Customer delight (surprise)
An unexpectedly positive experience produces delight, which is distinct from satisfaction.
Where it applies
Three of the eight page areas.
HomepageNot typical CategoryNot typical SearchNot typical ProductNot typical CartNot typical CheckoutAlso applies Post-purchaseMainly here
It also applies sitewide, on every page. See everything at work on Post-purchase pages
How to use it
Three ways to use it, and one to avoid.
- Add an occasional unannounced extra, such as a sample or a handwritten note.
- Give some orders a surprise delivery upgrade.
- Keep extras unpredictable so they do not become the expectation.
- Avoid: advertising a “free gift” that is not genuinely free.
What the research found
The delight model held, but evidence that it brings repeat purchase is weak.
Delight raised intention to return in only one of two entertainment services.
Oliver and colleagues found delight was distinct from satisfaction in a theme park and a symphony series, but it raised intention to return only for the symphony. Finn retested the model on visits to consumer websites. The idea that delight raises future expectations comes from Rust and Oliver's mathematical model, and no study measured repeat purchases.
Key research
Three sources, each checked.
Last reviewed
Oliver, Rust & Varki (1997) Customer delight: Foundations, findings, and managerial insight J. Retailing Read the source Finn (2005) Reassessing the Foundations of Customer Delight J. Service Research Read the source Rust & Oliver (2000) Should We Delight the Customer? J. Academy of Marketing Science Read the source
Before you use it · UK law
An advertised 'free gift' must be genuinely free.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.