What is the customer looking for?

Delighting customers means delivering on what they expect PLUS adding an unexpected element of surprise that makes you remarkable.

Hint: think about how you want them to feel…then work backwards. Feelings are real and they deserve more credit than we give might give them. As intellectual species, we like to think that we make rational decisions–but that’s far from the truth.

When you cannot give them what they came for, they’ll simply continue window shopping until they find what they’re looking for. They have choices.