Do you Delight your customers?

In my intermittent but ongoing reading about Customer Satisfaction and Loyalty, I came across an interesting idea.


Berman (2005) talks about the idea of Delight versus Satisfaction.  Delight is described as a sense of wonderment when a service or product significantly exceeds customer expectations – goes ‘beyond’ expectations rather than just ‘exceeding’ them (it highlights the weakness of ‘exceed’, where an inch is as good as a mile).

I think that’s a great way to measure the success of a product or service experience.

It has none of the problems inherent in measuring satisfaction – that a ‘satisfied’ customer is only content, that it is difficult to measure ‘very satisfied’ or when expectations are indeed exceeded sufficiently to have a tangible impact on loyalty.

It also just makes a lot of sense.  It subtly catches the concept of satisfaction and emotional fulfilment all in one idea.  Aren’t we all looking for companies that Delight us?

Aren’t we are all looking for that ‘chocolate cake feeling’.

3 Responses to “Do you Delight your customers?”

  1. January 28, 2009 at 7:32 am #

    that’s a lot of customer satisfaction literature to be wading through. I guess Deming did say – “It will not suffice to have customers who are merely satisfied.” Maybe the growing role of neuroscience will lead to a greater emphasis on the emotional elements of customer satisfaction. I quite like the CVM model in contrast to some of the satisfaction tools.

  2. Paul Soldera
    January 28, 2009 at 10:05 am #

    I am just bumping up against the CVM stuff now. Very interesting.

  3. January 29, 2009 at 5:01 am #

    it’s great for providing a value measure, and i think it is more tangible to business stakeholders. However i think it does underrate brand, emotion and the intangibles of experience, but works well enough in services where functional factors are a differentiator