Aimee Woodall
One of the members of the Black Sheep flock, Logan, returned from work recently to find his house ransacked. His bedroom was in such a state of disarray that it took a while to realize what had been stolen; watches, DVDs, an iPod, your normal, run-of-the-mill thievery. Or so he thought.
The next morning, while reaching for one of his trusty pairs of Warby Parkers, Logan quickly discovered the thieves had run off with two pairs of prescription glasses. This was quite a tragic start to the day for our office’s spectacle aficionado.
Logan has been singing the praises of Warby Parker since his first interaction with the brand, when he ordered his first pair of glasses. Since then, hefs been quick to tell people about their excellent customer service, easy-to-use website and quality products. But what the company did earlier this month was above and beyond what we as consumers have come to expect from a brand, and for that, I admire them.
Logan had tweeted to Warby Parker several times in the past. Wrought with grief, he had to let them know his specs were snatched; gThe thieves who broke into my house took BOTH my @WarbyParker. #saddestdayeverh
Warby Parker sent Logan a tweeted apology in response and asked him to email them directly to see how they could help. So, of course, he did. And Warby Parker shipped him a new pair of glasses, free of charge!
Warby Parker didnft have to help Logan. The theft of his glasses wasnft their fault and he surely would have purchased from the company again even if they hadnft replaced his glasses. What matters, though, is that they listened to a customerfs cry for help and came through in a time of need. This kind of outreach took a business relationship and made it a personal one. While these glasses are quite an investment for the average customer, sending a free pair of glasses and a kind word costs very little for a successful eyewear supplier. In return for their generosity, Logan will go out of his way to support and promote Warby Parker because he feels invested in the brand. He now has a reason to sing their praises, besides just loving their products.
There is no cure-all for building customer loyalty. Mass email blasts, blanketed coupon offers and free-gifts with purchase will not transform one-time users into brand ambassadors. What really matters is reaching out to key members of your audience and understanding their wants and needs. Itfs about listening, reacting and conversing in a targeted way. Show your customers you care by helping them when theyfre in trouble, responding quickly and effectively to complaints or providing sympathetic feedback. Itfs up to you to build a symmetrical feedback loop of appreciation and understanding.
When your company targets active customers online, as was the case with Logan, you have the potential to reach even larger audiences through key influencers. One small favor has a huge impact, sending positive feedback waves through word of mouth, both on- and offline. Suddenly, itfs easier to reach audiences you never thought you could. Now thatfs something to strive for.
Instances like Loganfs also illustrate how businesses, through public relations, customer service and marketing, make the world a better place. Yes, going out of your way to help a customer will likely benefit you in terms of customer retention and word of mouth. But, itfs also just a genuinely good thing to do, and thatfs worth something, too.
We may not be in a position to solve all the worldپfs problems, but we can do something that might mean the world to someone. Caring is what builds brand loyalty. And thanks to Warby Parker, we can all see that.
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The Black Sheep Agency is a Houston-based creative agency specializing in non-traditional public relations, social media and experiential marketing. Visit theblacksheepagency.com or follow us on Twitter @shearcreativity and on Facebook at Facebook.com/theblacksheepagency.
Aimee Woodall is the owner of the Black Sheep Agency. You can contact her at 832.971.7725 or aimee@theblacksheepagency.com