Delighting Customers

How and why to go that extra mile

NPS

Net Promoter Score

Q: How likely are you to recommend this to a friend?

0 1 2 3 4 5 6 7 8 9 10Not at all likely Very likely

NPS

Net Promoter Score

0 1 2 3 4 5 6 7 8 9 10

DETRACTORS

NPS =Promoters (%)-Detractors (%)

PROMOTORSPASSIVES

NPS across industries

NPS sucks.

Better question:

How would you feel if this product/feature were no longer available?

Product/Market Fit

But what about ‘DELIGHT’?

Delight = Exceeding Expectations

Kano methodSatisfaction

Investment

Kano methodSatisfaction

Investment

Satisfiers

Kano methodSatisfaction

Investment

Satisfiers

Basic expectations

Kano methodSatisfaction

Investment

Satisfiers

Basic expectations

Delighters

Kano

How do you feel when a hotel has hot water?

I like it this way

I expect it this way

I am neutral

I can live with it this way

I dislike it this way

Feature is PRESENT

Kano

How do you feel when a hotel does not have hot water?

I like it this way

I expect it this way

I am neutral

I can live with it this way

I dislike it this way

Feature is ABSENT

Expectations change!

In 2011 Facebook launched ‘Live Commenting’

In 2016 Real-time commenting is a basic expectation

In B2B?Tough

Why bother delighting?

“Any business with delighted customers has a sales force they won’t have to pay; You don’t see them, but they are talking to people all the time.”

Warren Buffet

What do delightful apps have that others don’t?

Solve an actual problem

Open the conversation

Close the feedback loop

Anticipate their problems

Empathise with your users

Do things that don’t scale

Case Study: Expedia

Make your users feel badass

Case Study: EE

What are you going to do to delight?

Thank you!Let’s go for a and talk about product.Drop me a line at janna@prodpad.com or say hi at @simplybastow

Download these slides: bit.ly/simplybastow-saastock2016