Seth just posted yet another succinct piece of marketing wisdom, and one I’ve always strongly believed in as well. He describes what he calls ‘island marketing’.
“If you run a business on a small island, every interaction matters and every customer is precious. There’s a finite number of people you’re going to be able to sell to, and every person you interact with knows everyone else, so you always have to be on your best behavior. You can’t say, “tough” and then go on to the next person.”
At Family Records we’ve recently been having some issues with the delivery of our orders. Partially due to the increased demand (good!) and partially due to some strange mail disappearances and technological bugs (bad!). The approach we’ve taken is to put our customer first, immediately reply to their emails with a sincere apology (we show appreciation for their support), and a request for more information (to help us avoid future problems) and sending them a new package right away with their order, a thank you note and some extra albums free of charge as a token of our appreciation. Trying to go above and beyond so that we can turn a potentially bad situation into a good customer service and marketing moment. In turn this will hopefully lead to increased customer loyalty and perhaps word of mouth based on our efforts to make the customer feel appreciated.