[Extract...]
7 Ways to Create Customer Delight
Positive Energy - what we’d often call ‘enthusiasm’. But it’s more than enthusiasm. My village shop is filled with team members who smile naturally, readily, and authentically. They often laugh, sending out a clear message that even if the work is boring, the team is fun to work with, and they are pleased to see the right kind of customer. I’ve never once seen one on their phone inside the shop, and they all make friendly eye contact. I shop there for a sense of connection, not just for the food, nor just for the convenience.
Manners! I love it when they say, “Thank you for waiting,” or, “We’re sorry to have kept you waiting.” I think the first option is better - after all, who doesn’t like to be thanked? A genuine, “Enjoy the rest of your day,” or, “See you later!” always goes down well too. It’s like garnish on a good meal, or wrapping on a valuable gift - finishing it perfectly.
Know Thy Customer! The local shop gets to know its customers, and many of the team seem to take a genuine interest in how my day has been… even if there’s a queue! Some of them even know my favourite products and tell me when they are on special.
Get to Know Thy Customer! Now, here’s a strange secret: asking the right question of your customer is a massive, if veiled, compliment. It says, “Your opinion matters to me - which means that you matter to me. Learning to ask great questions is a wonderful way to connect with people at a deeper level.
Give more than they asked for - go the extra mile. This doesn’t mean sacrificing profits, quite the opposite. You may notice that the customer has purchased smoked salmon and mention, “Did you see the Dill reduced in the chiller?" A four-second jump into the customer’s shoes can really strengthen the connection. Think, "What do I need when I prepare smoked salmon?" Lemon? Capers? Avocado? With skill, this can be framed as, “Oh I love smoked salmon with lemon, capers, and avocado!” The number of times I’ve come back from the shop and have ‘forgotten’ a key ingredient is embarrassing. Be a personal guide to your customers! You may even earn them some kudos when they arrive home with positive enhancements to the meal, and save them some embarrassment.
Rumpelstiltskin! Our stories and history emphasise the mystical power of a name. If you know your customer’s name, use it appropriately. It’s a magical code that works wonders for a spell. I remember my first experience of 'Chinese Whispers' - the takeaway in Corfe Mullen. The manager looked at my payment card and said, “There you go, Mr McKee; enjoy your food.” Unforgettable first impression.
Finally, become an NLP Ninja. The most profoundly practical technique I learned on my NLP training (Neuro-Linguistic Programming) was called, “Pacing and Leading,” - all with a view to building Rapport. “People like us, like us.” When we match people’s culture, mannerisms, style, language, preferences, and even movements - the 'Pacing' aspect - people feel safe and at ease. The 'Leading' part is then to offer them something on their wavelength to their benefit that they wouldn’t have had without the interaction.
Whilst all the above is easy to apply to a retail scenario - it all works where there is any face-to-face interaction with customers - including at networking events.
