The importance of Brand & Corporate Purpose has grown over the last decade. Companies have understood the importance of Purpose as a growth driver...
Have you ever had to switch providers?
At around the same time when I had to switch phone providers, my son also had some difficulties with a robot from LEGO. I had extremely different experiences with each company.
LEGO customer service experience
Every time I phoned LEGO, they were extremely friendly, knowledgeable and helpful. I was actually surprised at how willing they were to help as my son’s robot was old and we had actually inherited it – it wasn’t even our own purchase! Despite this, they took all my concerns seriously, they also exchanged the broken device for free.
However, I was most impressed with the fact they gave me a personal telephone contact to Lego if we would ever have any issues with the robot again!
Phone provider customer service experience
A totally different experience to the one I had with LEGO; I had to call several times and spoke to someone new every time who had no record of my previous conversations. This meant I had to follow and answer the same questions over and over again. My entire customer experience felt impersonal and dismissive.
All I wanted was that same experience I’d had with LEGO, one agent even said to me “if all our clients asked for this it would be too expensive for our company…”
This best describes the company’s relationship with its customers as being purely economic.
The real cost
Do I really want a purely economic relationship if the price to pay is this kind of treatment? And, from the point of view of the company, is this really the customer experience they want? Creating bargain-hunting customers who are only interested in the cheapest product or service and are willing to switch the first moment a cheaper offer comes along with no hint of loyalty?
Why is it so difficult for companies to give customers just a little extra to build brand loyalty? Is it costs? We all know that a cheaper solution often turns out to be more expensive in the long run.
Going that extra mile for the customer creates an emotional relationship for your brand, giving the impression that you understand their situation whether it can be solved or not.
It’s all about the relationship. My experience with LEGO left me with the impression that they cared and that one experience will be remembered and shared with others.
Price can be measured and therefore compared – experience is individual.
But both can be managed!