| |December 202019"We see our customer as invited guests to a party, and we are the hosts. It's our job everyday to make every aspect of the customer service a little better"- Jeff Bezos Delightful customer experience must be the core driving principle of a Brand. Delight should not be equated with merely satisfying customer needs or a means of achieving some other goal. Rather, delight goes beyond just a transactional relationship; it aims at reaching that level of connect with the customer where one feels like a part of that brand's story. Delight as a feeling goes beyond a logical explanation - it is something that is valued by customers much more than the cost, efforts and quantifiable benefits involved. Pleasant surprises, going out of the way, doing something which is not expected, gestures which need to be quantified in value terms are some of the things a brand can do to delight their customers. More often than not delight does not cost much... it is like a breath of fresh air, a random natural phenomenon, something that need not be replicated all the times. Tough times require us to challenge ourselves even more! `Delight the Customer' is one such challenge that must excite every passionate Marketing Professional in today's times. We need to move beyond creating strategies to build Brands - we must look beyond the horizon and start thinking of a Delighted Customer as the sole purpose of our existence. The process of building a customer starts from building stronger emotional ties with existing & potential customers. Some steps that may help in this journey are: 1. Give customers a sense of comfort and order· Customers need to know that they are in capable hands. Are all the internal processes that help engagement with customers well organized & consistent? A brand needs to help guide customers through the processes and answer their questions with confidence along the way. · Even if customers are already well informed about the Brand, its product & services and have done their research; even if they seem to already have a strong opinion about what they want to buy and what is the right fit for their needs -- they will still respect you more if they see that your processes are professionally handled at every step of the way. · This makes your customers more likely to buy from you again in the future, and makes them more likely to refer you to their friends. WE DON'T NEED TO BUILD BRANDS, WE NEED TO BUILD CONSUMERSDr. Amit Tiwari, Vice President ­ Marketing, HavellsVANTAGE POINTDr. Amit Tiwari, Vice President
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