Normally, I write posts to share about cool social media things that companies are doing. I share online marketing stories, social media trends and other nerd news. This post is different. I’m writing to tell you about a cool old-school customer service initiative — so if you don’t want to hear about traditional communication (or hate online shopping), please stop reading now.
If you know me well, you know that I am addicted to online shopping. I love JCrew/AT/Anthropologie fashion blogs and have been known to make quite a few bucks money on eBates (if you’re an online shopper and not using eBates you MUST! and say I recommended you – we both get $ that way). Lately the crew blogs have been talking about Lands’ End Canvas as a friendly alternative to JCrew and specifically, the Canvas Heritage Cardigan as an affordable/colorful alternative to the Jackie. Anyway, I went online and bought myself two of the heritage cardigans. They came a week later and were everything I had hoped for and more!
If this were any other online shopping experience, the story would stop there. But it wasn’t – and it didn’t. This week, I received a THANK YOU card in the mail from Lands’ End. That’s right- a card. Not a form email or a note online when I logged into their site. A real, live, handwritten thank you note that looked like this:
I was so surprised. When was the last time you received a thank you note for shopping online? Come to think of it – when was the last time you received a handwritten thank you note from anyone? Now I know that I’m probably not special and that this small gesture is most likely part of their customer service process (and designed to get me to buy from them again — nice plug about their shift dress), but it definitely made me feel special and important to the company.
So what’s the takeaway from this blog post, besides the fact that it’s evident I spend way too much time shopping online? Hey businesses — while online marketing, cool social media initiatives and iPhone (and Droid!) apps are cool ways to build relationships with your customers, sometimes all you need is a little handwritten note to make a difference.
I Crashed The Web 
I’ll give my business to any company who makes me feel like it matters whether I ever do business with them again. Last winter I called Proctor & Gamble because I had a bottle of Cascade dishwasher detergent that had crystallized. Turns out there was a problem with their products being exposed to lower temps during shipping than they should have been, and in appreciation for my feedback they sent coupons and a refund. Two weeks ago, out of the blue, I got a letter from the Cascade brand manager, Kevin Wenzel (a form letter but still written as if personal), thanking me again and enclosing a $3 coupon toward any Cascade product. The letter mentioned a specific product he hoped I’d try, but didn’t force me to by restricting the use of the coupon to just that product. Catching up with your customers months later is very impressive!
Wow, that’s impressive. Not only did they react and respond to your inquiry, but they proactively reached out again. Thanks for sharing!