Do you think that delighting and satisfying the customer are the same thing? It sounds obvious, but satisfying the customer is the basic commandment of any business that wants to stay afloat. Offering a satisfactory experience to the consumer means nothing more and nothing less than meeting their expectations with quality products or services. good service and problems solved. But when the intention is build loyalty e highlight your brand in the face of competition, more effort and investment is needed. If satisfying customers means meeting their expectations, delighting them means exceeding them.

One of the main secrets of companies that occupy a prominent position and sometimes carry the entire market niche associated with their name, is to invest in strategies to their customers.

Charm has to do with the emotionalwhere through a consumer experiencethe brand manages to add a deeply positive feeling and generate not only an intention to repurchase, but also customer loyalty. In addition enchantment This makes people want to share their experience with others, which promotes a very positive buzz (word-of-mouth marketing). With the help of the media, this practice can take on huge proportions, as consumers tend to use social networks to spontaneously express their satisfaction (and dissatisfaction).

To give you an example, let’s talk a little about a brand you’re no doubt familiar with: Gillette. Gillette.

During the 1990s, Gillette sent free shaving kits to the homes of boys about to turn 18. The idea was to impact men at the age when they need to choose a brand of products to start shaving.

The campaign was a reprint of a marketing campaign carried out in 1917, where the same strategy was used with American soldiers. Basically, it was an ingenious way of turning leads into delighted customers. As a result, in addition to the huge financial return, the company has gained a number of loyal consumers who associate razors with the Gillette brand. Even those who didn’t take part in these campaigns have the brand as a reference point thanks to the huge buzz that the action generated.

Another enchantment strategy was put into practice by Netflixwhich has become a reference in streaming through exceptional communication with its customers.

In addition to using social networks to talk to its consumers in a fluid and irreverent way, the company brings this closeness to the customer to call centers, where there is the highest concentration of calls for support. In addition to being greeted by a human (yes, after entering the service code, the call goes straight to an agent), your team is not obliged to follow scripts, which makes the service much more welcoming and personalized, exceeding the expectations expectations.

Even with the various brands that operate streaming services in Brazil today, Netflix continues to occupy first place in the popularity ranking. popularity. In translation, this means that it wasn’t enough to invest in the quality of its product to stand out; it had to go further and invest in a close relationship with its audience.

These are just a few examples of companies that bet on actions to delight their consumers and today lead their market niches.

Do you just want to satisfy or delight?