Customer Delight

Very often, when a young executive joins a top notch tech. company, he gets an opportunity to travel abroad to meet his customers.  While a lot of time is spent on other things it is important to create a good first impression.  The first impression is created in your appearance and it has to be achieved in a few seconds.  Looking good and well groomed is a package to create the necessary impression.  So it is important to pick up a good suit to create a lasting impression. 

Here, let us examine how a 'world-class' suit maker treats his customer and consider the entire process and note that it is the sum of all experiences that creates customer delight.  Our young executive now has identified a 'world class' suitmaker and walks into the store.  For convenience let us call our young executive as Ray Charles. 

The cutomer relationship manager in the store greets the executive warmly and takes him just a few steps into the store and asks him "how can I help you". Ray looks at him and says "I need a suit".  The CRM tells Ray that they have a range of solutions that they can offer and asks him a number of quick questions.  Would you like a Business Suit or a Dress Suit?  Will you be wearing it in extreme cold conditions or moderately cold conditions or warm climes?  We have a range of material that can be chosen based on your requirement.  Ray tells him that he needs a business suit and he would like to use it in extreme cold conditions and moderately cold conditions. 

The CRM in the shop takes him across to a display wherein they have a range of fabric solutions and offers them to Ray to feel.  The CRM does not stop there.  He asks Ray, would you be wearing it all day?  Would you be travelling wearing it all day?  Would you be spending a fair amount of time sitting down?  Now Ray is a bit perplexed and he turns to the CRM and asks him what do you mean.  CRM explains, Sir we have now introduced a range of material which are crease free - which don't get crumpled even if you stretch or relax during your work.  These are such material which are light to wear and carry and might be something that you are looking for.  Ray is now more curious and says I would take a look at them.  As Ray is feeling the fabric the CRM is curious to know if Ray is thinking of the styling, the CRM informs ray that we have utiltarian styling which helps travellers like Ray remain comfortable and look contemporary.  The CRM explains to him about the cuts, the lapel, the buttons and the pockets and the special material that they use for lining which allows the skin to breath and the knitted fabric lining that will be provided under  arms for free movement of the hands.

Ray is impressed mightily with all this but is thinking seriously.  CRM guessed it right and he moves on.  We will give you a range of colours that will suit your complexion and make you look picture perfect to make that first impression.  He then gives him a range of colours.  Now Ray is convinced that this is the best place for him to buy but is still a bit concerned.  CRM looks at his eyes and tells him that we have a range of material in all the various categories across price bands and he can offer the best material to Ray at an affordable price.  Ray is now relaxed and informs the CRM about his choice of material, colour and the styling that he prefers.  The CRM tells him that their specialist tailor will take the measurements and advises him to come for a fitment test after a week's time.  Just before Ray leaves, the CRM requests him to have a cup of coffee and leave some personal details about him like his date of birth, wedding anniversary, hobbies, house address etc. in a coupon.  This completed, coffee cup empty, Ray leaves the store.

After a week Ray returns to the shop and checks the fitment and the CRM explains the special features and the introduction of an high quality invisible elastic band between the button and the the seam on the sides in order to enable him stretch freely.  Ray likes that feature and stretches his hands and breathes easy to check the feel of the elastic.  Convinced, he asks the CRM to go ahead with the suit and finish it and checks if he could come and pick it up after a week.  The CRM is positive and Ray leaves.

A few days later, the CRM leaves a little early in the morning with the suit neatly packed with a band on it and picks up flowers on the way and walks up to the door of Ray's residence and presses the bell switch.  Ray opens the door to find the CRM having the packed suit and flowers and quickly the CRM wishes him "Happy anniversary Mr. Ray Charles".  Ray is mesmerised.  He is not able to feel if it is his dream or reality.  He is so thankful to the CRM and exchange some pleasantries.  CRM leaves.  The next thing that Ray does is busy calling his friends and relatives sharing his experience.

Just go through the entire story once again to appreciate the various aspects of creating customer delight.  The need as expressed by Ray is "I need a suit".  The CRM virtually becomes Ray's wardrobe consultant and takes him through a number of solutions that they have to offer.  The effort convinces Ray that he is in a World Class shop.  The CRM anticipates Ray's thought process and provides him the right tip at the right time enabling him to select the material of his choice knowing full well that the customer has come for the first time and he is going to wear a suit stitched by them for the first time.  The CRM picks up the information from Ray in a small coupon and notices the date of Ray's anniversary and notes that it falls just two days ahead of the delivery date.   

From his side, the CRM had taken special efforts to get the suit stitched ahead of time and had gone to Ray's house by spending a couple of hours travelling a short distance and picking up some flowers so thoughtfully.  Now, Ray is sure to refer to the shop to his friends and share his experience.  Just for a little bit of stretch from the CRM's part, the store is bound to get more customers coming in without any advertising.  What the store delivered Ray is not just his need - a suit but more that the Suit - a delightful experience. 

When you meet the need of the customer the you have a satisfied customer.  You have fulfilled his expectations.  But, you have a customer delighted when you deliver beyond his expectations.  Delivering 'beyond expectations' is Delight.