How To Make Your Customers Happy

Happiness = relative.

1. I get an F on a test.
2. My teacher corrects the test score.
3. I get a C.

I'm happy.

1. I get an A on a test.
2. My teacher corrects the test score.
3. I get a C.

I feel horrible.

Make Happy

To make your customers happy, sprinkle the contrasting psychological principle sucka-goodness throughout every part of your customer contact points.

That is, underpromise and overdeliver in every $&@^%^*+ thing that your company does for your customers.

How Amazon Does It

1. Amazon does so by giving super conservative shipping times, and THEN BAM, the package shows up at your door several days early.
2. You = 'OMG OMG OMG I So HAPPY!! OMG OMG OMG!!'

More Examples

• 'Hey! Here's a complimentary cupcake for being such a great customer!'
• 'Hey! We just completed your project several days early so here it is!'
• 'Hey! I just took the initiative and listed your company on several directories so customers can find you better!'

Underpromise.

Overdeliver.

Make customers happier each and every time.

Systematize Happiness

1. 'Hey Billy! They gave me a free cupcake!'
2. Billy does get a free cupcake.
3. The contrasting effect: Billy = sad.

Don't suck; systematize how you underpromise and overdeliver, such that you consistently produce happiness for customers.

Examples:

• Give customers a free _____ after they purchase X.
• Give shipping times 5 days later than what we'll deliver.
• Provide an extra feature every time you meet a customer.
• Etc. Etc.

You start developing consistent happiness for every customer that touches your business.

(Keep the overdelivery system secret to your org, so you blast customers with the unexpected goodness.)

Rule. Thumb.

The more you surprise the freeeeeak out of your customers with over-deliver-goodness (i.e., customers experience totally unexpected highs from you), the happier you make your customers.

WIN.

Low. High. Happy.

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