Business Case Study: Chewy and The Power of Consumer Experience
With endless brands and businesses to choose from, what can you do to encourage customers to shop or work with you? More importantly, how can you ensure these customers develop loyalty to your brand and continue to work with you for years to come?
It is all about the customer experience.
With the internet now giving us dozens, if not hundreds, of business suggestions with one simple search query, creating a unique and memorable customer experience is more important than ever. Consumers want to do business with brands they love and trust. Understanding your ideal customer’s needs and wants will help you create a tailored user experience that is more likely to attract and retain customers for long-term growth. Let’s take a look at a recent shopping experience that reminded me just how powerful customer service and experience can be.
How One Canceled Purchase Turned Me into a Loyal Customer
First, you might be thinking, “a CANCELED purchase turned you into an evangelist?” It sure did.
I recently had to say goodbye to our family dog, a senior pet that declined quickly due to kidney failure. Right before he passed, his vet recommended we switch his food to try and accommodate his changing health, and I placed a first-time order with Chewy.com. Our pup crossed the rainbow bridge unexpectedly before the order was fulfilled, so I reached out to Chewy’s customer service team to request a cancellation. They expressed their sympathy for my loss and promptly took care of it.
A few days later, I was returning home from work when I noticed a fresh bouquet on my doorstep. I initially thought the flowers would be from a friend or family member to comfort me. Imagine my surprise when I opened the card to find a note from the Chewy’s team sending their condolences. For a company that fulfills thousands of orders a day, this gesture garnered instant respect from me as a consumer. Even though I have never received a fulfilled order (reminder: they have spent more on me than I have on them at this point!) from this company, I know I will be using them and recommending them far into the future due to this positive experience.
How to Build an Elevated Customer Experience Unique to Your Business
This interaction had me thinking: How can Chewy’s exceptional customer service systems translate to our own businesses to create a personal and elevated experience for customers that sets you apart from your competition?
The More Personal, The Better
Whether you are selling products or services, taking a personal approach to your customer’s journey can help you attract new customers and turn them into loyal ones. Nobody wants to feel like they are just another number, so take every chance you can get to create an experience that feels customized. The key here is that it FEELS customized. We’re not advocating for extra work on your part. How can you streamline and automate a great experience? The following suggestions are simple ways to add personal touchpoints to your client experience:
Invest in a project management tool to streamline your client experience and save you time. We use Dubsado for our project management needs. Although it is daunting to set up, it is a lifesaver in the long run! With Dubsado (and others like it), you can build automated email sequences with personalization fields so each email is updated with the client’s name. You can also design custom proposals and questionnaires to get to know your clients better and store their answers for reference.
Strategically utilize your intake forms or checkout process to collect names, contact information, and general info such as birthdays so you can stay in touch with customers and build loyalty. Set up automated emails to go out on special dates or check in every once in a while to let your customers know you are thinking about them.
Always search for ways to improve customer service or solve common customer concerns. Chewy nailed it by recognizing that - at some point - pretty much all of their customers will face the death of their pet, and having an automation that sends flowers to the bereaved is well worth the cost of a bouquet. Chewy doesn’t just talk the talk by saying they serve pets and their owners; they walk the walk with compassionate customer service.
You might be thinking “but Lauren, automations and form fields don’t feel very authentic!” The above are really just the bare minimum these days. You can absolutely go above and beyond and add more manual touches, such as handwritten letters and more. The point is that you need to pick something that fits your values, style, and capacity for follow-through. Be realistic about what you can accomplish, and lean into those automation.
Leave Opportunity for Feedback
Allow space for feedback through surveys, review sections, etc. Be proactive about customer feedback and address concerns promptly to show customers you value their input and use it to improve your business or systems. The ability to obtain feedback also serves as a communication tool for you to get a deep understanding of your customers and what drives them. Take a look at our business case study with Lyft to learn more about the power of strategically using customer feedback in your business.
Keep it Human
It is important to remember your customers are people, too. Defining your “why” and keeping it at the heart of everything you do can keep you grounded and allow your company to retain its values as it grows. Whether you are working with one customer or thousands, little gestures can go a long way when it comes to developing a loyal customer base.
P.S. If you are curious about the psychology behind memorable consumer experiences, check out one of our favorite business books, The Power of Moments: Why Certain Experiences Have Extraordinary Impact. This book highlights how simple experiences can leave a lasting impression and how to harness this magic in your business.
P.P.S.
Rest in peace, Bruno. Thank you for being such a wonderful friend and companion.