I’ve always considered that the delight the customer approach to customer loyalty and retention was a little misguided. It’s not so much that a delighted customer is not a good thing to have. It is. We’ve all heard stories of the sales rep who goes above and beyond the call of duty and generates a very loyal customer.
The problem is how to put this idea into a repeatable process for the organisation. Exhorting staff to delight the customer is not a very repeatable nor trackable process.
So I was delighted, no pun intended, when “Stop trying to delight your customers” was published by the Harvard Business Review. The authors have investigated what keeps a customer and have discovered that making it easy for customers builds more loyalty than delighting them. This resonated with me and probably anyone else who walks up to their “usual” coffee shop knowing that the guy or gal behind the counter knows your order and has already started making it.
In particular, the authors identified two critical findings in their paper: [Read more…]