It's easy to be a critic. In fact, most people would rather offer feedback than deal with the consequences of offering praise.

But think about this: If you worked hard on something and somebody else took credit for it, wouldn't you feel cheated? Who is responsible for delighting prospects and customers? You have every right to say so if that happens. But what do your customers feel when it comes time to give their input?

Do they always tell the truth? And do they always say exactly what needs to be said? Or is there some other message going out into the world that serves no purpose but to make everybody miserable while doing nothing but confuse prospects and customers alike?

Let's find out how important this little question really is—and why delivering on its promise might just add the delight your business needs to take it to the next level.

Why Is Delighting Customers Important?

Before we answer who is responsible for delighting prospects and customers, let's understand why it is important. Delighting customers is important because it can lead to better word-of-mouth marketing. 

People are more likely to tell their friends about a good experience than a bad one, and that's just the kind of marketing that you can't buy. It's organic, and it comes from people who are genuinely happy with what you've done for them.

But it doesn't stop there. A delighted customer is also more likely to return to your business, recommend you to others, and be a source of positive feedback online. In other words, delighting customers can help improve your bottom line in a number of ways.

So how do you go about delighting customers? It's not as difficult as you might think. In fact, there are a number of things you can do to make sure that your customers feel appreciated and special.

Start by taking the time to listen to them. Ask them what they need and want, and pay attention to their feedback.

Show them that you care about their satisfaction, and work hard to exceed their expectations. Make sure your products and services are up to par, and always be willing to go the extra mile.

It takes effort to delight customers, but it's well worth it. Sooner or later, every business needs to find ways to connect with its customers on a personal level in order to achieve success. 

Delighting customers is one of the best ways to do that , and it can help transform your business for the better.

So lead by example, and take the time to give customers the kind of treatment they deserve. If you do, there's no telling how far your business could go or where it might end up .

An important thing to remember is that every customer should feel acknowledged for their purchase. 

They put their trust in you with every transaction, so making them feel special--and not just using them as a source of income--is essential if you want to grow your clientele.

A satisfied customer will always come back for more, whereas someone who has been mistreated may very well take his or her business elsewhere. 

As a result, be sure to make each client feel special by offering discounts, exclusive offers, and other perks if they make multiple purchases.

How To Delight Customer

In a world where your prospects and customers have more power, don't you think it's time for your organization to stop focusing its efforts on selling and start focusing on delighting?

Radical organizations understand that the most sustainable way to maximize revenue growth is not by trying to sell more products or services but by constantly delighting their existing customers. 

Whether it's through re-engagement campaigns or loyalty schemes based around customer needs, best-in-class marketers know they must make the effort to consistently add value if they want to drive growth in today's hypercompetitive business environment. 

In fact, when analyzed over a period of five years, the difference in revenue between companies delivering excellent service and those with an average service offering can be as much as $300 million.

That said, delivering service excellence is not easy.  According to Forrester Research, just 31 percent of companies deliver excellent service—and the majority only deliver average service. 

No wonder The Aberdeen Group notes that organizations that focus primarily on optimizing their networks for efficiency drive down customer satisfaction and retention as a result!

In some ways this is hardly surprising. In many organizations resources are already stretched thin as they try to manage new marketing technology stacks, integrate social media into the company's overall marketing strategy and build out online communities with customers from around the world from a single location. 

Who has time—or the budget—to ensure your frontline team members have everything they need to delight customers?

So how can you encourage employees to truly embrace the art of service and deliver an experience that will delight customers across every stage of the relationship lifecycle?

Delivering Service Excellence: The Four-Step Blueprint for Successful Implementation

To help you answer this question we sat down with some of our thought leaders in the area of customer service excellence. 

Their responses—which we've compiled into a four-step blueprint—are meant to provide you with tools and insights to ensure your organization delivers on its promise to operate at world class levels when it comes to delivering excellent customer service. So let's get stuck in!

STEP #1: BUILD A CUSTOMER CENTRIC SERVICE STRATEGY.  

This means putting yourself in your customers' shoes and thinking long-term about how you can truly make their lives easier. 

"What are the things that frustrate your customers?" says Ellie Mirman, vice president of marketing at FreeConferenceCall.com. "What can you do for them to delight them?  This starts with research—and lots of it."

For FreeConferenceCall.com that meant finding out what frustrated conference call attendees most when using their service—and then doing something about it. 

As a result the company launched its Click-to-Dial option which allows users to quickly dial in without having to navigate through numerous menus on their mobile device or computer. 

This simple yet effective solution was designed with customers in mind and has significantly reduced customer frustration levels ever since it was introduced.

STEP 2: MAKE SERVICE A PRIORITY ACROSS THE ORGANIZATION.  

