We’ve all likely fallen victim to mediocre or just plain bad customer service. From hours spent on hold to a lack of response altogether from a company you’ve approached about a problem, bad customer service is a guaranteed way to lose any trace of brand loyalty. Unfortunately these service habits have become so common place that when a company steps up to the plate and exceeds what is likely to be our low expectations, it REALLY stands out!
In today’s digital age, there are countless ways to ensure every single customer touchpoint is an above and beyond brand experience. Here are a few brands who really get it.
Warby Parker
Not only does this innovative brand provide higher-quality, better-looking prescription eyewear at a fraction of the going price, but their customer service is completely on point. I was initially attracted to the stylish, on-trend frames (only $95, including the prescription lenses), but then I fell hard for their #1 rule: “Treat customers the way we’d like to be treated.” Within a couple days of receiving my free, 5-day Home Try-On, I received a text message from Alex (a real person), asking how it was going and if I had any questions. A few days later, I had finally decided which frame I liked the best, but was concerned I would get charged if it had been longer than 5 days. So, I texted Alex about it. He responded eleven minutes later, assuring me that they would not charge me and if I got them in the mail by the end of the week, I’d be good to go. Talk about above and far, far beyond. Warby Parker believes that “buying glasses should be easy, fun, and leave you happy and good-looking, with money in your pocket” and they excelled at all of the above.
Nordstrom
Similar to Warby Parker, Nordstrom capitalized on consumers’ need for speed, convenience and instant gratification. The store’s curbside pickup service started small in May of 2015, but quickly expanded as word spread about this innovative new service. So how does it work? You choose your location, shop online and pick up in store within an hour, without even getting out of your car. That’s my kind of shopping. They even send a courtesy reminder when your order is ready for pick up, with options to gift wrap your order or even have it delivered for just $15 more. Implementing additional services like this is a great way to go above and beyond for your customers and results in lasting brand loyalty.
Native
So most fresh produce companies probably can’t pull off a curbside pickup service (can you imagine?) but they can take a few pointers from Native’s email marketing practices. I’ve never, ever smiled so hard reading a brand’s order confirmation email in my entire life. They made DMA-er Sharon feel so special after she placed an order with them. To quote the email: “Confetti rained down from the ceiling and champagne bottles were popped.” This is a great example of how using humor or enhancing a brand’s voice can create a powerful connection with your audience and keep them coming back for more.
Southwest Airlines
Above and beyond customer service requires empathy. It requires being human. From driving hours to deliver someone their lost bag, to using actual employees in all of their commercials, Southwest Airlines is a great example of how hiring compassionate people can make a huge impact on your brand as a whole.
As you can see, these brands do whatever it takes to go above and beyond for their customers and it results in lasting relationships. If you’re looking for help with an impactful email marketing campaign, let us know!
