Advice to brands: Don't Grow Up!

I recently had customer service experiences with 2 small brands. In each, it was the owner who responded to my inquiry. What I enjoyed most, besides the simple contact with the entrepreneurs, was the transparency, genuineness, and believability of the responses. Each took the time to really understand my issue and respond meaningfully. I didn't get 'pat' scripted answers or defensive lashings, I got polite and actionable responses. As a result, I have adopted both brands into my sphere of trust. Kudos.

Now, in contrast, I have experienced many larger brand responses that did the exact opposite. It seems that as brands grow they sometimes adopt attitudes, processes, canned scripts, defensiveness, etc. They often start acting like they're doing the customer a favor as opposed to earning the customer's loyalty.

It's a simple lesson. Grow but don't grow arrogant or complacent. Every single brand interaction has the potential of resonating far beyond that single point of contact. Do it wrong and averages say about 10 other prospects will hear about it. That's negative resonance. Unfortunately when brands do it right fewer hear about it--the nature of our culture. But it shows that a little can go a long way--in both directions. Do it right and you gain a friend, perhaps for life. Do it wrong and you become famous for the wrong reasons.

Btw, those two brands who are on my list of favorites now: 

1) Rusty's Hawaiian Coffee http://rustyshawaiian.com/  Lorie, the owner, sent me the coffee and did all the service via email. She even went so far to ask 2 other experts how to brew her coffee in a Chemex (since that's what I use). Rusty's has the price-of-entry product (the Bourbon varietal is to die for!), but goes far beyond delivery. Rusty's keeps it one-to-one and shares its enthusiasm for their product's use, and value to me. Love 'em!

2) Cigarplace http://www.cigarplace.biz  Julian responded to me about an issue fairly unrelated to any order. I made a comment regarding an email blast and he took time to explain why he was featuring this certain brand I didn't like. He could have easily discounted my feedback as some disgruntled quack but instead wrote me a polite note and urged me to keep writing--that he valued the input. Wow. I have ordered from these folks before and now will do so again. 

My advice to both of these brands: As you get famous (they are/will), don't grow up and become prima donna brands. Stay innocent and honest and concerned. Stay in touch with customers and build relationships. Sales will come, naturally.

Posted via email from Stephen Speaks's posterous