The PURPLE GOLDFISH PROJECT: 1001 Examples of Lagniappe

#389. Taken from an article on BNET about Skooba Design

“All of my employees have a free rein when it comes to helping customers. If they want to give an unhappy customer something for free-a free upgrade to overnight shipping, a complimentary camera strap-I say, do it. It’s not going to put us out of business. If making a person happy is going to cost more than $100, the employee needs to run it by me. But up to that amount, they can do whatever it takes to make the customer happy.”

[Full post at http://blogs.bnet.com/smb/?p=643 ]

#391 Taken from post entitled, “It’s the Customer Experience, Stupid” from Ryan Deutsch on MediaPost

ABT Electronics

“Email service providers are blanketing the world with services and technology. I am a true believer that marketers must engage consumers via email and social channels and must do so in a programmatic and relevant way. However, even with technology, strategy and marketing focus, some programs fail while others succeed — even when similar execution strategies are applied. What causes this variance? Easy, the customer experience. At its core, it is the customer experience that turns a one-time buyer into a loyal customer, subscriber, fan or follower. I feel we lose sight of this fact at times. I had an experience last month that reminded me how true loyalty is created between a brand and a consumer.

For those of you unaware, the federal government in the state of Illinois offered $6.5 million in rebates to consumers who purchased “Energy Saver” appliances between April 15 and April 25. Not being one to pass up money from the government, I rushed to ABT Electronics in Glenview. Our family was in desperate need of a new microwave oven. As I walked into ABT, it became clear that this was no ordinary sale. They had parking attendants directing traffic and the store was an absolute madhouse. I was immediately dejected assuming there was no chance of finding an associate to help me, let alone make a purchase. I found the microwave section and stood there looking lost for no more than 90 seconds before a young woman approached and asked if she could help.

“Yes, which microwaves qualify for the energy saver government rebate?”

She looked at me and admitted she had no idea and ran (yes, literally ran) down the aisle towards a manager and started speaking. After about 15 seconds, she ran (yes, literally ran) back to me and explained that microwaves were not part of the up government rebate program. While I appreciated her enthusiasm, I was less than happy. But I still needed a microwave, so I asked what she knew about combination microwave/convection ovens. Again she knew little but promised to find someone who did and off she went.

Less than two minutes had passed when a gentleman in a General Electric golf shirt walked up to me and said: “I hear you need help with microwaves.”

Now this was impressive. The store was mobbed, and in less than 90 seconds, I had an actual GE employee answering questions about GE appliances. A real subject matter expert on hand to help me! ABT had their vendors bring in experts to help customers understand the benefits of various appliances for the sales event. In less than two minutes, this gentleman helped me decide on a microwave oven, and I had forgotten all about the lack of the government rebate. The GE employee handed me off to a man in an ABT vest: “Follow me,” he said and off we went towards a line that must have included 700 people. My eyes rolled back in my head and I said, “Listen maybe this wasn’t the best day to come in…”

He cut me off, saying, “Don’t worry, we will be done in less than five minutes.”

Sure enough, this guy found a computer terminal and had me checked out in no time. I was in and out of the store on the busiest day of its existence in less than 30 minutes, feeling great about the product I purchased, even without the government discount.

Halfway to the exit my wife called. “Ryan, can you do me a favor and buy that replacement filter for our refrigerator?” she asked.

“Aargh,” was my response. I explained, “Rachel this place is crazy! There’s no way I’m going to be able to find a replacement filter.” I could feel my wife rolling her eyes — she’s been trying to get me to order this filter for more than two months.

“OK,” I finally said. At that moment a different gentleman in an ABT vest walked past. “Excuse me, sir,” I said. “Do you guys sell replacement filters for your refrigerators?” We both looked toward the refrigerator section, which was a zoo. The refrigerators were actually included in the government rebate program. “You know what,” I said. “Don’t worry about it. I’ll come back another time.”

“No, no that’s silly,” the gentleman said. “I’ll take care of you.” And off we went in search of a computer terminal. The gentleman started flipping his fingers across the keyboard and asked me a few questions.

He then said, “I apologize if this takes a few minutes to process your order, I am the CFO, so bear with me.” My jaw hit the floor.

Here I am at ABT on the biggest day of the year and the CFO is helping me make a $44 purchase. Not only did he treat me as if I were the most important person in the store, this guy, the CFO, was capable of entering an order into a computer terminal on the store floor and selling somebody something. I was absolutely blown away and walked out of there completely committed to buying every future electronic appliance from ABT.

