I’ve previously spoken about the Customer Journey, but this one is a little bit different.
It's something I spotted with one of my wife's friends, they received a box of chocolates and how this links to Customer Experience.
I believe Customer Experience / Customer Satisfaction
are a differentiator when it comes to sales.
My wife’s friend ‘Deb’ received this chocolate box as a thank you gift, it's got a number of things in there, Crunchy, Caramel, Dairy Milk, etc, all in a nice presentation box, but no different than any that I've seen with other businesses that do this postage box.
The interesting one for me is, it's the actual seal, the wax seal and attention to detail. It’s made to look like Chocolate and there’s a heart shape emblem in the seal, there’s an additional greeting card included.
The message on the greeting card again, puts that emphasis on this customer experience. When we read the customer card it says…
“Thank you for shopping with us your order was made with love by Beverly, our very own craft genius. You're welcome back anytime”, and then their website and details underneath.
It's just a little bit more of attention to detail. This statement “It's was made with love” with an emphasis on the word “love”, it's in italics and a different colour, “Beverly” again is in italics and a different colour, and then we have the words “our very own craft genius”.
It makes the customer feel special, that emotional feeling that we want from our sales, this is fantastic Customer Experience.
This got me thinking about Derek Silver’s.
I’d heard
Derek Sivers
(who owned CD Baby), talking with
Rob Moore
on a podcast. He used something similar to the card above. When they package their products and send them off, they used a very standard delivery note, “your shipment is on its way and will be within the next few days”.
Eventually Derek got bored of that email message and wanted to do something differently. So, they actually wrote out this text, which says…
“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, Friday, June 6th.
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!!”
That delivery and thank you letter gained him thousands upon thousands of additional customers, because it hit the internet, he done something differently on Customer Experience and people were talking about it.
It made the Customer feel Special
which is exactly what we’re after with Customer Experience, the Differentiator.
