Tag Archives: customer service

Brand Engagement – The Lee Valley Tools Experience

No doubt you have read countless articles about the importance of brand engagement on social media. To this end many brands have scrambled to check off their to do list with the lattest Twitter or Facebook account so as to make new ‘friends’ or be ‘liked’ through these new channels.

That’s fine as far as I’m concerned but true brand engagement happens at the Moments of Truth – those places where customer and brand come together and something gets done (or not). To put it another way, when there is a moment of truth, there is an opportunity to deliver a superior customer service experience that is memorable to the customer in a positive way. In turn, customers will be satisfied, maybe delighted and at best, generate some ‘earned media’ (word-of-mouth) for your brand, the most powerful kind of recommendation and form of advertising.

The grass can be greener on all sides.

In my particular case, I needed a replacement part for my Lee Valley push mower. The part was a bolt that fits into a knob that is used to adjust the height of the roller. When I called Lee Valley with the intent of getting a replacement part, I was served immediately by a gentlemen who volunteered the following:

– 2 replacement bolts, 4 day courier delivery via UPS, free of charge.

Indeed, the parts arrived in two days and I was back in business. Not only was I pleasantly surprised but even happier to own a Lee Valley product. From a customer perspective, this was a superior and most memorable experience worth writing about for others to read especially since Lee Valley knew that I hadn’t even paid for the lawnmower as it was given to me by a neighbour who was discarding it in favour of a power mower.

As a practitioner of CRM and social media strategy, this is a fine example of genuine customer engagement by a brand this is not contrived, driven by a campaign or planted by an influencer. The Lee Valley experience was simply part of their script, as in reflective of their customer service culture and  the way they do business. 

It is clear that Lee Valley Tools own their brand and product way beyond the point that it’s in the customer’s hands as the positive perception of the brand was augmented several steps away from the original point of purchase.

Not only was this was a fine customer experience, it was very engaging.

– Ted Morris 

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No Ticky No Laundry: The Unservice Service

My 75 year-old mother-in-law recently inquired, via the web, about a laundry product that she has been using for years.  In response,  Church & Dwight employed what is known in CRM-Customer Relationship Management as “the customer service apology” method:

 Subject: Reply from Web Form Regarding ARM & HAMMER® Super Washing Soda

Thank you for visiting our web site recently.  We have received your e-mail regarding ARM & HAMMER® So Clean! Super Washing Soda. We appreciate your interest in our product and are sorry you are having difficulty finding it in your area.

Because so many products compete for space on grocers’ shelves, stores sometimes must limit their offerings to those with the greatest demand. You might mention your interest in our product to the store manager where you shop and he or she may be able to order it for you.

Please understand that we are not able to process individual consumer orders.  And since we work through brokers that distribute our products to retailers, we are unable to give you the names of specific stores in your area that carry our products.

Again, thank you for taking the time and having the interest to contact us.  If you have any questions or concerns in the future, please call us at 1-866-931-9741.

We hope you will visit our web site again at: WWW.CHURCHDWIGHT.CA for information about our company, products, history, and financial information.

Church & Dwight Consumer Relations Representative

 

You may wonder why, in this age of location technology (bar codes, RFID), how a manufacturer could be so clueless as to where its own product is within the distribution channels. By contrast, food companies can locate any shipment.

Being a resourceful sort, my mother in-law has gone with Team Borax.

– Ted Morris, 4ScreensCRM

Cross-posted @ cloudave: http://www.cloudave.com/link/no-ticky-no-laundry-the-unservice-service