6-star experience mail #2

Hello ,

When Amazon sellers hear “Customer Experience” they tend to mix it up with “Customer Service”.

The difference is simple, customer service is reactive - You’re reacting to what your customer said. Those things are usually negative - A broken product, the product doesn’t work, they don’t like the product, etc.

Customer Experience is proactive - You’re doing things to help avoid negative responses or repeating questions from your customers. A simple example is clear instructions - By giving clear instructions with your product, fewer customers will reach out to you.

Let me do my best to explain the difference with one of the best customer service/experience companies in the world - Lego.

Lego’s Customer Service

Lego is known to sell toy bricks for kids to play with, but over the last few years, they’ve been selling some lego kits that are massive with tons of pieces, aimed towards an older demographic. Some of those have a theme to them, like Harry Potter, Marvel, and Minions, to name a few. One of those kits is the $350 Star Wars Mos Eisley Cantina which includes over 3,000 Lego pieces to assemble and 400 pages of instructions. When John, an avid fan of Star Wars and Lego purchased the kit, he went straight to work. When he was already two-thirds complete, he noticed an entire bag of legos was missing to continue. After investing hours to assemble he didn’t want to take down what he built to place a refund and try getting a replacement. Instead, he sent a message to Lego through their website, and this was their response:

“Dear John,

Thanks for getting in touch with us and providing that information! I am so sorry that you are missing bag 14 from your Mos Eisley Cantina! This must be the work of Lord Vader.

Fear not, for I have hired Han to get that bag right out to you.

Have a bricktastic day and may the force be with you."

This is one of the best customer service responses I’ve ever seen, for a few reasons:

1. They start with “I” and not “We”, this always feels much more personal.

2. They understand their customer - They know their customer loves both Lego and Star Wars, so use specific lingo directly at them. By doing so, they add personality and playfulness to their brand.

3. They handled the issue without any back and forth interactions with the customer - They've realized “package 14” was missing and immediately executed by shipping the missing piece with no questions asked from the customer.

This response went viral, you can check it out

here

.

Lego’s Customer Experience

We are right now in Q4 (last quarter of the year), and many kids are bagging their parents for a Lego set from Santa. What’s the problem? Well, when you order Lego to your doorstep, your child might see the huge Lego box and it will ruin the surprise. To address this issue, Lego decided that during Q4, instead of shipping the Lego kit in its normal box, they will put it inside another brown box as well - To hide the gift from the kids who might see it. When you start opening the package, you see this text:

“Why are LEGO Shop Boxes so plain?

You might have noticed that our shipping boxes are not quite as colorful and exciting as our toys. There’s a good reason for that - many people order gifts for others from LEGO shop. By keeping our boxes plain, we help gift-givers keep their secrets!”

This is clever on so many levels, and it went viral on a couple of places, including Reddit You can read it

here

.

Lego probably noticed this was an issue for their customers and decided to take a proactive approach by utilizing these brown boxes. The customers see this and appreciate that the company went the extra mile to deliver on the experience.

As you read this, it’s no wonder Lego is one of the top toy companies in the world. What they did here is super impressive, and very difficult to do at scale, but we can easily do this on a smaller scale when selling on Amazon.

I’m not saying you should start selling Star Wars merchandise and talk to your customers like Yoda, or that you should have a special packaging just for Q4. What I am saying, is that you should think about every single touchpoint you have with your customers, rather it is positive or negative, and think how you can wow your customers to get them talking about your brand - EVERY. SINGLE. TIME.

On October 26th I’ll be doing a live workshop for $47 on this very topic, and how we implement these strategies for our own products on Amazon.

For $47, you will get invited to the live workshop on Tuesday, October 26th at 9 pm Israel/2 pm EST and access to a live Q&A session on the topic two weeks after (both will be recorded and you’ll get access for both).

There will be no fluff in the workshop and no upsell at the end, just pure value.

To sign up:

https://drift.tomerrabinovich.com/6-star-workshop

Hope to see you there! 

Tomer