This week I was at the AICD course and one of the female participants said she was desperate to get a new handbag and wallet as hers were ‘falling apart’. I was going to the top of Collins street anyway so we went together. This woman told me she wanted a Gucci handbag and matching wallet, because ‘they last’.

We were both completely underwhelmed by the brand experience. The attendants were wearing ill-fitting brown uniforms that looked terrible (and they had wires hanging out of their ears – the effect was to make them look like security guards – not women of style selling to women of style.

My friend selected a wallet, and the sales assistant said ‘you don’t want that one it has been on display’ I will get you a new one in the box.  My friend opened the new box, the wallet looked the same, but she then opened the actual wallet only to discover it had a different internal design. She was a little put out, said she wanted the original style she selected. There wasn’t a ‘new one in stock’. They could put one aside in another store and she could go there… (My friend’s time is scarce) she said – can’t you have it delivered to me…’No’… so my friend said can’t you sell me the display one (implying with a small discount)… the sales assistant’s English was not good – and she did not understand the subtly of what my friend was saying.  My friend ended up leaving without a wallet.

She did however purchase a handbag. When we arrived at the course the very next morning – this woman held up her bag (I thought so I could admire it.) Alas no – the handle had broken. (Ironic given she only purchased at Gucci because she thought the bags lasted).

My friend called and asked the Gucci store to deliver a replacement bag to our location. That would not be possible, as the bag might have to go for ‘repair’. By this time my friend was exasperated. I heard her say ‘So you mean I have to come all the way back to the top of Collins street – this is actually your problem yet I have to do the running around to fix it’.

At the time she was on the phone I was flicking through the beautiful Fin. Review Magazine fashion edition – and noted the very expensive Gucci ad, which promised ‘glamour & luxury’ and implied customer experience. My friend just rolled her eyes when I showed her it.

We traipsed back to the top of Collins Street. When we entered the store a shop assistant instantly stated ‘a repair is it?’ As though this happens a lot. My friend stated her case in no uncertain terms, this was a new bag and she was not going to settle for a repair (quite frankly I think she would rather a full refund and never to return to the store – except she then would have wasted more time looking for another bag… and a wallet that she still did not have.)

This was my first (and only) shopping experience at Gucci – and it was not even my purchase. If these luxury goods businesses have such high margin’s I wonder how much training their staff receive. My friend would have received far better service if she had purchased online. Traditional retailers need to consider carefully why people choose to purchase in a store.  Perhaps it is so that they as a consumer feel that they have ‘touched the brand’ or been a part of something, felt glamorous for a few moments.

Anyway we get to vote with our feet. But these ‘old’ businesses need to get over themselves and come into the new world where the customer does have a choice – we want to be part of a brand experience when we visit a retailer.

So I had a bit of a giggle when I discovered how the Marketing Team had taken this particular value to ‘heart’ (no pun intended) in the  latest Valentine’s Day campaign “WIN a date with our work mate” featuring our head of marketing Kristie and you’ll understand why.

They chose to spare a thought for the eligible bachelors out there this Valentine’s Day who don’t yet have a date and give them the chance to go on a RedBalloon style date with the fabulous Kristie.

The creative really does represent who we are (is this taking employee engagement too far?) oh and gentlemen… start your keyboards!

Here’s the link to the Facebook campaign (and to enter)

Clearly you will want to share this will all those single men that you know enter. It could be fun!

Email One

‘Hi,

Thanks for the email??.

Loved the little red book!?? My boss is actually a bit of a jackass (pardon my French)….and while reading the book all I was thinking was ”why can’t he do those kind of things for us…it’s so simple!!! “??I’m saving it for when I decide to quit – I’ll leave it on his desk to remind him of all the things he failed to do for his staff

Thanks again!’

Email Two

I got this email in response to my Seth Godin request to attend the 3 day event he is hosting – beautifully written for a reject letter – though not personalized.

‘Hi.

My eyes are red and my fingertips are blurry (or the other way around, I’m not sure).

After painstakingly reviewing 900 applications to pick just about 1% of them, I’m sorry to say that I couldn’t find enough room for everyone I wanted to include in my upcoming seminar.

This is a very clumsy process, and I hope you won’t confuse my quick choices with your odds of success… you guys are rock stars, and I’m sorry I couldn’t pick everyone.

Go, make something happen. And thanks for applying.

Seth’

Email Three

I get quite a lot of email from people looking for guidance as they start out in their own business. Here is just one example…

‘Hi Naomi,

I have been following your blog for some time, along with utilizing your site on occasion!

After re-reading about the path you took to get where you are now, it motivated me to write this small request to you.

I have been having trouble getting NAB to get their heads around the concept of my new business and would really like any assistance, as to what your model is, or which bank you have used etc.

I would love to hear from you soon!

It really is a great story you have, I must get my self a Spoodle!!’

[FYI my brief response -

We were very fortunate that we had a long and preexisting relationship with our bank.... and we have had the one banker for more than 10 years. Much of business is all about good relationships... and the bank being an essential part of that.

I can introduce you to a Westpac business banker via my network if that helps - otherwise you will just have to put your woo hat on.... until you find someone who get's you.]

