In the world of customer service, a lot of attention is given to the notion of customer satisfaction or absolute delight. There have been entire books written about it, and training classes offered on how to do it are running over from the Internet. Influential customer service authorities tell us we’ve failed if we don’t delight every customer and do that with every interaction. You might ask is this concept even realistic and are any businesses actually coming near achieving that?
Mythological tales are nervously retold around the customer service water cooler. Have you heard this one? A store once gave a customer a refund on a camera brand despite the fact that the store didn’t even carry that brand of cameras. Why, to delight a long time customer.
There are also valid arguments against trying to delight everyone. Giving one customer a refund on items you don’t even sell is the stuff of legend, but you’ll go bankrupt if you do it for every unhappy customer. Something that delights one customer may even annoy another. What delights a customer today may simply satisfy that same customer tomorrow as they become more familiar with a new level of customer service. What you teach your customer they come to expect.
So, is customer delight truly a business imperative? Or, is focusing on customer satisfaction enough?
The answer is somewhere around the midpoint. Delight and satisfaction (much like want and need) actually co-exist quite nicely. In fact, they truly support each other.
Our predisposition to only notice something out-of-the-ordinary plays an important role in customers’ perceptions of customer service. If a customer has three satisfactory service experiences with your company and one extraordinary one, their overall expectation will be heavily influenced by the extraordinary happenstance.
Imagine a frequent flyer who settles into a comfortable routine on his preferred airline. The flights are generally on time, the flight attendants are friendly, and his VIP status provides a few extra perks that make his travel more pleasant. Then one January day, a severe storm in the northeast cancels all departing flights and the traveler must wait until the following day to fly home. While other passengers scramble for accommodations, an airline employee seizes the opportunity to be a hero and books the frequent traveler in a nice hotel room at no charge. Hero moments don’t happen every day, but they can be the experiences that come to be expected.
Does your IT Service Management Software support this kind of delight and satisfaction?
In order to help you and your business we need to open a dialog we can best understand how SMART Service Desk IT Service Management Software can be your businesses’ solution. We look forward to meeting your business needs and providing cost effective solutions.
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