Customer Delight Courtesy Of David Beckham!


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A key ingredient of customer delight is ‘spontaneity’ and often that ‘spontaneity’ can be plannned. A great example of a business creating delighted customers through ‘planned spontaneity’ is Adidas, who provided some of their customers with a very special ‘surprise’ when they were invited to pose in a special Olympic photobooth to cheer on Team GB recently.

As the customers stood there smiling into the camera, who should show up, none other than David Beckham!!!! Now THAT’S exceeding customer expectations!

You can see what happened below…

OK, I know it’s staged for a large corporate business, but it is a great example of exceeding customer expectations and has all 6 of the ingredients of ‘customer delight’:

  • It produces a wow reaction!
  • It appears spontaneous or unexpected!
  • It’s the personal touch!
  • It makes the customer feel valued!
  • It’s genuine… and…
  • It creates a ‘talking point’!

So, what does this mean for you and your business? No, I’m not suggesting that you get David Beckham turning up at your customers’ premises (although, obviously try it if you can!), but think about those ingredients and work out how you could make them work for the way you interact with your customers.

To help you, you may like to download Customer Delight As Competitive Advantage, our latest FREE ebook that gives you ideas, tips and tools to help you make this stuff work – you can download it here to print off or download straight to your Kindle or iPad!

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


  1. We plan, analyze, and manage the business of customer delight, but often forget about how powerful an impromptu bit of delight can be for our customers. Thanks for that reminder, and the offer of the free ebook.

  2. Great stuff Donna!

    Thanks for your comments – do please let me know what you think of the ebook!




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