When were you last delighted as a customer?

We have asked this question to hundreds of people and can only come to one conclusion: customer delight is both precious and rare.

Precious, because delight creates loyalty and the opportunity to cross-sell; Rare, because most companies leave their customers "satisfied yet indifferent", buying out of habit and not conviction. Delight is scarce because most organizations lack the understanding of what really matters to their customers, or fail to mobilize their people in exceeding customer expectations.
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