As I write this, I suspect I'm in the same state as many of you: swamped while getting ready for the Direct Marketing Association's annual hootenanny in San Francisco. Thus, it seemed like a good time to dip into my files and pass along a few tidbits friends and colleagues have sent me.
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Isn't it awful that the state of customer service has dropped so low that we're practically in shock when we're treated with courtesy and respect, particularly at retail?
My friend Linda e-mailed me a few months back to share her experience at a local Lord & Taylor store. She went in to buy sunglasses and take advantage of a coupon sale the store was running that day.
The saleswoman — “probably older than my mom” and attired in a “nice old lady outfit with scuffy-type slippers instead of shoes” — offered to let Linda store her belongings safely behind the counter while she shopped. When it was time to check out, Linda dutifully presented her 15%-off coupon, hoping it would be accepted even though she was paying with cash instead of an L&T charge. The saleswoman, who had a pin on commemorating her 34 years of service, said she would have given the discount without it. “Oh dear, I never pay attention to those things,” she said. “I'd rather take care of the customer.”
The experience stuck in Linda's head because she had just read a New York Times interview with the new head of Lord & Taylor, who discussed a return to “old school” customer service.
“What impressed me the most was that she didn't try to be my friend and she didn't pull the subservient routine either,” said Linda. “Besides, don't you hate it when someone who is younger and thinner and probably living off a trust fund barely acknowledges you in a store?”
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Dry-cleaning delivery service Zoots got freelance writer Debra Judge Silber's attention this summer with a clever and timely mailing.
The cleaners sent out a card thanking Debra for her business (“Believe me, I keep them in business,” she said) and included a package of 3-cent stamps to remind her of the then-about-to-rise postal rates.
“We hope these stamps will tide you over until you get to the post office,” the card said.
“I couldn't believe that someone sent a piece of direct mail that was actually useful to me!” she joked.
The mailing shows that Zoots clearly has a keen grip on who its audience is: time-starved professionals who often don't have time for such (ahem) pressing issues like standing in line at the post office — or the dry cleaners.
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While at a recent conference, a vendor shared a co-worker's definitely customer relationship-building airline experience.
While flying on Virgin Atlantic Airways, her colleague was surprised to find that Virgin owner Richard Branson was on the same flight. Did the high-flying mogul hide out in the Upper Class section, praying no one would recognize him?
On the contrary, he had the flight crew announce his presence, and made a point of walking through the plane during the flight, talking to passengers and getting their feedback about Virgin's service.
Gee, definitely seems like this wasn't his “first time” trying to make passengers happy.
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It's been pointed out to the Pushing the Envelope home office on several occasions that we appear to exhibit a pro-feline bias. To eradicate that misconception, we scooped this item out of our litter…er, I mean letter box.
Consultant Kris Snyder brought a neat service called Sherlock Bones to my attention during a luncheon conversation sometime back. The service — “a grassroots application of direct marketing disciplines,” as she described it — helps reunite lost dogs with their owners.
Yes, like the movie character Ace Ventura, John Keane is a pet detective. In fact, he was once hired by Jim Carrey's then-wife to find their lost Jack Russell terrier.
Keane offers personalized consultations, as well as booklets on how to look for your missing four-legged best friends. The direct marketing angle comes in via a pre-addressed postcard mailing service Keane offers, targeting not only residents in the area where the pet was lost, but veterinarians and shelters as well.
Information about the service is available at SherlockBones.com.
“Although I hope I never have to use his service, it's terrific to know someone clever has put this package together,” she said.
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How tense do you get waiting on the phone while trying to place an order or reach customer service?
My usual reactions are to get antsy or zone out completely to the Muzak droning in my ear (“Who is this? Why did you call me? Wh — oh, I called you? Oh yeah…I think I want to order something. Hold on.”) And yes, I can get stressed from time to time.
PR whiz Suzanne Porter-Kuchay pointed out recently that beauty spa catalog Blissout promises its 800 number is “toll and stress free.” Neither one of us has actually ordered from the company to see if it lives up to its claim. If anyone out there has, drop me an e-mail at bethdirect@aol.com and let me know if you were truly unstressed.
Of course, if you're too mellowed out to log on to your computer I'll understand.
BETH NEGUS VIVEIROS (bethdirect@aol.com) is executive editor of DIRECT.
