Final answer:
A company should aim to delight the customer by exceeding their expectations whenever possible. However, it's essential for companies to assess the situation and evaluate whether it makes sense to invest in exceeding customer expectations.
Step-by-step explanation:
A company should aim to delight the customer by exceeding their expectations whenever possible. This approach helps to build customer loyalty and create positive word-of-mouth. By going above and beyond what the customer expects, companies can differentiate themselves from their competitors and provide a memorable and exceptional experience. Meeting customer expectations is the minimum requirement for a company to be considered satisfactory, but it may not be enough to create a loyal customer base. Customer satisfaction is important, but delighting the customer takes it to the next level. However, there may be situations where the cost of delighting the customer outweighs the benefits, so it's essential for companies to assess the situation and evaluate whether it makes sense to invest in exceeding customer expectations.