So, check this out… I few months back, I finally got around to returning a pair of sweatpants to Lands’ End that I’d bought a few years back to exchange for a new pair. They’d lost their elasticity in the waist, which made them droopy and draggy. And hey, when you’re a work-at-home commercial writer, and every day’s Casual Friday, life’s too short for droopy sweats, right? Right.
So, Lands’ End has this killer money-back guarantee, which, if you’re a regular customer like I am, you can probably recite along with me: “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price. Whatever. Whenever. Always.”
So, I packed them up, sent ‘em in, and a few weeks later, as sure as the sunrise, I get back a brand-spanking-new pair delivered to my door, complete with fully-stretchy waistband. But, wait, there’s more…
What happened next is what separates the “Serious Customer Service” MEN of the world from the “Lip (Customer) Service” boys. And it’s no newsflash how precious few of the former, and how blasted many of the latter there are…
You ready for this? About a week later, in my mail is a letter from Lands’ End. I open it, and inside is a check for $7.35. Why $7.35? Because that’s exactly what it cost me in postage to send back the old pair of sweats.
Not only will they happily, cheerfully, and with absolutely NO questions EVER asked, let you return/replace anything, anytime, anywhere, for any reason. They’ll even reimburse you for your shipping cost when you do.
These guys are smart. And not just because they have a good guarantee and stand behind like few other companies in the world. But because they realize how little it costs to go WAY above and beyond even really good customer service. They realize how little it costs, in the big scheme of things, to do something so mind-blowingly impressive.
And they know that, when you do, people can’t wait to tell their friends this great, “check-this-out” story about what Lands’ End did (like I’m doing here…). Because LE knows darn well, how monumentally rare such behavior is in the business world, how low the customer-service bar is in people’s minds, and hence – and here’s the clincher – how incredibly easy is to stand out in the crowd.
As a commercial freelancer, I’ve learned how easy it is to set myself apart from the crowd through the service I deliver. I know that just doing what I said I was going to do, and by when I said I’d do it, and by delivering more than the client expects, I stand out. Nothing terribly difficult to do, but what a difference it makes.
As a self-publisher and bookseller, I’ve learned that if someone has a problem with a delivery or messed-up order, or a technical problem, a fast response that solves the problem and then makes it up to them (if it was my fault, and even sometimes when it wasn’t) turns people incredulous, and prone to gush on about how extraordinary – and extraordinarily rare – my service is.
And in most cases, it may have cost me, maybe five bucks (and often nothing, if I’ve sent them, say, an ebook bonus as a “make-it-right” gift) to make them pants-wettingly happy with me, and ready to tell the world.
People are so used to being treated like serfs, they’re downright starved for even halfway decent treatment by the companies they’re giving their money to. And when someone goes beyond that level, and actually seems to, let’s say it, cherish them, well, the word will spread, and by the most credible spokespeople of all – one’s own customers.
And again, those companies or individuals delivering this unusual level of service will be the first to tell you how little it costs them to stand apart. The difference between good and great really is often laughably small. But that small is big.
Which makes this the quintessential secret weapon for anyone, including freelance commercial writers, wanting to put themselves head and shoulders above the pack in the eyes of their customers.
What do you do to be a hero in the eyes of your clients?
What things have worked best to set you apart from the competition?
Would you agree that going that extra mile really doesn’t cost much more than not?
Any great customer services stories you’ve experienced?
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This topic always interests me because the things that can separate us from most competitors are so easy to do. It has a lot to do with our attitude toward prospects/customers.
This was drilled home again last week when I landed a new client. The first two sentences in his e-mail were:
“I read your website content w/ interest. I have several projects that need attention and like what you have to say about your personal involvement.”
No comments about liking my work or anything else, although we’ll assume he looked at my portfolio and liked what he saw. But the thing that apparently impressed him the most was what I said on my About page. (It’s at https://mikeklassen.com/about/ if you’re curious.)
He also referred to someone else he had considered working with for another part of his projects, but said she seemed “aloof.”
I wouldn’t have originally thought that just being responsive and thoughtful would qualify as “being a hero”, but we’ve all experienced rotten customer service and know that some companies just don’t get it.
What I’ve learned is that there is a level of stress for people who hire freelancers that work off-site. It’s not like going down the hall to check the status of a project. So clients can be nervous about freelancers who may be across the country or the world. They want to feel taken care of and that they’re important.
Peter’s story takes that a next step by refunding his shipping. They didn’t have to and Peter was probably thrilled just with the new pair of pants if that was the end of the story. But that little extra step cost very little, especially compared to the great word-of-mouth Peter will always be happy to share, including this article.
As for my best customer service story, it’s way too long to share here, but it relates to Apple giving me a free computer and the level of communication they provided. I told that story in a blog article a while back: https://magalogguy.com/blog/2009/12/03/what-a-free-apple-computer-reinforced-about-great-customer-service/
The first time I purchased something from Lands End Canvas, they sent me a handwritten, personal thank you card. I was amazed that a large retailer would take the time to thank a customer in that way and appreciated the customer service they provided.
