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Tuesday, October 07, 2014

Customer Experience: This Is What It’s All About

Written by  Duane Bailey

Last winter, I blogged about the secret ingredients of an amazing customer experience. It was a story about my then recent experience with a small business called Campus Cookies. I concluded my blog post with the observation that every great customer experience starts with people. I also talked about teamwork and the role of the CEO or owner in creating a culture that enables his or her employees to deliver an amazing customer experience.

I'd like to pick up where I left off on my earlier blog, with an update to the story. Last week, I and many other Campus Cookies customers received an email offering a $5 gift certificate in exchange for a positive review on Facebook. With one finger poised on the delete key, I quickly scanned the email, using my thumb to scroll down the page.

I was about to press the delete button when this comment caught my eye: "The negative reviews keep me on my toes, but the positive ones, those keep me going." Then there was this statement: "The review pasted below, truly hits home for me."

In an instant, I felt compelled to scroll down and keep reading. I had to see for myself what was so special about "this review." To my surprise and delight, it was the blog post I had written last winter! I penned an email to the owner, Scott Davidson, thanking him for acknowledging my post and telling him to keep up the good work. Again to my surprise, I received an email back from Scott about an hour later, thanking me for my support and letting me know I, too, would be receiving a $5 gift certificate.

While this gesture of gratitude was very much appreciated, it certainly wasn't necessary. You see, writing about a brand whose owner and CEO gets that the key to success is less about providing a product and more about creating a personalized customer experience is an opportunity most people like me would embrace. I suppose the four dozen or so fans who responded to Scott's offer by posting positive reviews on the Campus Cookies Facebook page within hours of receiving his email are testimony to that.

While it's easy to find organizations whose leadership talks about the need for a culture of enabling employees to deliver an amazing customer experience, it's harder and far less common to see leaders like Scott who work side by side with their employees on the front lines to make that happen. Small companies whose CEOs and owners remain focused on serving customers are typically the ones who grow up to become the bigger companies listed among the best places to work

In the meantime, school is in session and cookie season is upon us. I can hardly wait to place my next order!

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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