As most marketing folk know, good customer service is as the very heart of marketing. Even if your actual product is fantastic, if you deliver it in a shoddy manner without much thought for the customer service experience, you’re far less likely to have loyal customers spreading the word about how great you are – which is surely the holy grail of successful business.
A man who clearly understood this concept was Julius Rosenwold, the driving force behind Sears (official name Sears, Roebuck and Co) becoming the worlds largest retailer, who once said: “My ambition is to stand at both sides of the counter at once.”
Another firm who also understand this appears to be Tesco. On Tuesday this week I bought some toothpaste from my local store. The rational for my brand choice was simple: it was buy-one-get-one-free!
However when I checked my receipt on the way out (I had brought some other items too) I realised I had been charged full price for both items. As soon as I complained about this to the very friendly customer services lady, she apologised and said that when such mistakes happen with Tesco’s price scanning technology, both items are free!
To coin a well used strap line, every little helps – and it certainly did in this situation. Tesco, I doth my virtual cap to your customer service!