When a consumer chooses to buy a product or service, they expect a positive outcome. If you deliver that positive outcome, the customer, generally speaking, will be satisfied. If you go over and above to deliver a benefit they did not expect, then they experience delight.
You can delight your customers by going one step, or several steps, further than necessary to create a memorable experience with your brand. And that’s the key – delight is memorable. In today’s consumer world of rising prices, ‘shrinkflation’, and underwhelming customer services, delight doesn’t happen very often. That’s part of the reason why it sticks in your mind.
The other reason that delight is so memorable is that it’s an emotion, and, according to psychologists, when you have an emotional response to something, you remember it for longer. Can you remember the last time you were genuinely delighted by a brand? You probably can. And research shows that once you’ve delighted a customer, they’re more likely to buy from you again.
The psychology of customer delight
If you want to create experiences that consistently delight your customers, you need to understand the theory behind it. According to psychologists, two core ingredients create delight: joy and surprise.
Creating joy means different things for different brands. It comes fundamentally from understanding your clients, meeting their needs, and showing you care. You can create joy by delivering authentic and uplifting experiences when customers interact with your products, services, or brand.