Rule #3: Delight the Customer

Art by: Roberlan Borges Paresqui

Surprise a customer with something delightful and the effect is magical. It takes very little to do this, but it has very big returns. 

Here are a few examples of my personal experience with customer delight:

• Fast response & product replacement (Pax)   
• Going the extra mile to help (TurboTax) 
• Personalization (Netflix)

Each of these customer experiences gave me unexpected, delightful moments. Even when I didn't get the outcome I wanted, these companies earned my loyalty with great experiences that made me want to stay and buy more.