New York Times business writer Joe Nocera was at the receiving end of a mind blowing customer experience—and wrote to tell about it. Four days before Christmas, he realized that a $500 PlayStation gift for his son had not arrived. He tracked the shipment from Amazon and learned that it had been delivered and signed for—but not by him. Ouch!
If you want customers to become your brand ambassadors, you’ve got to go “way” overboard on satisfaction. Amazon did. Satisfied that he did not receive the package, they sent a replacement immediately, and it arrived on Christmas Eve. Naturally, Nocera has been talking, and writing, about the experience ever since.
The risk here is perceived, not real. Even if one or two customers went to great lengths to rip you off, you’d be ahead in terms of your investment in customer loyalty.
What is your return/guarantee policy? If you are a consultant, do you guarantee results or no invoice is cut? If you’re a realtor do you guarantee to sell a home in 90 days or lose your commission? It’s the niche or the ditch—how will you make your guarantee a powerful differentiator?
The Call to Action
If you were Amazon, would you have done the same? What if the customer was an average Joe (or Jo) instead of a business writer (I wonder if that came up). Would you still do it? If you’re looking for an adrenaline rush, look for an opportunity to go this crazy!
Neil Godin (a.k.a The Turnaround Guy) is a native of Vancouver, Canada, and is president of Neil Godin International Inc. A former business journalist, he is one of North America’s leading business speakers, trainers and writers. As a conference speaker and seminar leader, he has addressed more than 300,000 people from coast to coast.
This is blogathon entry number 45 for the MSMF Blogathon. Visit this page to learn how you can support this cause.