Yesterday I responded to a marketing email from an online printing company I regularly use. I had an item in my basket that I hadn’t checked out (because of the added cost of delivery) and so they were ‘helpfully’ reminding me that I still had this item to check out and with the incentive of free delivery.

Now this seemed perfect, the very barrier stopping me from completing my sale had just been removed. Or had it?

When I went online to check out my item I couldn’t see how the free delivery was being applied. Now normally at this point I would just give up and delete the email but I thought ‘No, I am going to get to the bottom of this’.

So I called customer services, only had to wait a couple of minutes, and then spoke to the individual on the other end of the line. When I explained the problem, she responded immediately with ‘I’m very sorry but free delivery only applies to orders over £40’.

Now I’m sorry, but if you are going to send personalised emails about a specific item in your customer’s account then you should be sure that what the email offers, actually applies to the recipient.

I expressed my displeasure at this and at this point, wasn’t expecting anything else, however she responded immediately to say she couldn’t give me free delivery but could give me 50% off the entire order. This worked out as more than the saving of free delivery.

That is why I have called this post ‘redeemed’ – the company made a mistake with their marketing but greatly made up for it with their customer service, and ended up with a happier customer than if I had just got the free delivery in the first place.

So remember, everyone makes mistakes but the key to customer delight is to admit it and make up for it.

I will definitely be continuing to use that company in the future.


It’s a start…

Well here we go – the start of my journey into blogging – sharing what is going on in my head, my world.

I have resisted starting a blog in the past, maybe a little out of fear of never having anything to say; becoming too introspective, or just not having anything original to say – a small whisper in an overcrowded room.

But doesn’t everyone have that thought to begin with? Don’t most people start blogging as a way to make sense of their lives, to have a say, to make themselves heard? It’s about joining the conversation.

As Susan Jeffers says “Feel the fear and do it anyway”.

And so what do I hope to achieve with this exercise? What have I got to say? I am going to talk about what I know best, what I am involved in every day; engaging with my customers, listening to what they are telling me and each other, and using that information to provide a better service and delight them right back.

I believe in excellence in everything, striving for the best rather than the adequate. But this attitude isn’t created overnight; it takes practise. As Aristotle said so wisely, ‘Quality is not an act, it is a habit’.

Through these blogs, I hope to celebrate examples of excellent customer service, stakeholder engagement, brand management, marketing, communication and design, whilst also learning from the worst.

This is a journey I am embarking on – opening my eyes to what is around me and applying the learning to my own practice. I do hope you will join me on this process of personal development.