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8 min read

Customer Delight: Here’s Everything You Need to Know

Customer Delight: Here’s Everything You Need to Know

It’s always right to focus on customer delight.

(Please excuse our lame rhymes.)

Anyways, when it comes to the SaaS sales world, no one is more important than your customers. 

Every single part of the sales cycle needs to be focused not only on what you can do to meet and exceed your customers’ expectations, but also how to address their pain points.

While this definitely is an undertaking, it’s well worth the investment because the stronger your customer delight is, the more likely that customers will remain loyal to your product and be advocates for your brand. 

With this in mind, join us as we break down everything you need to know about customer delight.

What is customer delight?

Before we dive straight in, let’s take a minute to go over the basics. 

When we talk about customer delight, we are referring to the effort that your team makes to ensure buyers have a positive experience with your brand or product. 

Customer delight is all about understanding your customers’ needs, interests, and pain points to offer a positive experience. One way you can do this is through discounts, promotions, gifting and sending spontaneous outreach communications.

When done right, customer delight can help increase customer satisfaction and make sure they stay loyal to your product for the long haul. Strong customer delight also increases the chances that customers will act as referrals for your brand. 

Who is responsible for customer delight?

When it comes to understanding who is responsible for customer delight, let’s take a look at inbound sales methodology. 

Inbound sales methodology focuses on attracting, engaging, and delighting buyers and revolves around helping people address the challenges they’re facing, not just getting a deal done. 

And in inbound sales, every team in your GTM department plays an essential role. Marketing works to attract prospects, marketing and sales work to engage them, and your sales team and customer success teams delight your buyers with a simple and straightforward B2B sales process and customer support. 

So, when we talk about customer delight, your customer success team plays an important role, but your sales, marketing, and product teams also need to be involved. 

That’s because successful customer delight involves exceeding your buyers’ expectations during every interaction they have with your company. This includes when they first visit your website, schedule a demo with your sales team, or reach out for support. 

Achieving customer delight allows you to build strong relationships with your buyers and improves the chances that they’ll act as advocates for your product. 

The main difference between customer delight and customer satisfaction

At this point, you may be thinking to yourself, “Gee Walnut, customer delight sounds a whole lot like customer satisfaction.”

To this, we would answer, “What an astute observation, blog reader! You’re right that they have some similarities, but there is a key difference.”

Customer satisfaction refers to when you meet buyers’ expectations. Meanwhile, customer delight is about going above and beyond what buyers expect to create a positive experience and reputation surrounding your brand. 

While it’s critical to have satisfied customers, if your buyers are delighted, it increases the likelihood that they’ll become product and brand advocates. 

This is because there are more solutions on the market than ever before. With this in mind, it’s simple for customers to switch to a competitor’s product because yours didn’t surpass their expectations. 

Not to mention, customers can also easily share their experiences with your brand online, which means average or negative feedback can spread like wildfire. 

All of this makes customer delight critical when it comes to customer retention and ultimately driving revenue growth.  

How to achieve successful customer delight

Now that we have an understanding of what customer delight is, let’s go over everything you need to do to achieve customer delight: 

1. Make it easy for buyers to get in touch with you

Don’t make it too complicated for buyers to get in touch with you. 

Because there’s no bigger turn off than having to endlessly search for a company’s contact information or feeling like the company’s support team is trying to avoid you.

It’s not only essential for it to be easy to reach you, but there should be multiple ways to get in touch with your team. Customers should be able to easily find a phone number, email address, social media account, or chat. 

2. Offer timely support to your buyers

Don’t waste any time when it comes to offering your customers support.

Part of successful customer delight is being available and responsive whenever your buyers reach out to you. When you respond to your customers ASAP, it conveys that they are your first priority. 

3. Tailor the buying experience for every customer

On top of this, you want to make sure that the support you’re providing is tailored to your buyers’ needs. 

And you can do this by sending your buyers personalized interactive tutorials

But this doesn’t just mean adding the prospect’s name or their company’s logo to the tutorial. You’ll also want to focus the tutorial on the features that are specifically applicable to them and reinforce how the product will address their unique problems. 

4. Use feedback from buyers to drive customer delight

Even if you have an amazing sales or support process in place, there’s always room for improvement. 

And when trying to learn where you can improve when it comes to customer delight, who better to ask than your actual clients? 

That’s why we recommend checking in with your customers for feedback, looking at reviews, or using surveys and CSAT scores to understand which parts of your product, process, or services need some work. 

All of this will help you better understand if your customers are satisfied with your product and company. 

5. Offer educational resources 

To go above and beyond when it comes to customer expectations, you need to offer educational resources like tutorials, common FAQs, webinars, and knowledge base articles to help buyers better understand how to get the most out of your product and to troubleshoot. 

To do this, you can send interactive product demos to get them interested in your product, enable your champion to sell your product internally, handle objections that came up during your call with them, and help them get onboarded or troubleshoot. 

6. Remember your buyers are people too

One of the biggest mistakes you can make is treating your buyers like numbers instead of like people. 

We know that at the end of the day, you have a quota to meet, but you need to make sure that you’re still putting buyers’ needs first. 

Your interactions with buyers have to center around finding a solution that helps them solve their problems and meet their goals. 

Because when you treat buyers like people, it makes them feel like you’re not just trying to get something out of them and that you have their best interests at heart. 

Examples of customer delight

Here are a few examples of companies that have been able to nail it when it comes to customer delight. 

1. HubSpot

HubSpot customer delight

It’s not just HubSpot’s customer success team that works to exceed customer expectations. It’s the entire organization. 

From marketing, growth specialists, sales, and other teams throughout the company, HubSpot works to offer its buyers a positive experience at every touchpoint throughout the buying journey. 

2. Loom

Loom customer delight

Another great example of a company that gets customer delight right is Loom.

The company has a super in-depth knowledge base and videos that show you everything you need to know about using the platform. They break down their support by getting started, recording and editing tips, use cases, product webinars, and troubleshooting. 

Not to mention, they make it easy to get in touch with either their sales or support teams. 

Using interactive product demos to achieve customer delight

Your customers are your number one priority. 

But the only way to make sure customers stay loyal to your brand for the long-term is to achieve customer delight during every interaction they have with your team.

One way to do this is by using interactive product demos. If you’re using a demo platform (like Walnut), you can shorten the sales process and make it more personalized to meet your buyers’ needs. 

Not to mention, interactive demos can also be used to make onboarding and troubleshooting a more engaging and effective experience. 

Because when you can successfully deliver customer delight, your customers will not only stay with you for the long run, but they’ll also become your biggest advocates. 

For more strategies that you can use to boost customer delight, click the “Get started” button.

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