Recent

2025 MMR Dealers’ Choice Awards Nominations – Ballot Closes 9/5!

August 22, 2025
Paul Reed Smith and Governor Wes Moore: photo credit Stephanie Lemus/PRS Guitars

Paul Reed Smith Day Declared by Maryland Governor Wes Moore

August 22, 2025

Timeless Elegance Meets Modern Performance: Introducing The ADJ Vintage Bar

August 22, 2025

Slingerland Launches Radio King and Studio King Outfits, Plus Spare Parts

August 22, 2025

Seattle Cascades Now a Fully Powered KHS America Drum & Bugle Corps

August 22, 2025
Reid Peterson (Audio-Technica U.S. Executive Director of Sales, Professional Markets); Julie Van Berg (Mavric Incorporated sales associate); Kazuo Matsushita (Audio-Technica Corporation CEO/President); Pete Petty (Mavric Incorporated principal); Manabu Aoki (Audio-Technica U.S. CEO/President); Jeff Beck (Audio-Technica U.S. Regional Sales Manager, System Solutions); and David Barrett, Jerry Silhavy and John Herr (Mavric Incorporated sales associates). Photo credit: Corey Walthall, Clyne Media

Audio-Technica honors Mavric, Inc. with its President’s Award

August 22, 2025

Solid State Logic Appoints Mark Skipper to National Sales Manager, Eastern U.S., for Broadcast & Live Audio Production Systems

August 22, 2025

Boston Crusaders Win 1st-Ever DCI Gold Medal Playing Pearl/Adams

August 22, 2025
Saturday, August 23, 2025
  • Contact
MMR Magazine
  • Subscribe Now!
    • Subscribe Now!
  • Advertise
  • Email Press Releases!
  • Current Issue
    • Past Issues
  • Newsroom
    • News
    • MMR Global
    • Supplier Scene
    • Upfront
    • People
  • Awards
    • Dealers’ Choice Awards Ballot 2024
    • Don Johnson Award Winners Archive
  • Directory
  • Get Support!
No Result
View All Result
  • Subscribe Now!
    • Subscribe Now!
  • Advertise
  • Email Press Releases!
  • Current Issue
    • Past Issues
  • Newsroom
    • News
    • MMR Global
    • Supplier Scene
    • Upfront
    • People
  • Awards
    • Dealers’ Choice Awards Ballot 2024
    • Don Johnson Award Winners Archive
  • Directory
  • Get Support!
No Result
View All Result
MMR Magazine
No Result
View All Result

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

Christian Wissmuller by Christian Wissmuller
January 23, 2019
in Small Business Matters
0
938
SHARES
2.3k
VIEWS
Share on Facebook
ADVERTISEMENT

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.

ADVERTISEMENT

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.

 

 

Previous Post

The New Year is an Opportunity to Take Stock of How Retail is Changing

Next Post

How Do You Orchestrate a Culture of ‘A’ Players? One Moment at a Time

Related Posts

Current Issue

‘In Bob Seger We Trust’

June 16, 2025
Current Issue

This Magic Moment: The Experience of Jacob Collier

March 25, 2025
February 2025

Timothée Chalamet as Bob Dylan: The Times They are a Changin’

March 25, 2025
Small Business Matters

If You Were a Betting Man, Would You Guess 1964 or 1929?

January 9, 2025
Small Business Matters

Every Obstacle is an Opportunity for Growth

March 25, 2025
Small Business Matters

What Makes a Music Store Special

December 17, 2024
Next Post

How Do You Orchestrate a Culture of ‘A’ Players? One Moment at a Time

Please login to join discussion
  • Trending
  • Comments
  • Latest

Furch Guitars Introduces Pioneer Series: All-Solid-Wood, Travel-Friendly Short-Scale Guitars

July 21, 2025

Jessica Tropea Joins Neutrik Americas as Customer Solutions Engineer

August 15, 2025

Music Sales swoops for Carisch

April 8, 2015

NAMM’s Top 100 Dealer Awards Rebranded as The NAMM Retail Awards

July 21, 2025
Paul Reed Smith and Governor Wes Moore: photo credit Stephanie Lemus/PRS Guitars

Paul Reed Smith Day Declared by Maryland Governor Wes Moore

Timeless Elegance Meets Modern Performance: Introducing The ADJ Vintage Bar

Slingerland Launches Radio King and Studio King Outfits, Plus Spare Parts

Seattle Cascades Now a Fully Powered KHS America Drum & Bugle Corps

2025 MMR Dealers’ Choice Awards Nominations – Ballot Closes 9/5!

August 22, 2025
Paul Reed Smith and Governor Wes Moore: photo credit Stephanie Lemus/PRS Guitars

Paul Reed Smith Day Declared by Maryland Governor Wes Moore

August 22, 2025

Timeless Elegance Meets Modern Performance: Introducing The ADJ Vintage Bar

August 22, 2025

Slingerland Launches Radio King and Studio King Outfits, Plus Spare Parts

August 22, 2025
ADVERTISEMENT
The Latest News and Gear in Your Inbox - Sign Up Today!
  • August 2025

    Articles | Digital Issue
  • July 2025

    Articles | Digital Issue
  • June 2025

    Articles | Digital Issue
  • May 2025

    Articles | Digital Issue
  • April 2025

    Articles | Digital Issue
© 2005 - 2025 artistpro, LLC
7012 City Center Way, Suite 207
Fairview, Tennessee 37062
(800) 682-8114

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Subscribe Now!
    • Subscribe Now!
  • Advertise
  • Email Press Releases!
  • Current Issue
    • Past Issues
  • Newsroom
    • News
    • MMR Global
    • Supplier Scene
    • Upfront
    • People
  • Awards
    • Dealers’ Choice Awards Ballot 2024
    • Don Johnson Award Winners Archive
  • Directory
  • Get Support!

© 2005 – 2024 artistpro, LLC 7012 City Center Way, Suite 207 Fairview, Tennessee 37062 (800) 682-8114

This is Modal Title

Click Me
Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?