I’m speechless…in a VERY good way!
Today, something happened that I never expected, never even imagined…and I could not be more thrilled!
You see, a package arrived in the mail today for me. It was from Lands’ End. I assumed my wife had ordered something for our upcoming vacation or maybe someone on our staff bought some logoed apparel. Then I opened the box. Inside I found a gorgeous polo shirt and a terrific travel bag embroidered with our company logo.
Wait a minute? A card addressed to my Twitter address? What’s going on?
Well, last week, I discovered that our logo was featured in a recent Lands’ End catalog (see page 33). I was really excited to see our design in their catalog, so I tweeted about it. And then Eric, Lands’ End’s web manager, direct messaged me about the catalog, and I retweeted his message. Fast forward one week, and I receive a nice thank you card and some fantastic products.
Lands’ End wins a Customer for Life!
To say that I was floored by the surprise gift is putting it mildly. What an incredible example of proactive customer service–and we are not even a big customer. At the same time, this was a great bit of marketing. Now, I don’t know if Eric, Lands’ End’s web manager, planned this, but I’m again tweeting about how great Lands’ End is, blogging about how great their products are, and I’ve told everyone I know about the gift I received and how much I like the products and service. I hope they get a lot of mileage…and a lot of business…out of this story.
So what can you learn from my experience today?
- Listen. Social media has made it easier than ever to learn what’s being said about your firm. And whether what’s being said is good or bad, it gives you an opportunity to learn and to take action.
- Do something unexpected for your clients. As you can tell, I am thrilled with my new shirt and travel bag, and while you may not be able to give away your products, you can almost always find something unexpected to do for your clients. Send them a card. Take a surprise discount off your invoice. Give them a free upgrade. Or maybe even send them a gift certificate to Lands’ End to say thanks for their business. These small, random acts of service can pay great dividends.
- Make the most of your good deeds. While I’m not suggesting that you only do good things with the intent of the marketing value it will have, there’s no reason not to maximize the PR value the positive things you do. Whether you tweet, blog post, send press releases, or simply share the stories with your team, retelling positive stories will have a great impact on your reputation, and it can even inspire your team to deliver better service.
And finally, if you need great logoed apparel, call Lands’ End!