I recently purchased a pair of boots from the shoe store Schuh. After a month the stitching came undone so I had to take them back. As a regular customer I knew that this wouldn’t be a problem as the company have an excellent returns policy. Unfortunately, when I arrived at the store I found that I had left the receipt at home, but I did have email confirmation of the purchase with me. The sales assistant said it wouldn’t be a problem as long as I didn’t mind waiting whilst she searched their records. Five minutes passed and the manager came over and asked if everything was ok and apologised for my wait. I explained that I was to blame for not having the receipt. A few more minutes later, whilst I was trying on a replacement pair of boots, the assistant announced that she was having difficulty finding a record of the original sale, so she was going to make a quick call to head office. She did this and got it all sorted. Again she apologised for keeping me waiting and then asked if she could have my credit card, I looked at her quizzically; “so that I can issue you with a refund to make up for all the inconvenience.” She gave me a 10% refund.
As I walked out of the shop my friend turned to me and said “wow, I’ve never bought anything in here before but I will be from now on.”
My expectations were that I would get the boots replaced. I would have been happy with this but the truth is I probably wouldn’t be writing a blog about it and my friend probably wouldn’t have commented on it. That part of the service was a given expectation, so it wasn’t remarkable. Receiving a refund however, was not expected, it was an extra, a total surprise and certainly worth commenting on.
Those extra touches are often not difficult to do or costly but make for a great customer experience, one that we want to tell our friends about. I call this Magic Marketing. As a result of my visit to the store that day I have told countless friends about the experience, I have tweeted about it, written a blog and my friend has become a customer. All it cost Schuh was £10, I’d say that was a smart move!
What extras do you offer your customers that make them say “wow”? By building these touches into your service you will stand out from the crowd and keep your customers coming back for more.