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How product teams can create customer delight (and why it matters)
Many product teams have a problem solution mindset, building features and experiences designed to solve a specific problem for a specific user.
That’s important, of course—but sustainable, lasting business growth means more than satisfying customers and meeting their expectations. Building customer delight into your product is what drives product-led growth.
Last updated7 Oct 2021
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More than a buzzword, customer delight is a way for product teams to create an enduring competitive advantage. But we know it can feel a little nebulous and hard to define. Below, we guide you to a better understanding of customer delight, including how Hotjar can help you measure and improve it. We cover:
What does ‘customer delight’ mean?
Creating customer delight is the practice of exceeding customer expectations—of going above and beyond customer satisfaction in a way that encourages an emotional connection and sense of loyalty between customers and your company.
Enabling your customers to accomplish their goals is no longer a competitive advantage. Today, brands have to go a step further, by focusing on customer needs, interests, and wants above all else.
Brands need to create a sense of goodwill and connection between customers and their product by making products that are remarkably easy, quick, and enjoyable to use; products that provide even more value than customers expect.
Customer delight happens when you exceed customers' expectations by going above and beyond customer satisfaction in a way that encourages an emotional connection and sense of loyalty between your customers and your company.
Customer satisfaction vs customer delight
Customer satisfaction is about meeting customer expectations and solving their problems with relative ease, in a satisfactory way, in the manner and time frame they expect.
Put another way, customer satisfaction is the foundation for customer delight and loyalty.
Customer satisfaction is more quantitative, often measured using metrics like
These metrics help you establish a baseline for whether you’re meeting customer expectations and helping them accomplish their goals in an effortless way—which you have to do before you can go a step further toward delight.
Customer delight is more subjective and fluid, and requires qualitative ways to be measured and understood—often through user research and voice of the customer (VoC) feedback.
Why does customer delight matter for product teams?
Given the qualitative nature of customer delight, it can be hard to communicate how important it is for your business. When hard numbers like NPS don’t tell the whole story of customer delight, how do you convince your team to focus on it?
Here are four reasons why customer delight matters for product teams:
Delighted customers don’t leave, so emphasizing delight reduces churn and protects recurring revenue.
A delighted customer base is a buffer against your competition: competitors can copy your features and match your price, but can they delight your customers?
Delighted customers give you useful and usage data and may be more likely to give thoughtful feedback that supercharges product-led growth.
Customer delight turns customers into your biggest advocates—people who recommend your business to others and help grow your customer base.
Customer delight examples: big and small ways to foster delight
Delighting your customers doesn’t have to come from huge brand efforts—it can, but there are plenty of smaller, more approachable ways to build customer delight. Here are a few big and small ways you can delight your customers:
👇 Small ways to delight customers
Build a product that’s seamlessly easy to use
Proactively solve customer problems
Shepherd customers to their Aha! moment as quickly as you can
Get them invested: share your roadmap publicly and accept suggestions
Get to know customers on an anecdotal basis
Celebrate their wins
Personalize your product to add a personal touch
Communicate and listen when customers talk to you
👇 Big ways to delight customers
Live your customers’ values
Anticipate: solve the problems customers don’t even know they have
Build a truly customer-centric product strategy
Invest in educational resources to help customers self-serve
Work together with customer success teams to help customers achieve their goals
Create a consistent experience across every touchpoint and channel
Offer meaningful customization options
Put a system in place that allows your team to recognize customers across channels and platforms
Build a community of customers
How to measure customer delight
Before you can measure qualitative insights about customer delight, you have to understand what customer delight means to your customers.
What does ‘customer delight’ mean to your customers?
Customer delight flows from providing customers an easy, enjoyable experience—but what that means varies from one product to another.
Since delight can be harder to quantify and compare across user bases, creating it requires a deep, intuitive understanding of your users. It requires cross-functional product teams to humanize their strategy and take a customer-led approach to gathering feedback and putting it to use.
You need to recognize and appreciate customers for who they really are: people, not usage and churn statistics. Understand their drivers—like unexpected value, personalization, dedication to customer success, and a seamless customer experience—and blockers of customer delight—like an inconsistent experience or missing features.
Above all, you need to know what ‘delight’ means for your users, on a human level.
