Most people think that just turning up the effort a bit is all that it takes to truly Delight a customer. They believe that customer satisfaction is a linear relationship, the more effort, the more you put into it the happier the customer. That just isnt the case.

There really is a couple of ways we can differentiate this. The differentiator:

• Something the customer expects
• Something the customer never expected, but values once he has it.

First lets look at something that a customer expects.

• If he isnt getting what he expects hes unhappy. When he finally gets it, hes contented, satisfied.
• When a customer EXPECTS something you can only go from unsatisfied to satisfied, no higher.

An example of that is when a customer expects something to work..

• If it doesnt work hes VERY unhappy.
• If it works but just not quite like he expected he may be not be as unhappy.
• When it finally works to his expectation he is content. He isnt delighted, a long way from it.

Satisfied, or contented, can be defined as almost a non-event, unsatisfied a negative event. So, there is only one way to go.down, discontent.

Now lets look at an unexpected result for a customer.

• If a customer isnt expecting something he is content because he doesnt miss it. It is a non-event.
• Once you start delivering something unexpected, and valued, that becomes a VERY positive event, a delighted customer.

An example of this might be that you delivered what he expected (a non-event, contented customer), but delivered it in half the time that others have before, that saved him money (now thats a positive event, delighted customer). It was so much faster than anyone had ever delivered it, he wasnt expecting it. Hes a very delighted customer.

Of course, we MUST make absolutely sure that when we deliver the unexpected, that it satisfies a customers wants or needs, otherwise it wouldnt be valued.

Lets restate that:

• If a customer expects something, no matter how much effort you put into the result you can only turn a customer from unhappy into contented, or satisfied. Basically a non-event. He expects this from everyone, every time. You now become average as the best you can be.
  Once you satisfy the customer, more effort just doesnt produce a higher level of satisfaction.

• If a customer isnt expecting something and it isnt there, hes a contented customer, basically a non-event. When you start delivering the unexpected you CAN turn him into a delighted customer, if it is something he would value. The only direction is from contented (average, non-event) to a delighted customer.

So, what is the bottom line.

• You have to deliver the expected every time to even make the customer contented, and get a so-so, expected result.
• To make a customer truly delighted you have to be finding ways to deliver the unexpected that the customer would value.