Delight, however, presents a competitive advantage that can be rolled into: higher customer loyalty (increased customer lifetime value), increased profit margin (even on commodity type goods) and increased perception of brand in the larger marketplace.

Above all, though, is consistency don’t meet my expectations one day and provide awful service the next or have solid service for one product and horrible service for the others. Do the small things consistently, professionally and skillfully. With an eye toward solving the customers immediate problem – not selling them a new service or getting them off the phone in record time. In the end these small, well delivered interactions add up. The next thing you know you may be delightful.

One Saturday a colleague and I decided to take a day trip to Brussels, Belgium. I can only say that our inability to speak any of the local languages (French / Dutch / Others) became less of a concern when we spotted the McDonalds sign. Our relief was rewarded with a meal that met our expectations.

Although this experience was far from being the highlight of our day, let’s just say it minimized the initial anxieties of not knowing what to expect next.