I was watching ‘Top Gear ‘with my son (12) last night – and at every single ad break we were bombarded with political messages. My son would yell at the TV – ‘GO AWAY’ …. And I have to agree. I’m not an idiot, and to be shovelled bucket loads of scare mongering (by both political parties (and other lobby groups)… is simply atrocious. AND UN-AUSTRALIAN!

I am ashamed.

My last post was about authenticity of message. About being ‘real’ with our customers.

Where is the campaign in this election campaign? It seems like every political advertising execution is different! There is no consistency of creative. I know I am too young to remember ‘It’s Time’ – stickers, posters, radio, TV, flyers – complete blanket. Even ‘Kevin ‘07’ had some consistency.

My son thinks that our political leaders are a waste of space… he learned nothing! This was an opportunity to create a vision, to demonstrate a track record and dare I say it inspire us.

Did Obama use such tactics in his campaign? 

As a customer (ie a voter) I am absolutely appalled at the lack of creativity, lack of integrity, and lack of inspiration.

I want leaders I can believe in…. and authentic marketing would be a good way to get me to believe.

Dexter knows more about authentic communications than this. (Dexter’s Twitter Page)

Real cut through comes from the authentic experience someone has of a brand.

At RedBalloon we just figure that rather than making ‘promises’ and ‘ trying to sell’ stuff – we will just let people know what we stand for.

I was very chuffed to read this blog post (well done team)

http://maloneyonmarketing.com/2010/08/10/using-real-australians-in-your-advertising-redballoon-vs-qantas-frequent-flyer/

Really, we are just a bunch of passionate people who are all focused on making sure that we deliver amazing experiential gifts…. We so understand that people have a choice and we are so appreciative when people choose us.

Marketing has come along way from the 1950’s – but the premise is the same – “I want to know that I am dealing with someone real – and what you stand for”

He talks about customer happiness with religious zeal. The culture of the business means that there is not a department accountable for customer care – the whole company is. Every employee has at least 2 weeks on the phone with customers as part of their induction training. No matter what role have joined the business for, being with customers if everyone’s job.

At some point in the book – Hsieh poses the question – ‘As leaders are we asking the right questions?’. I ask myself – how do we know what are the right questions?

Recently RedBalloon for Corporate wanted to find out – not just if RedBalloon was delivering on it’s promise (ie customer satisfaction) – we wanted to gain real insights to assist us ask the ‘right questions’ and determine future activities.

We know to be successful we must be truly transparent with our customers – acknowledge our commitment to customers – but also appreciate that sometimes things do go awry.

If we are not asking the right questions –and listening to customers, more often than not, we also won’t even know if things get out of kilter. Establishing listening posts with customers is also a great source of innovation and development of how we can grow and better support our corporate clients.

94% of the corporate customers said that we were friendly, knowledgeable and professional… (Whilst no one said we were extremely bad at these things) what is it that the 6% of people who are ‘on the fence ‘were expecting ? How could we either better manage expectations or create a better approach for them? RedBalloon has close to 2000 corporate customers  so a short fall of – 6% represents – 120 people – which is a lot of clients who we are not serving the way they want us to.

94% of people also rated the experience suppliers approach in the same way. This gives us an opportunity to drill down more into what people expected and how we could make that smoother for them.

We discovered that only 5% don’t know the impact that the RedBalloon for Corporate has on their business – whilst 91% claimed that RedBalloon was successful or very successful in achieving the business objective of using us.

Satisfaction is a subjective term – and depends on an individuals perceptions… so what we wanted to discover was whether our customer talked about us to others and are advocates of what we do… I was delighted to see that 91% of people are strong supporters and tell others about us. – and 92% have recommended us to others…which of course support the theory that word of mouth is the best marketing strategy of all.

As RedBalloon progresses it’s customer excellence program – this is the first time we have surveyed our corporate customers. Thank you so much to the hundreds of people who took the time to help us listen.

We appreciate it – and look forward to delivering.

And we both believe the company’s culture and the company’s brand are really just two sides of the same coin – As we say at RedBalloon Happy People = Happy Customers = Happy Profits

In Tony’s book he outlined his 10 beliefs in customer service. It can almost act as a check list to customer experience success.

Zappos.com 10  ways to Instil Customer Service into your Company

1. Make customer service a priority for the whole company, not just a department. A customer service attitude needs to come from the top.
2. Make WOW a verb that is part of your company’s everyday vocabulary.
3. Empower and trust your customer service reps. Trust that they want to provide great service… because they actually do. Escalations to a supervisor should be rare.
4. Realize that it’s okay to fire customers who are insatiable or abuse your employees.
5. Don’t measure call times, don’t force employees to up sell, and don’t use scripts.
6. Don’t hide your 1-800 number. It’s a message not just to your customers, but to your employees as well.
7. View each call as an investment in building a customer service brand, not as an expense you’re seeking to minimize.
8. Have the entire company celebrate great service. Tell stories of WOW experiences to everyone in the company.
9. Find and hire people who are already passionate about customer service.
10. Give great service to everyone: customers, employees, and vendors.

Every new person at Zappos (no matter there role in the business) has at least two weeks on the phone to customers as part of the induction program. There is no better way to know a business than have time with customers.

Thanks for the reminder to be vigilant, zealous and addicted to the customer experience. We’ll see how we stack up using this score card.