Lesson: Sales Funnel Optimization with Hiten Shah

Step: #10 Customer Delight: How delighted customers act and how they can support your product

If you aren't spending time making customers happy, learning about them and knowing everything about them, you're not going to be able to build a successful business, simply because they have a lot of options. And most industries are very, I don't want to say crowded, but saturated with options.

This is why you go to the grocery store, you walk down an aisle, you’ve never bought, let's say, tomatoes in the can. How do you know which can to buy? How do you know which type of tomato to buy? The choices are endless. So things like, and again this is a wild example, but the last brand that made you laugh on Facebook somehow might be the one you pick.

That's sort of a sideways way of thinking about customer delight, but it's true. If they made you laugh, you're going to remember them when you go to the grocery store and you're going to buy their can because it might not matter. That's obviously potentially a commoditized sort of item, but even those companies find ways to do marketing and get their brand in front of customers.

But you can't really do it unless you're making customers happy and delighting them. Again, I have a belief that all marketing gets better if you have a great product, because a great product implies that your customers actually love it. So starting with a product is very important, and the only way to do that is by actually understanding your customers and being able to actually solve real problems for them, make them happy and provide a great experience.