Delighting customers has become a widely-used term in the world of retailing but it seems many photo retailers don’t yet fully understand or embrace the term.
The concept of ‘Delighting Customers’ is all about a business exceeding its customers’ expectations across all the various points at which a customer engages with and experiences the business and all it has to offer. The purpose of ‘Customer Delight’ is to provide customers more value than competitors offer and therefore increase the lifetime value of a customer to the business through improved retention and satisfaction results which naturally lead to an improvement in individual customer loyalty. The first step in understanding how best to delight your customers is to list all the engagement and experience points that exist in your relationship with your customers.
The above model will help you do this as it shows the four key marketing stages of every business. How many engagement and experience points do you provide through which a customer would enjoy and receive better value at your store than he or she would receive from your competitors?