This means ensuring that customer service is not just the responsibility of the frontline team but that everyone in the company understands and embraces their role in delivering an excellent customer experience. 

"Customer service must be a key part of your culture and everyone in the company must understand its importance," says John DiJulius, president of The John DiJulius Group. "This means that customer service is not just the responsibility of the frontline team but extends to senior management, operations, accounting and beyond."

For example, at Starbucks the goal is to create a "culture of warmth and caring" where every employee is empowered to make a difference in the customer experience. 

From the barista who takes your order to the store manager, everyone is expected to provide exceptional service. And it's this focus on service that has helped make Starbucks one of the most successful brands in the world.

STEP 3: TRAIN EMPLOYEES TO DELIVER WOW SERVICE.  

This means providing employees with the tools and training they need to deliver an exceptional customer experience. 

"Employees must be provided with the necessary training and resources to handle all types of customer interactions," says Mirman. "And this training must be ongoing—and revolve around the customer experience."

STEP 4: ENCOURAGE CUSTOMER SERVICE EXCELLENCE EVERYWHERE.  

This means empowering everyone in your company—no matter what role they play or where they sit in the hierarchy—to deliver an exceptional customer experience.

 "Customer service must be a core value of your company and it must be exhibited at all levels," says DiJulius. "This means that everyone from the CEO down must be focused on and committed to delivering wow service."

For example, at Zappos the focus is on creating a company-wide culture of service where employees are encouraged to go above and beyond for customers. 

This culture is fostered by CEO Tony Hsieh who has made customer service a top priority and regularly encourages employees to put the customer first. 

As a result, Zappos has become known for its exceptional customer service and is one of the most successful online retailers in the world.

STEP 5: MEASURE CUSTOMER SATISFACTION AND REVIEW RESULTS REGULARLY.  

This means tracking customer satisfaction levels and taking action to address any areas of dissatisfaction. "You must measure customer satisfaction and review the results regularly," says Mirman. "If you're not happy with the results, you need to take corrective action."

For example, at American Express the focus is on continuous improvement and they regularly track customer satisfaction levels across a variety of channels including phone, online, and social media. 

This type of data-driven approach helps them identify any areas of weakness and make the necessary changes to improve the customer experience.

STEP 6: PROVIDE FOLLOW-THROUGH ACTION WITH RESPECT TO YOUR EFFORTS.  

This means following up with customers and/or internal teams to ensure the desired results are being achieved. "It's important that you follow up with your team members, perhaps on a weekly basis, to discuss how they're performing," says DiJulius. "And if their performance is lagging behind then take corrective action."

For example, at JetBlue employees have access to a number of new technologies including Sprinklr Social Suite so they can monitor social media channels for any mentions of the company and respond accordingly. 

This approach encourages employees across the to provide exceptional service and ensures that any complaints or issues are addressed in a timely manner.

Delivering an exceptional customer experience requires hard work and dedication from every member of your team. 

But by following these six steps you can create a corporate culture that is focused on customer service excellence and ensures that your customers are delighted every time they interact with your organization.

Conclusion

When it comes to delighting prospects and customers, there is no one person or department responsible. It takes a concerted effort from everyone in the company to ensure that customers have a positive experience. 

This includes everyone from the customer service team to the marketing department to the executive team. One of the best ways to ensure that customers are delighted is by creating a customer-centric culture. 

This means that everyone in the company is focused on meeting the needs of customers and delivering a positive experience. Employees must be empowered to make decisions that will benefit customers, and they must be held accountable for their actions.

Another key factor in delighting customers is having a strong customer service team. The customer service team should be able to handle any issue that comes up, whether it is a simple order change or a refund. 

The team should also be able to provide information about company policies and respond to questions from customers. While outsourcing customer service can save a company money in the short term, most companies find that it ends up costing more in the long term because of its impact on customer loyalty.

In addition, providing excellent customer service involves communicating with customers through multiple channels. 

In today's age where digital media is king, this includes using social media sites such as Twitter and Facebook to engage with customers and provide updates on product availability and sales promotions. It can also include email campaigns and online advertisements.

Finally, developing strong relationships with customers will keep them coming back for years to come. One of the best ways to do this is by inviting customers to be part of product development or testing. 

Offering them discounts, special promotions or other incentives for being an early adopter can go a long way in making them feel valued and encouraging loyalty.

Customer delight can be achieved when everyone in the organization puts forth an effort to meet customer needs. This starts with having the right corporate culture but also includes engaging prospects and customers through multiple channels. 

By working together towards a common goal, companies can create loyal customers who return again and again. I hope this blog post has answered “who is responsible for delighting prospects and customers”.