Get Creative With Delivering Unexpected Quality
In today’s competitive market, meeting customer expectations is no longer enough. To truly stand out, you need to surprise and delight your customers by exceeding their expectations. That’s business nirvana.
But how do you go about dazzling your customers in this way?
This article explores how businesses can create “wow” moments for their customers by applying the principles of Quality Functional Development, a framework developed in Japan in the 1960s.
Level #1: The Basics | Foundation of Satisfaction
To earn your customers’ trust, your product or service must meet their fundamental expectations. These “basics” are essential to avoid dissatisfaction.
Examples include:
- A milk carton that doesn’t leak.
- An Airbnb stocked with essentials like toilet paper and fresh linens.
Failing to address these basics can lead to poor reviews and a damaged reputation. You won’t go anywhere unless you get the basics right.
Level #2: Performance Characteristics | Differentiate Your Offering
Once you’ve covered the basics, focus on performance features that set your product or service apart from competitors. These attributes are often the selling points marketers use to promote your offering.
Examples include:
- Marketing milk as organic and sourced from grass-fed cows.
- Highlighting Airbnb amenities like high-speed Wi-Fi, luxurious bathrooms, or scenic views.
While performance characteristics are crucial, they often match what your competitors offer. These are essential angles to explore but to truly differentiate yourself, you need to go one step further.
Level #3: Opportunities for Delight | Exceed Customer Expectations
The key to exceeding customer expectations lies in providing unexpected quality—or what is also called “opportunities for delight.” The goal should be to surprise your customers so they are thrilled with what you are giving them when you leave them asking: “I didn’t even know I could have it like this!”
For example:
- A milk carton with a built-in feature that lets kids mix and customize flavors like chocolate, vanilla, or strawberry.
- An Airbnb bathroom equipped with a relaxing scent diffuser that mimics ocean breezes or mountain air.
These unexpected touches create memorable experiences that customers can’t wait to share, driving word-of-mouth referrals and loyalty.
Disney Case Study | The Art of Delighting Customers
Disney is a prime example of a company that consistently exceeds customer expectations. From hidden Mickey Mouse scavenger hunts to unique character encounters, like the characters come out when the lines get long. Disney delivers experiences that leave guests in awe. These small but impactful touches create lasting memories, turning Disney visitors into lifelong brand advocates.
The goal is to find a non-product differentiator that is worthy of note. As Seth Godin says in his book, “Purple Cow” you want to be worthy of note.
How to Unleash Creativity in Your Business
To dazzle your customers, follow these three steps:
- Understand Their Expectations: Use surveys and feedback to identify their needs and pain points.
- Innovate Unexpected Features: Brainstorm creative touches that go beyond what customers expect.
- Continuously Improve: Refine your offerings based on customer reactions and feedback.
By mastering the basics, enhancing performance, and delivering delightful surprises, you can exceed customer expectations, build brand loyalty, and create viral-worthy moments.
