Customer Delight PrincipleSM
Ipsos Loyalty’s Delight Analysis is both a philosophy and a set of practical tools to interpret satisfaction findings and then build actionable business strategies that are truly meaningful to customers. Our understanding of the problems inherent in conventional satisfaction analysis stimulated our development of the approach.
All too often, customer satisfaction results have failed to demonstrate a relationship with the financial performance of organizations. Some firms have found that as satisfaction levels increase, profits paradoxically decline. Other firms have watched exactly the opposite occur. Consequently, managers’ willingness to act on customer satisfaction information has often been undertaken with trepidation.
The reason for these illogical situations? Conventional procedures for measuring and then coaching satisfaction fail to recognize the intricate relationship between performance, satisfaction, retention, and profits. Contrary to common assumptions, the relationships between these concepts are not linear. This means that most projections of improvement will fail to be confirmed in the reality of the marketplace. Ipsos Loyalty’s Delight Analysis solves this problem by providing an analytical process that copes with the inherent non-linearity of satisfaction data to accurately identify opportunities to first eliminate dissatisfaction and then to create delight.
Beginning a customer delight strategy can be a very rewarding effort. It is the proverbial "win-win" situation. Your customers win because you aim to delight them. Your employees win because delivering delight is more enjoyable than putting customers in pain. And your firm wins because delighted customers are far more profitable than merely satisfied customers.
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W. Edwards Deming, the father of the quality movement, really understood the marketplace and our avocation of customer delight when he observed, "It will not suffice to have customers who are merely satisfied." We would add, "They must be delighted."
A typical Delight Analysis offers the following insights:
- Proportion of customers in pain and in delight
- Sequential improvement initiatives: how to remove pain and increase delight
- Incremental dollar value of a delighted customer
- Control versus improvement cell analysis
