Not every feature delights.
Customers react to features in different ways. Some are only noticed when missing; some make people smile.
Basics
Expected
“It just has to work.”
If missing: angry customers
Example: calls connect clearly
Performance
More Is Better
“The better it is, the happier I am.”
If improved: more satisfaction
Example: call quality, fair pricing
Delighters
Unexpected
“Oh, that's clever!”
If missing: nobody notices
Example: voicemails transcribed to email
Watch out: today's delighter becomes tomorrow's basic. What surprised customers five years ago is now expected.
Source: Folding Burritos ↗
Fix the basics. Then delight.