Too many businesses spend too much time focused on defending their price, value, reputation, guarantee … you get the point!
We seldom hear a business talk about defending their customers and their customers’ right to receive the very best version of whatever it is that they sell.
In this really simple model we see four levels of interaction that customers might feel when they engage with your business.
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At Disappoint the result is obvious.
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At Deliver we have really only provided the level of service promised. The customer would probably feel neutral at this level. You did what you should have done.
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At Delight the customer may be feeling pretty good about you.
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But at Defend, the customer sees in your business, someone who cares more about helping them than about making a sale.