a human is on the other side, not an enterprise business with its own separate goals. Don’t make it hard for customers to reach a person on your team.

Now that you know what makes for a delightful experience, let’s take a look at how you can measure it over time. A great way to get a gauge on your current level of customer delight is by creating and determining your customer delight index.

It’s similar toCustomer Satisfaction Score (CSAT)，但如所讨论的，客户满意度与喜悦不同。理想情况下，您可以跟踪CSAT和CDI。

Here’s one potential way you can begin tracking your customer delight index:

• Send anNPS surveyto your current customers。获得结果后，计算您的NPS分数NPS survey tool。Use this initial NPS score as an indicator of what your CDI may look like.
• Follow up with a secondcustomer feedback survey。In this survey, ask more specific questions about the customers’ experience with your business. Your questions should focus specifically on ways that you have gone above and beyond. For instance, instead of asking, “Was your experience satisfactory?,” you might ask, “To what degree did your experience exceed your expectations?”
• Assign a score per answer。For instance, if your survey is multiple choice, you might assign 5 points for a certain answer, and 1 point for another.
• Calculate your score based on this second survey。This is a more accurate index than just NPS. We recommend periodically sending out surveys that focus on the ways you exceed expectations — not just meet them.

In general, the way you determine your customer delight index is customized to your specific business. You can use a range of客户反馈工具和软件bob电竞官方下载（例如，调查，焦点小组，访谈等）您的业务认为有价值。

With these tools, ask customers questions regarding their feelings about your product or service quality, communication and friendliness, and ability to get the support they need. From here, you can gauge what does or doesn't need to be improved upon to determine your delight index (as you would with a customer satisfaction index).

Now, let's dig a bit deeper and talk about how you can achieve delight among your customers.

1. Solve (potential and current) customers' problems.

The first — and perhaps, most important — thing your organization needs to do is solve the problems your potential and current customers are experiencing.

为您的客户提供解决他们面临的挑战的解决方案，或者是实现他们努力实现目标的方法是为什么他们来找您的 - 因此不要让他们悬挂。为您的客户解决方案提供与个人的愿望，需求和偏好相符的解决方案。

The same goes for prospects and potential customers. Even though they aren't paying customers just (yet), potential customers require you to solve their problems as well.

This is how you're going to convince them that you're the solution for them — if you prove to prospects that you're trustworthy and effective from the get-go, they'll quickly understand the benefits of becoming one of your customers. Use free tools likechatbotsand a知识库在不进行重大财务或时间投资的情况下解决该客户细分市场。

2. Be timely.

A critical aspect of solving problems for customers is responding to them ASAP — meaning, a big component of customer delight is the ability to be available and responsive whenever your customers reach out.

这个问题是否或大或小,显示你的成本mers that you're always prioritizing them by responding quickly. Even if you can't solve the issue right away, let them know you're working on it or escalating — this will show them you're their advocate.

Adopting acustomer relationship management software, CRM, is a great way to start managing all of these interactions with your customers. With a CRM, you can record and log all emails and other forms of communication, as well as set up reminders to follow up with specific clients on various issues.

Tools set up forconversational marketingcan sync your customer service cases to your CRM as well, allowing you to keep pace with all communications and provide a more delightfulcustomer experience。

3. Solve for the present and the future.

Quick solutions for your customers' problems is great in the short term, but that doesn't mean their issues are resolved for the future.

Going beyond the immediate solution to provide information and ways to help your customers manage their challenges — and teach them to do so on their own, if and when possible — is how you can solve for the future, too.

Empower your potential and existing customers with educational resources, recommendations, and tools for success to build your brand's inbound experience. You can do this by writing helpful blog posts, sharing tips on social media, and creating a self-service knowledge base.

For example, HubSpot offersHubSpot Academythat provides free inbound and product lessons for all customers. The benefits of enabling people to reach their goals and solve their problems (on their time), instead of just arming them with facts or having them wait around for service and support, are far-reaching for both your organization and the individual themselves.

4. Help customers succeed.

Make sure you understand why people are buying your product or service to determine how to help them succeed.

When you truly understand what it is people need from a product or service like yours, you'll be able to target those pain points and solve for them to exceed customer expectations. To do this, createbuyer personasormap the customer journey。

Download free templates to learn how to research and create buyer personas for your company.

记住要不断创新您的产品或服务，流程和整体客户体验，以确保您随着时间的流逝而成长和发展，您会让人们感到高兴。创新可能是大规模的，就像您推出新产品时一样。它也可能是较小的规模，例如您培训新员工来处理客户问题的方式。

Additionally, help customers succeed by providing them with the right educational resources so they know how to reach out to your service and support teams, get the help they want and need, or look for answers to their questions on their own.

Your business might provide these educational materials via multichannel customer service (e.g. chatbots and social media), a self-service knowledge base, or a blog.

5. Listen to customer feedback.

It can be tough to take critical feedback, but it can also be the difference between your businesses growing or falling behind.

如果客户投诉，无论大小，请记住听 - 不要亲自接受。您的客户正在付费使用您的产品或服务。

因此，当事情破裂或出错时，他们希望给他们的不便理解并以同理心认可（也许以折扣或善意的票据也感谢他们的耐心等待）。

If you're looking for a way to effectively collect and manage customer feedback, you might consider using an automated software.

For example,customer feedback softwareallows you to create and customize surveys that can be linked to the customer's record in the CRM. This gives your customer service team time to research a specific customer's history with your company and come up with an effective response before reaching back out.

