Better customer connections and reward to grow.

Successful brands make customers feel like they’re treated as individuals, and at key moments of truth can personalise service and communication to build better relationships and loyalty. Read on for a personal story of frustration from our MD Ginny, when a retailer missed out on this opportunity to build that connection and closeness.

“The brand in question is known for great customer service, a brand you can trust and for being quick to resolve problems. I ordered a new phone from this retailer a few weeks ago. I was excited! 

My excitement was short lived, however...arriving at the collection depot, I was handed the package but it was empty. There was no phone. It had gone missing before I had even arrived. My excitement turned to anger. I contacted said retailer who clearly didn’t believe me. But this is genuine I protested, by email, the box was empty when I received it. Their response was perfunctory…and also interesting. 

Interesting because at no point did they engage with me personally or try to understand my story. There was no apology. In fact no emotion at all. Each email I received, and there were many, had generic, process-led content demonstrating they had not read or engaged with the details of the incident – my story. Each reply came from someone new – no-one was willing to own the problem. And it became clear that no-one cared about me, one of their loyal customers, who spends a fortune with them each year. I get things can go wrong. But their lack of empathy, even basic engagement with me as an individual customer surprised me…a lot.