Sometimes we get so preoccupied trying to build loyalty in the obvious places that we overlook the small, critical events, like when that package arrives at the loading dock or someone’s door. But that “moment of truth,” if delivered in a pitch-perfect way, may be the one event that ensures emotional engagement.
The team at FifthGear knows the significance of this moment well. The Indianapolis-based company, which provides order fulfillment, contact center and marketing services to retailers, recently shared this infographic with me.
It is a thoughtful, step-by-step process to delivering more than an order, but a great experience – by involving the extended team, knowing when to upgrade and treating returns as opportunities. And it is an important process, because getting the shipping right is oftentimes the price of entry to a long-term customer relationship. Once that is accomplished, the brand has the opportunity to further distinguish itself through other service features.
The best part: These loyalty lessons can be extended from the business-to-business relationship to a business-to-consumer relationship.
It’s a strong reminder that even the most straightforward everyday tasks, such as filling a box with a widget, can be used to create “wow” experiences with customers. No amount of bubble wrap will compensate for a botched order.
