Customer service lies at the core of marketing
Have you ever heard of Tim’s Place? It’s a restaurant in Albuquerque, New Mexico that ranks as the world’s friendliest restaurant. Apart from serving great food, Tim and his team hug patrons who wish to be hugged. They understand that it’s natural for people to feel special when they are genuinely welcomed, cared for, connected with, appreciated and of course touched. It feels good and delicious.
Customer experiences play a very important role in building a brand, especially a niche brand. Customers have to be at the core of your business or else you may soon have no business!
It is important for every brand to build an emotional connect with each customer. Here’s a look at a few:
Zappos: At Zappos, the shoe company, employees do not mind going the extra mile in reaching out to their customers. Once, a customer by the name of Zaz Lamarr felt compelled to return a pair of shoes to Zappos. However, just before she could do this, her mom died. Zappos emailed to find out if she had dispatched the shoes. She replied in the negative saying she would do it later as she was in mourning.
When they learnt that, Zappos arranged for a courier to Zaz’s house to pick up the defective consignment. Zaz felt overwhelmed. Not stopping at that gesture, next day,
Zappos also sent her flowers and the rest, as they say is history!
LEGO: An 11-year old Massachusetts boy with Asperger’s syndrome had his eyes fixed on Lego’s Emerald Night Train. He took nearly two years to save up enough to afford the hundred-dollar set. However, when he walked into the store, he couldn’t spot the Train set anywhere. Disappointed, he wrote to LEGO to find out if there was any way he could still buy the toy of his dreams. In no time, LEGO dispatched him the Emerald Night Train set with a note saying “fans like you are why we are so lucky as a company.”
Nordstrom: An upscale department store in Seattle, the store boasts of housekeeping staff and security guards who are so helpful they have often raced to the airport to deliver forgotten shopping bags to customers before they could board their flights.
Disney: While you and I might get annoyed at someone asking us the question: “What time is the 3 p.m. parade?,” Disney loves this. In fact they have made this question a stamp of their brand, used in nearly all their market communications.
Believe that your customer is right – 100% of the time. And you will never go wrong – even 1%.