A Zappos CS agent spent 10 hrs on a customer call… helping her plan a house move. No crisis, just human connection.
Joshie the Giraffe was left behind at a Ritz Carlton by a sad little boy. The staff mailed Joshie home with a photo album of Joshie’s extra vacation (hot tub, massage, drinks, etc.)
Totally unscalable efforts, completely culture- and perception-changing.
Principle: Humans crave humanity
You’ve been taught to expect a transactional relationship with Walmart, United Airlines, AT&T and Chevron.
These relationships are one-dimensional, corporate, cold, and sometimes borderline hostile.
Why do you feel so much more personally connected with Costco, Buc-ees, Trader Joes, and In-N-Out?
Humanity in the transaction. These companies go so much further in making their customer happy, their fans will drive 5 extra miles and pass 3 competitors to get to them.
Tactics
To create a cult-like following, be unreasonably hospitable.
Set a Delighted Customer budget. $100/month dedicated to sending flowers after a pet dies is not going to break the bank. But it might change someone’s day, and just a reminder: Karma’s real.
Obsess over the first and last moment. Would you rather get an “Order confirmed, thanks!” email, or a real photo of a smiling face packing you order? Similarly: at refund refund request, wouldn’t it be nice to get something like, “We’re processing it right now, thanks for giving us a shot! If you ever want to try again, reply with what ‘perfect’ would look like and we’ll point you to the right thing. Even if it’s not ours.”
Systematize magic. When a customer has a uniquely positive reaction, go “watch the footage.” What exactly happened to lead them to such an experience? Duplicate and build in new roles to make it happen again, on purpose.
Habits
Start choosing one customer a day to surprise and delight. Could be a simple email from the founder, a random discount, a little gift in an order just because.
You’ll start to build a reputation and culture of deep customer loyalty.
God speed,
Mike
Today’s inspiration: Unreasonable Hospitality