We are not loyal. We don’t want a relationship with you. And no, you don’t have permission to chat.
Customer loyalty is a term I have a problem with. Companies use it with abandon. They seem to think if only they have good enough offers, or more points to collect, we’ll be loyal
Loving shopping isn’t loyalty
But there are very few companies or brands that people are truly loyal to. We’re loyal to our family and our friends. We might be loyal to our
Customer comms – formal or chatty?
Researching customer letters with E.ON a few years ago, we found customers disliked the very informal and formal letters, preferring something in the middle. The feedback was clear – utilities are a boring, necessary purchase, and we’re not interested in being friends with our suppliers. I think that goes for most industries. Customers don’t want another relationship – it’s hard enough keeping up with the people we really like.
Some companies are getting it right
Last week one company shook my cynicism, though. I ordered a jacket from Snow and Rock on Black Friday (twice, as it happens), and got an email two weeks later. It said the jacket was out of stock and the email’s tone of voice wasn’t quite as warm as I’d have done it.
Well looked after
As you’d expect, I was disappointed. This was going to be my Christmas present to
Here’s the email:
Unfortunately one of the items from your order is out of stock with the supplier – the Atom LT Jacket.
Atom LT Jacket – blue or red (please see attachment)
If you are happy with any of the alternative
Should the choice of
Please see the link below
We have this jacket in stock in our warehouse in black in a medium.
In the event that you would prefer us to cancel and refund your order, we would like to offer you a £25 gift card as a gesture of goodwill.
Many apologies for the inconvenience caused and thank you for your patience.
A slight downer
Then they let themselves down a bit with the automated confirmation, saying:
Although it has not
It left me confused. It’s not till much later the email explains that the other jacket is coming later. And the cold, passive tone conflicts with Isabelle’s empathy:
it has not
have now been despatched maybe we’ve sent
But overall my experience has been great. I’m not sure I’d call it loyalty, but I’ll remember the Snow and Rock looked after me, despite the cock up. And that’ll encourage me to shop with them again.
tone of voice
Snow and Rock, please promote Isabelle to ‘head of