Teacheting with Proffy T: The Power of Customer Experience

Опубликовано: 13 Февраль 2020
на канале: Strategic Glue Small Business Marketing, Branding

This video is a 3-minute look at the power of customer experience including an example from the online printing company, MOO.

Hi, I'm Terry Sullivan or “Proffy T” as many of my students call me. Welcome to Teacheting where I hope to teach you rather than just market to you.

Customer experience is the latest obsession of marketers,
as it should be. I'd like to share details with you of a recent customer
experience that I had including the journey, a challenge,
and its resolution.

As professionals, we all spend our days on products and services, marketing, selling, etc. But, customer experience is all of those things combined. By the way,I have zero affiliation with the company I'm going to talk about.

Customer experience, particularly in the digital age is a culmination of the steps in our journey and interacting with the brand and making a purchase. Now, over the last couple months, I've used the online printing company MOO for business cards and thank you cards.

Now, from my first website visit to the receipt of my first order, it was a stellar experience. The website user interface to the online design tool to e-commerce - the process really couldn't have been any easier. Smartly written personalized follow-up emails told me when the order was placed, when the order was shipped and upon arrival, the quality of the product was amazing, the packaging and inserts were top notch with a very personalized approach. But, the real test of a great customer experience is what happens when a customer has a problem.

I went back to MOO’s site, made a change to the business card, placed the order, but I received the old business card. So, I hopped on their website
and chatted with a customer support rep named Ashley who couldn't have been any more polite or positive.

So, it turns out I saved my changes to the business card, but somehow ordered the old business card. She immediately fixed the problem and said that the new cards would be arriving in two days, free of charge. I thanked her profusely, but I wanted to know what happened so that it wouldn't happen again, but I also wanted to know if it was my fault
because I didn't want to get a free order if I didn't deserve it.

So, we don't know for sure what happened, but I'm guessing that it was my fault. Either way, Ashley was going to make sure that I was taken care of.
So, two days later the new cards show up and MOO shipped the cards the same way that I had originally ordered them - with two days shipping versus standard. Most companies don't do that on a free reorder.

Ashley's attitude, resolve, and empowerment took my brand sentiment
and potential customer lifetime value from a hundred to about a thousand. How many amazing customer experiences have you had from your purchases and interactions over the years? Probably not too many.

Customer experience is critical and a true differentiator - the differentiator in today's crazy, commoditized, and competitive environment. Customer experience is worth obsessing over because it is great
product and great marketing.

If you need help with strategy for your business, check out strategicglue.com. If you like this video, please feel free to share and leave any comments. And, if you have suggestions for future Teacheting episodes, please leave your suggestions in the comments as well.
Thank you so much for watching.

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