Recognize and appreciate customers for who they really are: people, not usage and churn statistics.
4 ways product teams can humanize their strategy
Humanizing your product strategy means going beyond the numbers: looking past usage data and retention statistics, and trying to understand the user experience, customer behavior, and the why behind it.
While that’s easy to say, it’s not always easy to do—and it’s definitely not always easy to know where to start.
Here are four tips for going beyond quantitative data and humanizing your strategy:
Make ‘customer-centric’ and ‘customer-obsessed’ more than buzzwords. Plenty of companies claim to be those things without walking the walk. If you’re going to delight customers, you need to make customer-obsessed your mantra for day-to-day work.
Focus on what the user actually needs, not the trendy, flashy features you’re excited about. It’s easy to get excited about flashy new technology, industry trends, and long-term builds, but those should never distract you from delivering what your users actually need and want from your product.
Look to customer feedback, user behavior, and VoC data. It takes a little longer to analyze qualitative feedback, but this is where the most useful insights live. Customers who offer this feedback are handing you a playbook for how to delight them—use it.
Don’t overlook the small ways you can create customer delight. Just like the examples we mentioned before, there are tons of ways to delight customers and they’re not all huge undertakings. Don’t lose sight of the smaller, quick fixes that can delight customers while you work on bigger picture projects.
How Hotjar can help product managers measure and improve customer delight
When it comes to measuring and improving customer delight, understanding and improving the user experience (UX) is a great place to start: an effortless user experience is part of the foundation for customer delight.
This is where behavior analytics and product experience insights tools can help, giving you insight into user behavior and revealing their likes and dislikes, points of friction within the customer experience (CX), and their blockers and pain points.
Heatmaps which help you identify and eliminate friction and improve UX so you can build customer delight on top of a product that’s already easy to use.
Then, use surveys and user feedback tools to gather VoC data that brings customer voices into your product strategy. Here's how to use Hotjar's Survey and Incoming Feedback tools to measure and improve customer delight:
There are two ways to approach customer surveys and each has its place in measuring customer delight:
To get feedback from users who are currently in your product. These triggered surveys appear on-page, and give product managers feedback on specific aspects and elements of your product or site, capturing in-the-moment details and experiences from real users.
To follow up with customers and collect more detailed feedback. Invite users to participate in off-site surveys, and give them more time to respond to detailed questions about their experience in your product. This kind of feedback can help you gauge the lasting impression users have of your brand and product.
🔥 If you're using Hotjar
Get proactive with your Hotjar Surveys. By running surveys even when you aren’t trying to solve a specific problem, you can learn how your product provides value to your users. User feedback can inspire new ideas for how you can replicate a positive experience in other areas of your product, and enhance the overall user experience.
How product teams can use surveys to measure and create customer delight
Budget airline Ryanair uses Hotjar Surveys at several points in their customer flow to better understand
Ease of use
Barriers to purchase
They started with open-ended questions that allowed customers to provide unfiltered feedback in their own words.
Once they had a better understanding of the barriers customers faced and how they spoke about them, the team moved to closed-ended, multiple-choice surveys to help validate and prioritize product changes.
🔥 If you're using Hotjar
If you’re unsure of where to start, take a page out of Ryanair’s playbook: use a series of Surveys with open-ended questions to explore customer sentiment, followed by closed-ended questions to validate trends and measure improvement.
Gathering user feedback on an ongoing basis can help you identify new ways to delight your customers. It helps your product team understand how customers are feeling about certain parts of the product experience (PX), and can help you identify new features and fixes to prioritize.
When placed throughout the product, an Incoming Feedback widget like Hotjar's lets customers express frustration and delight by highlighting specific elements of a page, rating how those elements make them feel with emoticons, and (optionally) adding written feedback. That feedback helps you address and remove blockers and identify and repeat what works.
🔥 If you're using Hotjar
Add the Incoming Feedback widget to pages throughout the user journey to collect feedback across the whole user experience and hear how your product makes customers feel, in their own words. Users can give their email address too, so you can follow up and share updates on fixes.
The widget can help you pinpoint Aha! moments in the customer journey—the moments that convince customers to stick around. Then, connect Incoming Feedback with Recordings to learn more about their journey, and find out how to move other users toward their own Aha! moments.