Very recently a post on LinkedIn and Facebook caught the attention of a number of people which showed a letter from Sainsbury to one of their customer named “Lily Robinson” who was only 3 ½ years old; why this letter was written? Well, the story goes when Lily was enthralled to see Sainsbury’s Tiger Bread but due to its texture, young Lily thought that it should be called “Giraffe” bread instead of “Tiger Bread. So she wrote the letter to the company and asks them the question. What should happen now? She is just a 3 year-old girl, and “Tiger Bread” is already a good brand, with good sales; so should the company care? Well, they do!
In response the Customer Care Manager, Chris Young, wrote:
I think renaming the tiger bread giraffe bread is a brilliant idea. It looks much more like blotches on a giraffe than the stripes on a tiger, doesn’t it? It is called Tiger Bread because the first baker who made it a long time ago thought it looked stripes like a tiger. Maybe they were a bit silly
Alongside this letter there was a 3£ gift card and he said that Lily should visit Sainsbury with her mom and dad and spend this card there!
What we grasp from this story is two aspects of dealing with customers;
There is a rarity to the fact that customers do not report any normal routines or good behaviors; you need to ask them; but if there is an abnormality to the process then you shall get a call, a tense look or a complaint (Definitely). Now for this case the little girl notices something, took her time, and then wrote a letter to the company; Whereas we at the support side does not know exactly that how that customer felt while experiencing that anomaly in our system, we do know that it caught their attention;
Normally, being a support officer I would simply read or hear the complaint and have it recorded or forwarded to the relevant departments. In this case, we are not making sure that our customer felt that satisfaction or not, neither does the customer would care much as they know that the complaint is in the box and a response would come shortly, if not, then they would simply call again;
Things are a bit different under the scenario of creating a delighted customer, what Chris Young did, was a perfect example; He not only responded back, he also attached a gift card to let Lily knew that they care about the customers and want them back in their shop! What Chris did was based on a process (yes) but it also added that Self intuition and response which can only be triggered if we know exactly about our company, its values and the product it serves. Question is that how would we go about it? And can everyone do this?