Customer Loyalty and Customer Satisfaction
If you buy from an online retailer this year, you will most likely receive an email communication about your purchase, probably showing something like:
- Item Bought, Quantity, Price, and Amount Charged to your Credit Card
- Date Shipped and Expected Arrival Time-Frame
All pretty basic, right? In fact, if the email only consisted of the above items and the product arrived within the expected time and in good condition, then you’d probably consider yourself a satisfied customer.
But, how much more effort would it take the company to say something with a little more emotional hook; something that would engender a smile, laugh, and ultimately build positive memory and loyalty? In other words, not just satisfaction, but loyalty –
My close friend recently purchased an item from CDBaby.com and the email he received went the extra mile — it showed the regulatory-compliance-payment items, but it also went a little bit further — and, that little extra effort created a smile, laughter, and loyalty:
Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Tuesday, December 16th.
I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
Thank you, thank you, thank you!
Sigh…
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Comments
What a great example of what companies can do for next to nothing to build customer relationships. Though CDBaby may have spent a bit more, one can picture the boilerplate text as coming from a HS intern.
I HAVE PURCHASED A IPHONE ABOUT A YEAR AGO AND ONE DAY THE PHONE WENT TO A WHITE SCREEN AND THEN WOULD NOT TURN ON AT ALL I CALLED TECH SUPPORT AND THEN THEY MADE ME AN APPOINMENT FOR APPLE IN DALLAS. I WENT THERE AND WAS WAITING FOR AN HOUR UNTIL THE CALLED MY NAME AND THEN TOLD ME 2 MIN. LATER THAT I HAVE HAD WATER ON MY PHONE AND THEY COULD NOT WARRATY MY PHONE OUT. IT MAKES ME SAD TO SAY THAT A COMPANY LIKE APPLE THAT WILL NOT STAND BEHIND THERE PRODUCT AND WILL NOT WARRATY THE PHONE. I WILL NEVER BUY ANOTHER I PHONE AGAIN AND WILL TELL EVERYONE I KNOW NOT TO BUY ONE. I WOULD LIKE SOMEONE TO CONTACT ME.
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Adding that personal touch to the automated world of ecommerce isn’t hard after all. Nice example from CDBaby: http://is.gd/cbnW by @shmula