fitness for purpose, reliability, durability and low mainten-
ance. For services it will be concerned with the achievement
of an acceptable level of provision, reliability and accessi-
bility.
■ Value for money– the product or service meets customer
requirements on value for money in the sense of giving them
at least what they paid for and preferably more. Belief on
whether value for money is provided will often be on a
comparative basis, setting off one manufacturer or supplier
against others.
■ Reliability– customers are most likely to be satisfied when the
manufacturer or supplier ‘delivers the deal’ by achieving a
consistent level of performance and dependability.
■ Responsiveness– increasingly, customers expect their supplier
to be willing and ready to provide prompt service and help
at the point of sale and afterwards. Individual attention,
speed and flexibility are required.
■ Access– customers must be able to gain access to the supplier
or provider with the minimum of trouble. They have learnt
to put up with mechanized answering services but hate
endless delays in getting though listening to the Four
Seasons and to seemingly insincere assurances that their
custom is valued. They like to talk to human beings who will
respond to their query or complaint.
■ Courtesy– customers require politeness, respect, consider-
ation and friendliness from the people they contact over the
counter, in a call centre or when faced with a service
problem.
■ Communication– it is essential to keep customers informed in
language they can understand about the product or service
and how they can make quick and easy contact if they have a
problem. It should be obvious that when they make contact
they are listened to so that their specific query is dealt with
quickly.
■ Credibility– customers are more likely to be satisfied if they
find as a result of their experiences that the supplier or
provider is trustworthy, believable and honest. This is based
on the knowledge and courtesy displayed by staff and their
ability to inspire trust and confidence.
When considering how to delight customers it should be remem-
bered that customer expectations tend to increase. They expect
How to Delight Customers 67