In addition to my loyalty, thanks to the wonder of the social web, I took the time to write this blog talking about my experience at their store. Once finished with it, I will post it to my Twitter account, my LinkedIn page and hopefully one or two of the blogs I contribute to on a regular basis, sharing the story with thousands more readers. The blogs will deliver the story via email to an even broader audience. I am already a subscriber to ABT’s email communications, and I will continue to anticipate and appreciate those communications.

The point here is that customer loyalty does not start on a Facebook page or in a Twitter feed. It is not developed solely through relevant email communications and the appropriate cadence of messages.

Engagement between a brand and a consumer in any channel (email or social media) starts with the customer’s experience with that brand. If the customer experience is average, your consumer is unlikely to be a repeat buyer, they are less likely to click and open your communications, and they are never going to spend their social capital recruiting their friends to be your customers.

If the customer experience is below-average, you will likely have a consumer who unsubscribes from email programs and tells her friends about the negative experience, placing downward pressure on new customer acquisition and business growth. This is why the same email and social programs executed in two different organizations can have completely different results.

The brand with a commitment to customer service and exceptional customer experiences will find that email and social media marketing provides phenomenal results around engagement, extended reach and the acquisition of new customers. Those companies not committed to excellent customer service and experience will have the exact opposite contribution from email and social media, regardless of their investment in the respective channels.”

[Editors Note - Here is a link to the full post: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128180 ]

#393. Take from a tweet by Emily Valentine @ebvalentine

“I officially love Tory Burch. I ordered a pair of shoes and she sent me a free scented votive. Very nice touch! #customerexperience”

[Editors Note: Check out Emily's blog 'Cultural Anthropologist' @ http://ebvalentine.blogspot.com/ ]

#396. Submitted by Debbie Gersten

Pampered Hands Salon in SFO

Debbie mentioned the warm buckwheat neck pillow as an added extra.

Here is a review from Kelly K. on YELP:

“This is the BEST nail place I have experienced and I have been in multiple ones across the country. Ken and Nancy – husband and wife owners made sure to delete everything you hate about other nail salons but just thought it came with the cheesy nail territory.

-No yelling in a foreign language
-No talking on the cell phone while doing your nails
- You don’t have to get up to wash your hands – rejoice!! They wash your hands for you at your comfy leather chair
-Heated buckwheat pillow around your neck.
-You don’t have to move to another chair to wait for your nails to dry.
-No horrible pictures of art deco dragon nails on the walls.
-Pedicures are in a bamboo bowl with rose petals”

#398. From Jordan Stark

Bob’s Discount Furniture

“Bob’s has a cafe in its store that hands out candy, popcorn, cookies”

#400. Submitted by Nicole Rizzo

El Bandito

“El Bandito gives you a complimentary quesadilla when you sit down to eat”

#402. Submitted by Jennifer Phelps from an article in the NY Post:

Waldorf Astoria gives a little extra to a couple celebrating their 60th anniversary

“It was a memento of their first night as man and wife: a receipt for $26.72 from the Waldorf-Astoria, where Edith and Robert Scalise began their life of wedded bliss.

Exactly 60 years later, the 85-year-old lovebirds checked into the famed Park Ave. hotel for the second time in their lives – and paid not a penny more.

In honor of the Long Island couple’s long and happy life together, the hotel offered them a suite to celebrate their wedding anniversary, and honored the same price they paid in 1950.

“We couldn’t afford to stay in this hotel again after that night,” Edith said.

“We used to come every once in a while for dinner, but I’ve been having this dream to stay here for years.”

Their room in 1950 cost just $23.10, their restaurant bill was $3.47 and the telephone charge was 15 cents.

They spent one night there as Mr. and Mrs. Scalise before heading to Bermuda on their honeymoon.

Returning to the hotel, where a representative said suites now go for between $600 to $800 a night, was a dream come true for the couple. Thursday’s stay capped off a fairy-tale day in which they stood side by side in St.Patrick’s Cathedral to renew their wedding vows and then danced cheek to cheek like they were teenagers.

“These 60 years were the happiest years of my life,” Robert said to his wife at the altar of the Lady Chapel in the rear of the majestic Fifth Ave. cathedral.

