Customer Delight’s largely accepted definition is said to be “capturing those moments when your customers have received a good or service that significantly surpasses what they had initially anticipated “.

The marketing department then uses instances of this delight to be showcased for additional customer opportunities.

What happens to all those opportunities of Customer Delight that you lost out on?

Those that you lost out because you did not know what were the experiences that the customer wanted in the first place? Instances where you delivered a shoddy experience which could have been rectified only if you knew.

Or the experiences that neither you nor your customers even knew were possible or desirable?

Or experiences that are substantially different from anything else that is out there in the market? Something, that makes you unique?

This is where the value of Customer Insight and Customer Experience comes in.

Not mapping the Customer experience journey means opportunities for Customer delight could be part serendipity, part strategy and perhaps substantially expensive.

Think Apple! Think where they would have been merely focusing on delight and not the experience.