This is a great article and I like the quotation about delight. We have to not be complacent though as we can work hard to build customer trust but we can lose it so easily too.

I used to regularly order a delivery from a local fried chicken shop, before lockdown, and it was so delicious. I was delighted because the chicken always tasted amazing and eagerly awaited my order.

One day, I drove past the area where the chicken shop was located - I don't usually go that way so I had never actually seen it. It was disgusting and filthy. My whole image was shattered and I have never bought from them again.

So we can create a delicious experience but we can also lose it so quickly if we are not careful.