Your guide to the delight phase of the inbound methodology. 

by Candice Brandt

The buyer journey doesn’t end when a lead converts into a customer. In fact, that’s just the beginning of a new phase known as the “Delight Phase.” This crucial stage focuses on nurturing and delighting customers to turn them into brand advocates who will not only make repeat purchases but also spread positive word-of-mouth about your business. 

Quick recap of the inbound methodology 

The inbound methodology is a customer-centric approach to marketing that focuses on attracting, engaging, and delighting customers at every stage of their buyer’s journey. It revolves around the idea of providing value to prospects and customers rather than interrupting them with intrusive advertising.  

  • Attract: In the attract phase, the goal is to draw potential customers to your brand by creating valuable content that addresses their needs and interests. This can include blog posts, videos, social media posts, and SEO optimisation to increase visibility and attract organic traffic. 
  • Engage: Once you’ve attracted visitors to your website or social media channels, the engage phase involves interacting with them and providing personalised experiences. This includes email marketing, live chat support, social media engagement, and other methods to nurture leads and build relationships. 
  • Delight: The delight phase focuses on exceeding customer expectations and providing exceptional service to turn them into brand advocates. This involves proactive support, exclusive rewards, educational content, and surprise-and-delight gestures to create memorable experiences and foster loyalty. 

Understanding the Delight Phase 

The delight phase is all about exceeding customer expectations and delivering exceptional experiences that leave a lasting impression. It involves ongoing engagement and support to ensure that customers feel valued even after making a purchase. By delighting customers, you not only increase their satisfaction and loyalty but also encourage them to become promoters of your brand. 


Importance of Delighted Customers 

Delighted customers are invaluable assets to any business. They are more likely to make repeat purchases, spend more money, and advocate for your brand to others. Moreover, satisfied customers are a significant source of referrals, helping you attract new leads and expand your customer base without additional marketing efforts. By prioritising the delight phase, you can cultivate long-term relationships with your customers and drive sustainable growth for your business. 


Strategies to Create Delighted Customers: 

Personalised Communication: Tailor your interactions with customers based on their preferences, purchase history, and feedback. 

  •  Use personalised emails, messages, and offers to show customers that you value their individual needs and interests. 

This could be done by sending personalised birthday emails with special discounts or offers based on the customer’s preferences and even tailoring product recommendations based on past purchases or browsing history. 


  • Proactive Support: Anticipate customer needs and address issues before they arise. Provide proactive support through self-service resources, helpful guides, and responsive customer service channels to enhance the overall experience. 

This can be done by: 

  • Providing proactive troubleshooting guides or FAQs to address common issues before customers encounter them. 
  • Offering live chat support on the website to assist customers in real-time with any questions or concerns. 

Exclusive Rewards and Benefits: Offer special perks, discounts, or rewards programs to reward loyal customers and make them feel appreciated. Exclusive offers and incentives can incentivise repeat purchases and foster a sense of belonging among your customer base. 

This can be one by: 

  • Implementing a loyalty program where customers earn points for every purchase, which can be redeemed for exclusive rewards or discounts. 
  • Offering early access to new products or exclusive sales events for loyal customers. 

 Educational Content and Resources: Provide valuable content and resources that empower customers to maximise the value of your products or services. Offer tutorials, webinars, and guides that help customers learn new skills, overcome challenges, and achieve their goals 

This can be done by: 

  • Creating how-to videos or tutorials that demonstrate creative ways to use products or overcome common challenges. 
  • Hosting webinars featuring industry experts or thought leaders to provide valuable insights and advice to customers. 
  • Solicit Feedback and Act on It: Regularly seek feedback from customers through surveys, reviews, and social media channels. Use their input to identify areas for improvement and implement changes that enhance the customer experience. 

This can be done by: 

  • Sending post-purchase surveys to gather feedback on the buying experience and product satisfaction. 
  • Responding promptly to customer reviews and addressing any concerns or issues raised by customers on social media.
  • Surprise and Delight Gestures: Surprise customers with unexpected gestures or gifts to create memorable experiences. Whether it’s a handwritten thank-you note, a birthday discount, or a complimentary upgrade, small gestures can leave a big impact on customer satisfaction. 

This can be done by: 

  • Including a handwritten thank-you note or small gift with each purchase to show appreciation for the customer’s business. 
  • Offering unexpected upgrades or bonuses to loyal customers as a token of gratitude for their continued support. 
  • Community Building: Foster a sense of community among your customers by creating opportunities for them to connect with each other. Host forums, events, or online groups where customers can share their experiences, exchange tips, and support one another. 

This can be done by: 

  • Creating an online customer community or forum where customers can share tips, ask questions, and engage with one another. 
  • Hosting exclusive events or meetups for top customers to network and connect with other like-minded individuals. 


The delight phase is a critical component of the inbound methodology, as it focuses on nurturing long-term relationships with customers and turning them into loyal advocates for your brand. By prioritising customer satisfaction, personalised communication, and ongoing support, you can create delighted customers who not only drive repeat business but also contribute to the growth and success of your business. Embrace the delight phase as an opportunity to exceed expectations, build trust, and cultivate a loyal customer base that propels your business forward. 

Read more about the inbound methodology: 

The Author

Candice Brandt

Candice is a digital marketing specialised with a special love for content and sharing her digital marketing knowledge. Based in South Africa, she has experience of working in digital marketing agencies as well as working in-house. She is a lover of all things digital and can often be found reading up on new trends in the industry and testing new platforms to bring our clients more leads!


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