6. Be enthusiastic.

Throughout every interaction your business has with potential and current customers, be sure your employees maintain an enthusiastic, positive, and welcoming voice that complements your brand.Precisely what this sounds like (or looks like) for your organization depends on your particular brand, industry, and image.

但是，这里的带回家的信息是：如果您想创造一种真正令人愉悦的入站体验，请不要成为字典 - 相反，提供一个真实，温暖，个性化的，人类尊重用户时间的互动，使他们感到高兴，满意和教育。

7. Be unexpected.

If you want your company to stand out from competitors, then you need to make a lasting impression on your customers. While your primary goal is to solve the customer's problem, you can create a memorable experience by giving customers more than they ever anticipated. Customers expect to see their needs fulfilled, but are truly delighted when your team goesabove-and-beyondin the customer experience.

You can do this by personalizing each customer interaction, and ingraining acustomer-centric culturewithin all parts of your company.

For example,个性化软件bob电竞官方下载can be used in your emails and on web pages to make content feel like it was designed for your individual users and visitors. By creating one-of-a-kind customer experiences, your business has a better chance of improving overall客户忠诚度。

8. Build a community.

People enjoy the feeling of belonging to a community or group. Your company can supplement this positive feeling throughcommunity management，或通过创建使客户受益的用户社区。

Your community might be used as a resource for sharing useful information or act as a medium for users to submit customer reviews. No matter what your community's function is, fostering a space where customers can interact with one another and your employees adds value to your customer experience and continues to delight these people.

For example, if a customer is considering a purchase, they may ask a question within the community or read through past reviews in the community's forum to form their opinions based on the experiences of other people like them.

1.HubSpot

HubSpot的飞轮国防部从漏斗el to drive growth and delight customers. By aligning the entire organization around delivering a remarkable customer experience, HubSpot is able to foster deep relationships with customers throughout all points of the buyer's journey. This results in happy customers who drive referrals and repeat sales.

HubSpot's customer service teams, sales reps, growth specialists, and marketers — and all other teams — are trained to exceed the expectations of customers and solve for their pain points and challenges.

Additionally, HubSpot offers theHubSpot Community,HubSpot Knowledge Base,HubSpot Academy, andHubSpot Blogwhere customers can communicate with each other, learn from the various resources on their own time, and get immediate answers as needed.

Lastly, all HubSpot products are made to grow with customers as their businesses evolve. Engineers work to ensure the products are updated accordingly and meet the needs of all customers and buyer personas.

2.Patagonia

Patagonia does numerous things to delight their outdoors-loving customers. The brand is known for its impeccable end-to-end service, as well as its support for environmental and societal responsibility.

Patagonia delights its customers with itsIronclad Guarantee, which says anyone who isn't completely satisfied with their products can go to the company and easily choose from available options to repair, replace, or refund their purchase.

To promote its commitment to sustainability, Patagonia promises to repair any product, no matter when a customer purchased it. It helps customers do this in stores, through customer service (online and by phone), and with theWorn Wearprogram.

3.Sephora

Sephora, the global cosmetics, beauty, and fragrances company, delights its customers through many marketing and service tactics.

它为客户提供了美容内幕的忠诚度计划，该计划提供了广泛的好处，包括店内美容服务，免费美容班，进入内幕人士社区和生日礼物，仅举几例。这个奖励计划使客户成为拥护者，并使他们回来。

Additionally, Sephora markets its product lines with services that help customers find their perfect products. These include in-store experimentation, personalized consultations and marketing materials, and tutorials on social media.

4.Delta

Delta is an airline that openly expresses their focus on surpassing expectations and delighting their customers on a consistent basis. Delta’s SkyMiles program is known in the industry as the best of its kind. The more you fly with Delta, the more miles you earn — and the more free flights you can redeem later down the line.

The airline also offers lounges for its Sky Club members. And if you’re only a SkyMiles member, there’s no problem; you can access the amenities for a fee. Delta consistently exceeds expectations by striving to provide a comfortable experience both on and off the plane.

During the pandemic, Delta also instituted the “Delta Care Standard”，其中详细介绍了航空公司正在做什么以防止利差。

5.Chewy

Chewy is another company that openly shares their desire to offer all of their customers with delightful experiences. They do so with their many subscription offerings, 24/7 customer support (available via multiple channels, including live chat), and by being a one-stop-shop online pet retailer.

They go above-and-beyond with their direct customer interactions, even though they’re a large-scale company. A number of customers have been forced to cancel their Chewy subscriptions due to their pets passing away, but they have reportedreceiving flowers and handwritten notesfrom Chewy employees sharing their condolences. Andthis Reddit userreported that Chewy sent them a portrait of their pet after their pet died.

Additionally, Chewy sends customers and their pets handwritten notes during the holidays to say, “... thanks for being a part of the Chewy family” and to express gratitude for their business. Talk about creating a delightful experience for customers.

让您的客户变得更好

正如您可以看到的,取悦你的客户tomers is a critical aspect of your business growing better. Without implementing these strategies, your business has a much larger chance of falling behind or getting lost among dozens (or hundreds) of other competitors.

Think about how you'll delight your customers by determining which tactics you want to experiment with and looking to the examples above for inspiration. Within no time, you'll create an unforgettable customer experience that surpasses all expectations.

Editor's note: This post was originally published in November 2019 and has been updated for comprehensiveness.