“I love you and will marry you again if you want, for another 60 years.”

The couple met in 1936 at Brooklyn’s Public School 157. The moment 12-year-old Robert set eyes on Edith he was dazzled by her beauty, charm and intelligence – and knew she was the one for him.

Although they were always friends and went on a couple of dates, Edith needed a little more persuading. It wasn’t until Robert was 22 and had returned from serving three years in the military that he finally won her heart for good.

“I always had feelings for Bob,” Edith said.

“In my heart, I always knew there was something very positive about how I felt about him, I was just frightened of his big Italian family.”

The couple wed on May 20, 1950, in a Williamsburg church, followed by a reception for 400 guests.

This time around was a more modest affair, but the happy couple reveled in their second turn of wedded bliss.

Edith was walked down the aisle by her three daughters, while their grandchildren and close friends looked on.

She refused to let Robert see her white outfit before the big day – including her garter – and the couple could not take their eyes off each other.

“It’s been an amazing journey,” Robert said. “I married my childhood sweetheart, I always knew I loved her, I always knew I wanted her.”

“I guess we have kind of danced through life,” Edith added. “The secret is not to give up at the first fight.”

“I’m so blessed to be married to you,” she said to her husband, as they exchanged rings for a second time.

“So am I,” he replied.”

Read more: http://www.nydailynews.com/ny_local/2010/05/21/2010-05-21_li_lovebirds_celebrate_anny_at_the_waldorfastoria__and_at_1950_prices_these_60_y.html#ixzz0oiBATlc5

#404. Submitted by Rick Martin

Snip-its

“Snip-its is a hair cut place for kids. They give out the best lollipops when the kids finish their haircuts. It’s a strong differentiator and a treat my kids look forward to receiving.”

#406. Submitted by Dave

Chocopologie

“Chocolopogie is owned by the folks at Knipschildt Chocolates. If you are a repeat customer . . . the folks at Chocopologie usually give you a little piece of chocolate with your check compliments of the house”

#410. Taken from a blogpost by Eric Stoessel

Marriott

“Marriott has partnered with COVERPLAY for a new Tots Travel Too program, which aims to make it easier for families traveling with young children. The news release says the program will provide guests, upon request, with a travel crib and laundered COVERPLAY removable slipcover, as well as a free bath gift (animal squirt toy) and parents can also contact the front desk for complimentary items they may have forgotten, like outlet covers, baby shampoo, oil, etc. The program is for five of Marriott’s brands: Courtyard, Fairfield Inn & Suites, SpringHill Suites, Residence Inn and TownePlace Suites.”

Full post at: http://blog.lhonline.com/front-desk/2010/05/25/dont-overlook-your-smallest-guests/

#412. From Kathleen Laidlaw

America’s Tire

“Purchased tires at America’s Tire after shopping prices. They were slightly lower than Costco and Big O and I was able to make an appointment, getting me in and out within an hour and 15 minutes.

A week later, I took a 500 mile driving trip and the tire sensor came on in my car. I freaked…checked my tires and nothing appeared to be amiss.

When I arrived at my destination, I contacted the local America’s Tire (Discount Tire in So Cal) and they told me to come in. I walked in with no appointment but the young man who had taken my call went immediately out to my car. He inspected and measured the pressure in all of my tires and reset my sensor, which was the problem all along. Immediately taken care of at no charge. I’m a new customer for life!”

#414. From Sharon Trainor-Smith

Jet Blue

“When flights are delayed they often show up at the gate with tables full of free water and snacks, and then set up a trivia game for everyone with good prizes such as free flight tickets, gift certificates, etc. The stranded passengers LOVED these bonuses and there was a lot of positive buzz. Plus by giving out flight tix, we were incented to come back to Jet Blue. It turned a bad situation into a really positive group and brand bonding opportunity.”

#416. From Alice Ely

Starbucks

“When you buy a bag of coffee at starbucks, they offer you a regular coffee free”

#418. From Wilder Baker

Friendly’s

“I noted the other day that Friendly’s offers a limited menu to seniors over 60 which includes a free ice cream sundae.”

#420. From Wayne Cerullo of Insighting Ideas ‘The Customer Connection Company’

“We seek to support business that has a beneficial impact on society. Micro-finance of third-world entrepreneurs is an excellent way to do this.

