[First published on StartupCentral]
Crafting a customer experience strategy is something you wish you can sketch with a pencil and erase if it doesn’t go the way you wanted it to. And then you fix it. You figure out a better way. You have to reiterate keeping emotions and expectations of your team and your customers in mind. And all this while, continuously ensuring that your product quality is consistent. Quite a fun game, is it not?
Dominos
While ordering a few pizzas from their recently opened outlet in a distant suburb, the hotline directed us towards a certain cellphone number that was unavailable. After talking to 3 different people from 3 nearby outlets, each directing me towards a different phone number belonging to this particular one, I was finally able to place my order over a din of a busy outlet and a phone line that almost got disconnected multiple times.
Was it a bad service experience? Well yes, if we discuss the availability of numbers and management of the overall system. Many numbers, misinformation, irregular network, landlines not answered- and so on.
However, the people I spoke to left a lasting impression. Each and every Dominos employee I happened to speak from over 3 outlets was courteous, listened to my problem and offered an immediate solution. This is not common, not on a busy weekend evening. The lady who finally took my order was proactive, was prompt on clarifying certain issues and went out of the way to ensure that my order was booked. Did she have to care? Nope, but she did. That made all the difference.
Flipkart
It has always been a pleasant experience being their customer thanks to swift booking from all platforms, quick delivery and prompt response on all channels (Twitter included). Recently, they pleasantly surprised by adding a tracking-delivery service which sent me texts to let me know when I’d be receiving the package and a confirmation that the package has been delivered. I was not at my office at that time, Flipkart informed me who received the package as well. They can work on being quicker, prompter and more precise, but taking my perspective as a customer into consideration is a step in the right direction.
Myntra
I went on an adventure and purchased a pair of suede loafer shoes from this e commerce giant a few months back. As expected, the size was not right and the pair looked used. Tried calling the customer service almost immediately but no one received it. I booked an exchange request on their website. A mechanism to pursue online complaints was abysmal; it took ages to log in. Next day, however, I could get through the customer service number and that was a good, efficient conversation. My order was track-able online, their Twitter was helpful with updates as and when required. Exchange was quick, the person called before coming and I fell in love with my new pair of shoes. I won’t shop for shoes from them again (and why spend a week waiting for your order when you can get one from a nearby good store), but their willingness to help me out had me satisfied.
Bru World Café
Though a loyal fan since quite a while, I was in for a rude shock when I investigated how they serve their tea. At Bru World Café, if you order a green tea, they will take a Lipton tea bag, cut it open and pour the contents into a French press. And this is what they will serve you. No fancy long leaves, no connoisseur’s delight. We can’t blame them, they never promised one. I’m not sure if I want to know where their coffee beans are sourced from. Soups are from Knorr, that’s what they’d told me last time. I wish they made their own.
Their service is pleasing through, if you leave out a few things that are often missed by the best. They might not offer to warm your coffee again or might not notice if your glass of water is empty, but there is a willingness to help a customer out, address their weird concerns, answer their keen questions, pay attention to quirky requests, and to smile. They will move tables, find ways to serve you coffee/tea in multiple cups if needed and will help you out if you want to surprise a date. There’s a lot that goes into their training sessions and it pays off. Bru World Café is known to delight its regular customers (provided you tweet and are rich & famous) with gift hampers! This wins them blogs and rave reviews. We can’t blame them, that’s how everyone else does it.
It is always a warm, pleasant experience when at their café. Though, despite everything, the usage of Lipton tea bags is disappointing. No wonder the French press looks empty.
Do you have any interesting experiences with any of these brands? Or something I’ve written about that you don’t agree with? Do write in. Thank you.