Delight Your Customers: 7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary

Great customer service is rare. In fact, one survey found that while 80 percent of companies described themselves as delivering “superior” service, consumers estimated the number at a mere 8 percent. Talk about a disconnect!

GsD Summer Term 1

Survey of Customer Experience Literature

Text: Delight Your Customers: 7 Simple Ways to Raise Your Customer Service from Ordinary to Extraordinary

Author: Steve Curtin

Synopsis: When asked what their work entails, most employees list the duties and tasks associated with their position. Very few refer to the true essence of their Delight Your Customersjob, which should be their highest priority – to create delighted customers who will be less price sensitive, have higher repurchase rates, and enthusiastically recommend the company or brand to others. Without this customer focus, all that exists is a transaction – and transactional service does not make a lasting positive impression or inspire loyalty.

In Delight Your Customers, Curtin reveals three elements common to all exceptional service experiences. He also makes a compelling case that attention needs to shift from monitoring service activities to modeling, recognizing, and reinforcing the behaviors that actually create happy customers. His “Seven Simple Ways to Raise Customer Service” are:

  • Express genuine interest
  • Offer sincere and specific compliments
  • Share unique knowledge
  • Convey authentic enthusiasm
  • Use appropriate humor
  • Provide pleasant surprises
  • Deliver service heroics when needed

Delight Your Customers is illustrated with real-world stories and examples. It’s a refreshing guide to help readers everywhere take their customer service from ordinary to extraordinary.

About the author

After a 20-year career with Marriott International, Steve now devotes his time to speaking, consulting, and writing on the topic of extraordinary customer service. He lives in Denver with his wife and their four children.


Guestology – the art and science of knowing and understanding your guests – is a term originated by Bruce Laval of the Walt Disney Company. The use of GsD is a tongue-in-cheek acknowledgment that organizations who really want to understand and deliver a WOW Guest Experience need to study the best practices and principles in use today, and then adapt them to the context of their own environment.

the GsD (Doctor of Guestology) journey: Summer 2013

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