John Adair's 100 Greatest Ideas for Brilliant Communication

Idea 100: The delighted customer

It is self-evident that your business needs customers if it is to survive. But if you wish to enjoy sustained business success, you need to create satisfied customers. That is a feeling the customer has that your product or service has met their expectations.

Now let’s take it a step further. Why not created delighted customers? The delighted customer has a feeling much stronger than satisfaction, or the ‘feel good’ factor. It is the feeling that the products or services in question, including the quality of the relationship, have exceeded their expectations, often by a great margin.

How do you achieve that result? By going the extra mile. That means to make an extra effort, to do more than is strictly asked or ...