Insights into Customer Delight

  • A. D. Burns
  • S. Evans


Literature from various sources highlights the need to move beyond simply satisfying customers to delighting them (including Von Hippel et al., 1993 and Ealey and Troyano-Bermudez, 1996). Many product sectors are characterised by large numbers of competing products with very similar specifications and features. Matching the best in class is no longer enough to capture new customers, and products that merely satisfy fail to encourage loyalty in existing customers (Schneider and Bowen, 1999; Ludvigsen, 1996). Differentiating your product, innovating and engaging the customer on an emotional level are now the keys to success (Ealy and Troyano-Bermudez, 1996). This paper describes research into the nature of customer delight during product evaluation, and forms part of an approach to improve product development at Nissan. Increasing the designer’s understanding of the customer at the earliest stages of product development should facilitate the design of cars that stand out from the competition, that are wanted rather than needed by customers and that delight their users. The research described here forms part of a live vehicle development programme at Nissan Technology Centre Europe, and is carried out in collaboration with the Motor Industry Research Association (MIRA).


Quality Function Deployment Product Development Process Customer Information Emotional Level Emotional Appeal 
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Copyright information

© Springer-Verlag London Limited 2000

Authors and Affiliations

  • A. D. Burns
  • S. Evans

There are no affiliations available

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