Staff members at the George Eliot Hospital in the English town of Nuneaton are used to the sight of flowers being delivered to patients. They are not so used to receiving flowers themselves, and certainly not used to the arrival of 100 bouquets, like the ones that arrived last week without warning.
“We give every member of our customer delight team a budget to look for opportunities to proactively go out of the way to do something nice,” said Aron Gelbard, Bloom & Wild’s co-founder and chief executive officer. The company, which declined to give details on the size of the customer delight budgets, employs 22 people on the team, staffing up with seasonal workers at peak times such as Valentine’s Day and Mother’s Day.
Not all customers are interested in being delighted by e-commerce businesses in the same way they might expect to be delighted by a swanky hotel—most just want things to work, and the ability to speak to a knowledgeable human when they don’t, Mr. Hyken said. He added that online shoppers really want convenience—not delight.
Ivy Chuang, right, founder of botanical skin-care company Blendily, recently hired her first customer happiness associate.Cultivate’s customer delight associates are trained to use positive language in all communications , and, as at Bloom & Wild, they are given a budget. They have sent coffee-shop gift cards to new students buying planners and flowers to customers who have written to say they are using Cultivate’s planning products to get them through a tough time, Ms. Isaacson said.
Blendily, a botanical skin-care business based in Portland, Ore., in July hired its first customer happiness associate. Part of the job involves placing “happiness calls” to customers 30 days after their purchase.
Source: News Formal (newsformal.com)
Some companies pay for the impression of customers not only impeccable service: cupcakes, colors and handwritten notes, big mouths, abound!)))
If the product is lux, it is expected. Lots of haute couture houses send free gifts at the end of the year to their best customers and handwritten notes. Most haute houses owned by LVMH have top customer service, as do Chanel, Hermès, etc. Want ppl to spend, up it up.
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