I do a lot of public speaking and a topic I frequently speak about is loyalty. One of the most effective ways to create enduring loyalty is bridge the gap between online and offline. I want to share with you the best example of this principle that I've ever experienced.
Last weekend I was flicking through Twitter and I came across this sponsored tweet in my feed.
Proper coffee hand-roasted and delivered fresh to home or work. Have a go for £1: http://t.co/8AmSc2pFdA pic.twitter.com/YXnOkVPpvM
— Pact (@pactcoffee) December 13, 2013
Now we use Pact at Rushmore and their service and their coffee are both very good. Subscription coffee delivered to your door. But I bristle at that word "proper". It's an awful word. A lazy word. An elitist word that implies you're better than everyone. I immediately fired off a reply:
.@pactcoffee -1 for using the word "proper". You're better than that. Love, a loyal subscriber.
— Alex Hunter (@cubedweller) December 14, 2013
At the very least, my own "get off my lawn" itch was scratched and I put my phone away. But moments later, it dinged and there was a reply. From a company. On a Saturday. Within minutes of the initial contact.
@cubedweller Sorry! We didn't mean to sound snobbish. Looking for a word that conveys good taste. Maybe just 'tasty'?! Love, Pact.
— Pact (@pactcoffee) December 14, 2013
I get what they mean about trying to find the right word but I think companies have every right to be confident and assertive in their product descriptions IF they genuinely feel their products live up to the labels. Confidence in a brand, just like confidence in a person, is attractive.
@pactcoffee I think you could even legitimately refer to yourselves as "great!" - love the product, keep smashing it.
— Alex Hunter (@cubedweller) December 14, 2013
They graciously and promptly replied almost immediately.
@cubedweller Thank you very much. Really appreciate it.
— Pact (@pactcoffee) December 14, 2013
I could end this story here and it would be a great example of a online customer service. But what happened next took it to a whole new level.
Today, as we were all sitting in the office, a delivery arrived. I opened up the recycled Amazon box and found 3 big bags of Pact's fantastic coffee. No way. No freakin' way. Did they...they couldn't have...could they?
Underneath the bags of coffee was a card...
*slow clap* They did. They took the time to figure out who I was, where I worked, what our address was, package up the coffee and write out a note. Not only that, the message in the card was so perfect in its tone and context that I immediately got in touch with the company to express my appreciation and admiration.
Learn from Pact. It doesn't get much better than this.