We have a policy of making a $100 donation to a micro-finance group for each project we complete in the name of our client. But rather than allocate the funds ourselves, we bring this point alive by involving the client in the process. We leave the choice of making the online selection which specific individual they want to equip up to them.”

#422. From Todd Hassell

United Airlines

“While you may already have this, United airlines recently changed its domestic upgrade policy so that, rather than giving a limited number of upgrade certificates to customers, they now automatically upgrade passenegers on every flight to fill all first / business class seats on all of their domestic and Canadian flights.

They prioritize based on ticket purchase price and elite status, but it is a huge perk for frequent fliers.

As a matter of fact, I am writing this from an upgraded seat on United for a short flight from Toronto to Chicago. What’s amazing, though, is that I was originally on a later flight, and was able to switch planes to an earlier departure. Due to my status, even though I was only switched to this flight about 90 minutes before departure, I met the criteria and was upgraded.

Since they started the program in March, I have been upgraded on EVERY FLIGHT but one that I have travelled on with United since then.

Talk about building customer loyalty – United has REALLY figured this one out for frequent fliers.”

#424. Submitted by David Diamond

Vinny’s Deli and Pasta

I love your project — it is a very clever idea, and I am a true believer that the cost of these little extras more than pays itself out in customer loyalty and good will

My best example is the local deli in my town — Vinny’s Deli and Pasta — where it is basically impossible to not get a free drink — coffee, soda, whatever, while you are waiting for your order to be prepared. The magic is that there is no policy, no signage, it just always happens.”

#425. Submitted by Mike and Karen Schwartzman

Saladworks

“Saladworks restaurants provide a free roll (white or wheat) with every salad.”

#427. Taken from an article in Brandweek

Lexus

“The carmaker is famous for going the extra mile. When Lexus recalled the RX330, it gave inconvenienced customers an iPod nano.”

#428. Amica Insurance

“This 100-year-old insurance company grew for years by word of mouth—the firm did not advertise until 1998. That’s long left customers feeling like part of a club. Indeed, Amica does treat them like family: When serious weather such as a tornado strikes, Amica proactively calls each customer it hasn’t yet heard from.”

[Full article at http://images.businessweek.com/ss/07/02/0222_top25/index_01.htm?campaign_id=msn_customer ]

#430. Nordstrom

“I went to Nordstroms to buy a pair of Dr. Marten’s. One foot is 11.5 and the other is a 12. The problem is that Dr. Marten’s doesn’t make 1/2 sizes . . . so it was either 11’s or 12’s. The salesperson them informed me about their policy of splitting pairs. The next thing you know I’m walking out with one 11 and one 12. That was a nice little unexpected extra”.

#432. Fellow ‘Burning Question’ winner Tyson

LiveGLOCAL

With every bag of coffee you purchase, liveGLOCAL gives one book to a child in need.

ONE BAG, ONE BOOK.

Well 20% is hard to imagine isn’t it. However, one book is pretty easy to imagine. So is one pair of shoes.

Ultimately ’social causes’ drive sales because consumers who support your brand know EXACTLY what & how their purchase makes a positive difference in the world.

I would like to introduce you to my one year old business, liveGLOCAL. At liveGLOCAL (www.liveGLOCAL.com), we are a cause-driven philantrhopy business that promotes and provides educational opportunity to children in need. Our ‘One Bag, One Book’ campaign works specfically with children in Laos, where the annual family income is between $400-800 U.S. Educational opportunity is extremely limited.

Established only six months ago, liveGLOCAL has sold 2800 bags of coffee in Seattle & Portland and has gifted 2800 books to children in Laos to date. We also have another 1.5 tons of coffee arriving in Seattle shortly.

Back to my original question… what are social causes? Tom’s: ‘One pair of shoes sold = One pair of shoes donated’ (fighting foot diseases) & liveGOCAL’s: ‘One bag of coffee sold = One book donated’ (empowering underprivileged communities by educating children)

What are media success stories? To create effective success stories you need a semi professional video team, along with a photogapher. At these events where (shoes are given or books are distributed) you need to film the feel good emotion. Businesses that harness the feel good emotion, have better brands.

The next step is creative post production, story telling, and the release of these stories to the public. (Facebook, blogs, youtube, and twitter) Plus, local newspapers and TV stations love to feature these types of feel good stories.

Keep in mind that you DO NOT have to be working with a third world country to have an effective cause. Any business can create a ’social cause’ by working with their local community center or children’s group.