Surprise features that go beyond customers expectations
Description
Delighters are happy surprises that can make a difference. They blow us away when we get it.
Delighters are a pure added value to your product or service.
They are not expected thus the dissatisfaction and frustration of their lack won’t appear.
Delighters are something that gives a high degree of gratification or pleasure.
If you want to achieve high customer satisfaction, it might be a lot easier if you worked on delighters, like some fancy packaging than by providing more regular features like faster shipping.
Research:
Free samples are an example of a delighter. The Snack Factory offered a free sample of their Pretzel Crisps with the purchase of regular potato chips. The free samples increased conversions by 25%-30%. This means at least a quarter of Pretzel Crisps consumers purchased because of free samples.
Application
Personalized Recommendations
Implement sophisticated recommendation algorithms that go beyond the typical "Customers who bought this also bought" suggestions. Utilize machine learning and AI to analyze user behavior, preferences, and purchase history to provide highly personalized product or content recommendations. When customers log in to your website or app, surprise them with tailored recommendations that truly resonate with their interests. These personalized suggestions can lead to increased engagement, higher conversion rates, and customer satisfaction, as customers feel like you understand their needs and preferences.
Exclusive Content or Offers
Create exclusive content or offer special promotions for loyal customers or those who engage frequently with your brand online. For example, you can offer early access to new products, invite them to join a VIP club, or provide access to members-only webinars, articles, or video content. These exclusives make customers feel valued and appreciated, increasing their loyalty to your brand and encouraging them to keep coming back. Additionally, customers may share their excitement about these perks with their social networks, generating organic word-of-mouth marketing.
Examples
