When was the last time you applauded a company?
On a Southwest Airlines flight to Austin for South by Southwest a couple weeks ago, our plane was delayed due to a flat tire. The tire was changed in about 30 minutes, and we were on our way.
The flight landed late in Austin of course, but as we were landing the senior flight attendant made a full-blown, four minute apology that recognized that times were tough, we have choices when we fly, that Southwest values us as customers, that we are all (employees and passengers) part of the Southwest team, and that on behalf of the entire airline, they were very, very, very sorry.
…and the passengers broke out into applause.
It wasn’t thunderous, standing ovation applause, but more like stunned gratitude in the “I can’t believe I just heard that, but I sure like how it sounded” vein.
In this economy, where it might just be smarter to focus ONLY on your current customers and not worry as much about finding new ones, let’s commit to new methods of saying thank you.
Here are 3 powerful options:
1. Be Public
Tony Hsieh from Zappos.com emphasized at his South by Southwest keynote address that customer service should be conducted in a public forum wherever possible, because it’s a reminder that you care about all customers, and it helps set norms within your customer community.
Use Web-based support, FAQs, and other tools to capture customer feedback and make it viewable. Link to blogs posts or reviews that mention your company.
Ask your customers for permission (to avoid spoiling any secrets) if you can use their names as a customer, and if they agree have a “Thank you to today’s customers” page or scrolling ticker on your Web site or blog.
2. Be Unexpected
Instead of the boring email confirmation that says the order has been received, why not use triggers to send your e-commerce customers a full-color postcard the next day that includes a photo of the product(s) they purchased, a thank you note from the CEO, and a discount for a future order?
3. Be Personal
Three days after the order ships (or after your Webinar or conference), use triggered messaging (my client ExactTarget offers this service) and automatically send voice mail messages from your CEO making sure that satisfaction was high and asking for feedback via phone, email, twitter, etc.
The Game of Sorry
If you mess up somehow and have to apologize to customers, consider doing so in as broad a forum as possible. Remember, trying counts in social media and even although it’s paradoxical spotlighting a problem (and how you solved it) can be more beneficial than trying to keep the problem quiet. Don’t delete negative comments on your blog or Facebook page, address them.
The Southwest flight attendant didn’t apologize individually on our way out the door, he apologized over a microphone. Are you ready to go public?
(photo by psd)
Great post, Jason. I especially like the point about being public. I have seen many companies remove forums from their sites, or just stop forums from allowing new posts when an event is over, or negative news surfaces. This is a pointless effort. If you think that killing a forum on your site is going to do anything to stop public discussion about you or your brand, you are sorely mistaken. With outlets such as local new forums, Facebook and especially Twitter, you can guarantee that the public discussion is continuing. Companies need to be open and proactive in participating with the communities that already exist (good or bad) out there.
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Great post Jason.
At its very core, social media is social. Inherently, the same principles that apply to our social lives will apply to social media. In this case, it is good manners from our social lives that apply. Parents, like mine, who taught us the power of please, thank you and sorry should be applauded.
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Optimizing the impact of please and thanks, from the always insightful @jaybaer – [link to post]
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Truly, WOW! http://tr.im/i2D4, Optimizing the Impact of Please and Thanks.
It really is the little things that count. A smile, a thank you, the honest apology – an acknowledgment of my presence as an individual and not just another customer that you could otherwise easily brush off.
That bit of care put into the relationship can supersede the good and bad of a product. You won’t be remembered for your cheap prices or the free mint on the pillow. People will remember you for that honesty & little extra you put into making that one (or flight full) of customers, feel wanted and cared about.
Great reminders here, Jason.
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@jaybaer Has a TRULY GREAT Post About ‘Optimizing the Impact of Please & Thanks’ http://bit.ly/qvBGI
Amazing what a small “Thank You” can do, isn’t it?
Another one we forget to say too often is “Good Job.” I love that scene from Hancock (an otherwise awful movie) where Jason Bateman’s character coaches Will Smith’s curmudgeon superhero to acknowledge others for a job well-done.
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RT @kickofftopic A MUST READ: Optimizing the impact of Please and Thanks http://bit.ly/qvBGI
Optimizing the impact of please and thanks, from the always insightful @jaybaer – http://snurl.com/ey7ru
RT @LisaHoffmann: Optimizing the impact of please and thanks, from the always insightful @jaybaer – http://snurl.com/ey7ru
awesome post by @jaybaer – Optimizing the Impact of Please & Thank You: http://is.gd/pVVJ
Does your company use skillful please and thanks? – http://twurl.nl/u405d2
@jaybaer Good thoughts on your blog — http://tinyurl.com/ddll3n
RT @bduverneuil: Reading: Optimizing the Impact of Please and Thanks http://ow.ly/1LjL
Optimizing the Impact of Please and Thanks: I like the “be public” part of thanks http://tinyurl.com/ddll3n
So at the heart, you’re suggesting that the interpersonal and social graces that our parents and grandparents taught (hopefully) us have a place in the business world too. Be considerate, respectful of others’ needs and concerns, demonstrate appreciation, acknowledge others actions and efforts. Yes, I’d definitely say these niceities will add up to greater retention, acceptance of the occasional burp (as you were re: Southwest), and pass-along value (again, as you did here”).
At my company, we’re doing a couple of interesting things to demonstrate ‘thanks’ too. Sending new clients nice glossy still highlights from their digital media library, and flash files of the content that they can post on their website if they like. Also issuing a comp copy of “Get Content, Get Customers” as we work through their content strategy during the planning phase.
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Jason-I really love this post! It is the core of what I came to Sweet Leaf Tea to help with. It’s AMAZING what being genuine can do for us personally and professionally. “Please”, “thank-you” and “I’m sorry” are very powerful statements when stated from a genuine place.
Let’s work to keep the fans we have and if we can gather more on the ride up from the recession, ALL the better.
Thanks!
April
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@michael – Your parents should be commended. I know first-hand that they did a good job with you. Perhaps they’d like a marketing or customer service consulting gig with a major corporation?
@sonny – You’re the king of making this work in real life. As I always tell people (seriously), “if you don’t like Sonny Gill, you’re the asshole” Keep making people smile. It’s noticed, and appreciated.
@scott – You bet. Not nearly enough simple praise these days. So easy to do – especially in social media. I appreciate your kinds words about my work here at C&C. It makes me want to keep doing this.
@Heather – Great tactics for making a difference. Keep it up! I sure wish posts like this didn’t have to be written, but sadly the Southwest example is the exception, not the rule. I hope you’re doing great. Looking forward to seeing you again soon.
@April – You are living this every single day, and are a killer example of taking please and thank you and turning it into brand fans. Keep creating fans for Sweet Leaf Tea!
RT @jaybaer Optimizing the Impact of Please and Thanks http://hub.tm/?GJHHC
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@fitfuel More than simple pleasures teach about biz; manners do too (from @jaybear) [link to post]
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Optimizing the Impact of Please and Thanks [link to post]
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Optimizing the Impact of Please and Thanks http://bit.ly/qvBGI
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