A New Style in Customer Service: The Last Hope for Retail Equality

Whenever the topic of customer service is discussed, I am unabashedly “old school.” I am one to believe that good service improves the way a person perceives your business and changes the way a customer feels about the experience you have provided.

Most people in business erroneously believe that good customer service means fast customer service. Generally it is understood that in today’s marketplace fast is expected, so less than expedient is rarely tolerated. I believe more important than fast service is memorable and personalized service.

As we start the new year, let me reminisce on a moment where I was emotionally moved by the action of a business, and why and how they have won my loyalty as a customer.

The Element of Creative Surprise

When we think of online businesses, generally we think free shipping, rock bottom prices, a flexible return policy, and a great website. We think of convenience as their go-to style of customer service, but under most circumstances we don’t normally think of emotional impact. That is usually the advantage a well-run brick and mortar store has, because you are dealing face-to-face.

Enter Chewy, an Online Pet Supplies Business

It’s to Chewy’s advantage that they collect your address in order to ship the products you order, but it’s what they do with your address that’s more impressive. When most businesses collect your address, they send catalogs and sales materials, and sometimes spam you with BIG SALE announcements. Chewy is different – they aim for your heart strings. They do unusual things such as send cards addressed to your pet. How do they know your pet’s name? Easy, if you call in, they ask you for it, because they put the Chewy account in the pet’s name.

If you open an online account, your pet’s name is a required field. How do they learn more about your pet? Again, easy – if you call in, they get you to talk about your pet, and every person I know with a pet loves to talk about them. But Chewy doesn’t stop there, the cards and messages are personalized and written in calligraphy. They use every possible opportunity such as pet birthdays and holidays to reach out and make you feel special.

“Over The Top” Service

I may not be the only person to experience what happened next, but whether I am or not, it felt like I was. I needed products from Chewy and had a question, so I elected to call because I still prefer human interactions. In the process of the call, the operator mentioned that she had no picture of my dog on file and they like to have that for reference, and she mentioned she was humored that his name was Ringo. I said I would gladly email a picture because I, like everyone else, am crazy about my dog. So I sent a picture of Ringo that captured his face and spirit nicely. I mean, if you are going out on a limb and naming your dog after one of the Beatles he better be a unique animal, right?

We concluded the call and a few weeks later this odd, blue package showed up on my porch. I looked and saw that it was from Chewy, and not expecting anything, I was surprised. I opened it to find a hand-written note saying how much the operator enjoyed our conversation, and a 9”x9” hand-painted canvas of the photo I had emailed her of Ringo. This wasn’t a quick gimmick. The painting is an exact capture of the photo.

The Takeaway

Chewy’s operator didn’t have to do what she did; they have already earned my business. What moved the operator to do it? I am guessing it’s because she, like me, enjoys nice people. I was pleasant with her while on the phone, and I was also engaging. When she asked for a picture of Ringo, I expressed to her that this animal is stunning and takes my breath away.

That unusual response apparently moved her, because like me, she loves her dog. Sending me the hand-painted picture makes their business unforgettable. Importantly, I will re-tell this story over and over because it is the definition of unique customer service.

In a time when Chicken Little says the sky is falling, some people in sales are reverting to a very simple principle: paying real attention to the customer in unusual and effective ways.

Unique service isn’t about price or speed. It’s about changing the trust value rating your customer gives you. When you have demonstrated a memorable difference in how you provide your customers service, they will always talk about you and what you, personally, did for them.