CREATING
CUSTOMER
DELIGHT
BENEFITS AND CHALLENGES
Dr. S. Ajit
ATAL – FDP
23.01.2025
AGENDA
• Introduction
• Customer Satisfaction
• Customer Delight
• Models of Customer Delight
• Benefits
• Challenges
• Industry 4.0 - Case Studies
2
State in which Demands of A demand is a
someone lacks an individual customer’s
something that go desire backed
that is beyond the by buying
essential for need for power.
his/her survival and
survival. are adjusted
to the culture
Water, food, and
utilities, personality of
personal each person.
hygiene and
OBJECTIVE OF ANY
ORGANISATION
To satisfy the needs of its customers.
A HAPPY CUSTOMER TELLS HIS/HER
FRIENDS,
AN ANGRY CUSTOMER TELLS THE WORLD
Need can be a product or a service
Characteristics of Performance The primary operating characteristics of a
product
Products
Features The “bells & Whistles” of a product (those
supplement the basic functions)
Reliability The probability that a product will fail within a
specified period of time
Conformance The degree to which the design of a product
meet pre-established standards
Durability The amount of use a product can sustain before
it physically deteriorates to the point where
replacement is preferable to repair
Aesthetics The look, feel, taste, smell, & sound of a
product (latest brand of cycles)
Value for money Maruti Suzuki, Indigo Airways, Vespa
Serviceability The speed, courtesy, competence, and ease of
repair
Characteristics of Time & Customer waiting time, on-time completion
Services Timeliness
Completeness Customers get all they ask for
Courtesy Treatment by employees
Consistency Same level of service for all customers
Accessibility & Ease of obtaining service
Convenience
Accuracy Performed correctly every time
Responsiveness Willingness to help the customer
What is customer
Satisfaction?
Customer satisfaction is meeting goals
by delivering value to customers.
Satisfaction : Performance = Expectation .
Customer satisfaction occurs when
you meet customer expectations. It’s a
baseline measure indicating the
product or service was good enough.
What is customer
• Delight?
Customer delight refers to the pleasure or
joy a customer experiences when
interacting with your brand, product or
service.
• Customer delight is focused on evoking
happy feelings in addition to nailing the
Delight : Performance > Expectation
expectation. .
• It helps build a positive emotional
connection with the clientele by
delivering a good customer
experience.
WHAT MAKES
CUSTOMERS HAPPY
9
WHY DO CUSTOMER
DELIGHT MATTER?
10
MODELS OF
CUSTOMER DELIGHT
FUNNEL
OR
FLYWHEEL
11
FUNNEL MODEL
Customers are shifted from
marketing to sales to
customer service leading to a
less than pleasant customer
experience
FLYWHEEL MODEL
Every team
(Marketing, Sales
and customer
support) is
responsible for
attracting, engaging
and delighting
customers
From Strangers to Prospects to Customers to Promoters
STRATEGIES FOR CUSTOMER
DELIGHT
Attract – Targeted Ads, Social media influencers, Recommendation engines
(35% of sales in Amazon)
Engage – Loyalty programs, Personalized interactions, Augmented Reality
(Retail), Chatbots
Delight – Personalization, Provide Quick Support, Anticipate customer needs,
Customer segmentation, Educate customers, Empower employees, Embrace data
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QUALITY FUNCTION
DEPLOYMENT
• QFD promises a bridge between customer
desires and production processes
• Enhanced communication between
different departments, promoting a
collaborative approach to product
development
• Identifying customer requirements early
in the design process, manufacturers can
optimize resource use, reducing wastage
and rework
Where do customer delight 15
process start?
WHERE DO CUSTOMER DELIGHT
PROCESS START?
DESIGN STAGE!!!
16
BENEFITS OF
CUSTOMER DELIGHT
- Increased loyalty and retention
- Positive word-of-mouth
- Competitive advantage
- Emotional connection with the brand – lifetime
value
17
CHALLENGES OF
CUSTOMER DELIGHT
- Balancing delight with cost
- Risk of unsustainable expectations
- Employee training and consistency
- Personalization challenges (DATA - According
to Google, an average person switches between
three devices to complete a task, Outdated data)
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CUSTOMER
EXPERIENCE AND
INDUSTRY 4.0
19
CUSTOMER
EXPERIENCE AND
INDUSTRY 4.0
Industry 4.0 combines the Internet of Things
(IoT) with analytics, robotics, high-
performance computing, artificial intelligence
and cognitive technologies, advanced
materials, and augmented reality, to
integrate digital data from numerous sources
and locations and drive the actual act of
manufacturing.
The number of IoT-connected devices is set to
increase to 43 billion by 2023, according
to McKinsey
Mahindra XEV 9e
(from SAAS to XAAS)
20
CASE STUDIES
Starbucks
Netflix
Jawbone
Aggregators
21
CUSTOMER FAILURE
IN THE
EXPERIENCE AND PROCES
INDUSTRY 4.0 S
Starbucks’ mobile app, initially a boon for
Starbucks customer convenience and loyalty,
Delivering premium coffee experiences inadvertently contributed to a decline in the
in a welcoming environment (NAME) traditional in-store experience
“50% Off
It costs Starbucks $20,000 to hire a barista or Fridays,”
just $25,000 to purchase a robotic barista arm (that
operates 24/7 with no sick pay or annual leave), it’s easy to
understand why companies will favor artificial over human
intelligence. Remain true
Howard Schultz to Brian to YOUR 22
CUSTOMER SUCCES
S IN THE
EXPERIENCE AND PROCES
INDUSTRY 4.0 S
Netflix is the most-subscribed video
on demand streaming media service,
with 301.6 million paid memberships
in more than 190 countries as of 2025.
1997 - DVD-by-mail movie rental service
2007 – Streaming media
2022, Netflix estimated that 100 million households globally were sharing
passwords
May 2023, Netflix began cracking down on password-sharing
Netflix reported 8.05 million new subscribers in Q2 2024…. BUT HOW?
Quality programs – OWN MOVIES, SERIES
Marc Randolph and Reed Hastings
23
CUSTOMER IN THE
EXPERIENCE AND PROCES
S
INDUSTRY 4.0
Smart healthcare - Microsoft (MSFT) &
Alphabet’s (GOOG)
Jawbone health tracker (2008)- Not just
surface-level tracking, but medical-grade monitoring that
could predict health issues before they happen. (2015 -
Apple)
• Now, 2025 -Predict heart issues 2 weeks early 24
CUSTOMER
EXPERIENCE AND
INDUSTRY 4.0
• Amazon, Flipkart, Snapdeal, Alibaba, Ajio
• Grofers, Bigbasket, Ola
• Swiggy Instamart, Zepto, Aggregators
• CHATBOTS
• Recommendation engines
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THANK YOU
