Enter The Dragon For Customer Delight!


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When Shane Bennett asked for a free Galaxy S3 Smartphone from Samsung Canada on their Facebook page, he didn’t really expect to get one, but he gave it a go anyway. To ‘incentivise’ them, he also sent a picture of a dragon!

“Hello, I have bought many Samsung products. I currently have a Samsung LCD TV, Samsung Galaxy S, Samsung laptop. I was just wondering if I could get a free Galaxy S3, I have attached a picture of a dragon I just drew for you.” he wrote!

They replied, explaining it would be a bit tricky to do so… but responded with a nice drawing of a kangaroo!

Shane was impressed with the ‘personalised’ response (and why wouldn’t you be?) and told lots of people about it, both online and offline, and the news spread widely with lots of people praising Samsung for their response.

A couple of months later, Shane received a package. In it was a brand new ‘personalised’ Galaxy phone tailored specifically for him with his dragon drawing!!!! Even the packaging was in that style! Result? One very ‘Delighted’ Customer!!!

With it was a note from Samsung….

“This is the only customized S III in Canada, and we hope you enjoy it as much as we enjoyed watching the story of the Dragon and Kangaroo go viral”

It’s a great example of the power of a personalised response – it ‘Delights’ customers, it makes them feel valued and it’s ‘remarkable’ – literally, people ‘remark’ about it!

(For more about this, click for the ingredients of ‘customer delight’)

What’s paricularly impressive is the fact that someone took responsibility for doing something – they didn’t follow a manual, a procedure or a rule book. That’s about ’empowerment’ and ‘taking initiative’. They were also obviously supported to do so as their initial response was then built on and developed. So…

  • How ’empowered’ are your front line people?
  • Are they encouraged to ‘take the initiative’?
  • What ‘reward’ do they get if they do?

Thinking in 3D doesn’t just happen – it has to be developed, supported and encouraged (even if you do have a $1 Billion damages claim to pay to Apple!)

(3D idea highlighted to us by Gee Ranasinha who is CEO of Kexino! It’s number #15 in our 3D Challenge search for 100 ideas!)

(3D Characteristic #2 Establish A Dramatic Difference! and #3 Create Delighted And Devoted Customers!)

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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