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BOOST SALES BY SURPRISING & DELIGHTING YOUR CUSTOMERS! (Part 1 of 3)
When was the last time you were surprised and delighted as a consumer?
Chances are you remember the business, brand or organisation that delivered that positive experience and it’s made you loyal and resulted in you recommending them to others?
Possibly you even feel an emotional connection when you think about it?
There is mounting evidence that ‘surprising and delighting’ customers leads to increased brand loyalty and more sales thanks to positive association and positive memories.
It also delivers the all-important positive recommendation that money can’t buy.
A survey by Loyaltyone demonstrated how people are excited by the prospect of ‘Surprise & Delight’ experiences from retailers, airlines, hotels and brand owners.
95% of those surveyed said that when they were surprised by a gift or delighted by an offer it left them with an increased positive view, with more than 34% giving the company more business and more than 56% sharing their experience with friends and family.
So what about your business, organisation or brand?
You not only want your customers to keep coming back, you want them to encourage others to buy from you too, right?
The key is to build an emotional bond with your customer… and delivering the unexpected, making people feel special in the process, is a great way to do that.
Real success lies with creating excitement, a ‘buzz’, that not only engages those who are already your loyal customers (keeping them coming back) but also reaches new target audiences through them.
No question, a great experience with a product or service is known to increase word of mouth referrals – a lot of research and surveys demonstrate that personal recommendations are considered far more trustworthy than advertising.
Consider for a moment the explosive success and influence of platforms like Trip Adviser, Yelp and also social media like Facebook, Twitter, Instagram, Pinterest and LinkedIn.
Surprising and delighting customers does not have to be expensive either, and adding value to the customer experience can be a much more profitable way to grow your sales than fighting with competitors on price.
Even a small unexpected gesture can make someone’s day and become a talking point as many companies have demonstrated, from Pret A Manager’s strategy of empowering their staff to ‘treat’ customers with free drinks or food to Mastercard’s ‘Priceless Surprises’ programme using social media to give spontaneous gifts and prizes.
In my next blog I’ll explore some of the ways large and small companies are ‘Surprising & Delighting’ their customers and establishing good practice from which we can all learn.
I’d love to hear from you if you have any ideas, or if you have been ‘surprised and delighted’ by a supplier and how they did it – email me!
(Natalie’s Blog, 7 June 2017)
READ PART 2 OF THIS BLOG: Part 2: ‘How businesses are surprising and delighting their customers’
Meet… Natalie Atkinson (Managing Director, Delvaux Ltd)
Natalie is the Managing Director of Delvaux Ltd, a family-owned business originally founded in 1985 by her mother Monique as a division of Rombouts Coffee. Natalie leads the ‘delicious marketing ideas’ team at Delvaux, experts in helping Delvaux’s clients to use personalisation and gifting as ‘edible advertising’.
Since Delvaux’s early days supplying petit fours to Restaurants and Hotels and supplying retailers such as the House of Fraser, Conran and Harvey Nichols with luxury chocolates, glace fruits, nougats and nuts, Delvaux has developed into a thriving independent business supplying personalised chocolates (Neapolitans and Petit Chocs) and confectionery in individual wrappers printed with messaging, logo, special offers and promotions etc.
Delvaux has been in business for over 32 years supplying 1000s of businesses, associations, charities, institutions and individuals with millions of personalised Neapolitan and Petit chocolates over that time. More recently Delvaux has expanded under Natalie’s direction with the addition of Mints, Sweets and Chocolate Orangettes and Chocolate Coffee Beans to the product range.
[If you have any questions please call us on UK freephone 0800 371 428 or International telephone +44 (0) 1932 571180, alternatively please email us at email@example.com.]