Customer service is such an important part of business. You can make people life long fans, but easily alienate people if you don’t do it right.
I have a great story such as this, and I’ll remember the company forever. I bought a new Lexmark 3-in-1 printer for a friend for Christmas. I was quite embarrassed when I set it up for her (imagine a kid on Christmas morning since she couldn’t afford a printer), and it wouldn’t print two of the colors. Over the phone, Lexmark agreed within a few minutes to replace the computer, the printer head and all the ink cartridges. I received the second machine in 24 hours, and set it up for my friend (who’s very computer/peripherally challenged), and left town to return home. The printer fouled up again two days later. Without question, they replaced it again. Within 7 days, they provided two computers and absorbed all postage.
Now Lexmark is engraved on my brain in a good way, in spite of the lemons involved. There’s a trust factor that carries so much more weight than the basic product. As freelancers, it behooves us to take the simple minute of extra time to go above and beyond. That effort can create a customer for a lifetime.
I have a motto in dealing with my FundsforWriters customers. Answer every email, even if it’s no more than a thank-you and a sentence of personal attention. That tiny effort has repaid me dozens of times in customer loyalty and readership.
Good post, Peter.
Lands’ End customer service is amazing. You can also return any item to a Sears store, for credit, refund, or exchange. I did that with a sweater once–after the replacement sweater was already on its way. They just sent one because of what I said, and emailed me the information I needed to take to the store with the sweater I wanted to exchange, after they had already started the exchange!
I make and sell handmade soap with one of my businesses, and a happy customer today emailed me, so happy because I refunded the extra shipping charge she paid. She paid shipping–but was just so thrilled that I sent it cheaper, and refunded her the difference. I couldn’t believe she thought that warranted a note. Of course I’ll refund the extra shipping!
I haven’t officially started my freelancing adventure, so I can’t speak about that yet.
As for a customer service story, the only one I can think of is a time I shopped at Publix. Most grocery stores have done away with the friendly bagger who carries your groceries for you. Not there. (At least not that day.)
I hadn’t even bought much — just a few bottles of fruit juice. Heavy, but manageable. Yet the bagger was still willing to carry them. It really shocked me.
I don’t shop at Publix often because the nearest one is out of the way for me. But that gesture definitely made me want to go back, and I look upon them fondly when I watch their commercials.
I was impressed with the description of an ebook offered by an information seller. I ordered it immediately, paid for it, and as I started to save the download, I discovered that I had bought that same ebook months earlier.
Embarrassed that I had forgotten this critical book that was going to help me launch my business, I sent an email to the seller explaining my situation, The response came back almost immediately indicating that my order had been cancelled and not to be embarrassed. The seller thanked me for my interest.
Who was it? Peter Bowerman, of course.
Thanks, Peter.
Customer service is a favorite topic of mine, for many of the reasons you have here, Peter, especially the sad fact that it seems to be so darn rare.
As I shared on a recent post at Lori Widmer’s blog, I used to lead teams for audits of customer service units. Maybe that’s why I’m so tuned in – and often disgusted – by customer service. Mike and C. Hope are right – responsiveness goes a long way.
I once had a client tell me that I gave the best customer service. I didn’t do anything unusual (at least in my eyes) other than to be responsive whenever she called or emailed. I traveled a lot, but would immediately respond, letting her know I was traveling. I either delegated it (if it couldn’t wait) and let her know to whom or asked if I could handle it when I returned to the office the next day. She always told me it could wait until I returned.
I have translated that corporate days customer service into regular updates and follow-up to my business writing customers.
One last story. I had exactly the same thing happen that Alice describes. My problem was it WASN’T Peter Bowerman and I never heard from the seller and never received any refund. Which would you prefer to be remembered for? The rare exception of good customer service or yet another bad experience?
Thanks all!
Great stuff. And happy to hear we’ve got a few other Lands’ End fans who know firsthand what I’m talking about. Thanks to ALL of you for your sharing your great customer service stories. Good experiences stick with us. Amazing how that works … 😉
Always happy to get your thoughtful contributions, Mike. Really great stuff you say on your site. If you guys haven’t visited the link he notes above, check it out. I’m not surprised it resonated with your client.
I say what works about it is that it’s the kind of things most people don’t talk about, but it provides someone with really valuable insights into what the experience of working with you will be like. And that’s priceless stuff.
And you’re right: there is a level of stress a client has when hiring a freelancer for the first time (in both senses: first time they’ve gone the freelance route, OR the first time with a given freelancer). And verbiage like this can go a long way to ratcheting down the anxiety level.
I encourage all of you to have something like this (and needless to say, don’t copy what Mike wrote; find the words that are a true reflection of who you are; don’t know about you, but I get a vibe of real authenticity when I read Mike’s).
Thanks Cathy, for underscoring how delivering great customer service is a lot easier to do than one might imagine. And usually, it comes from a basic grounding in common courtesy and consideration, and if that’s how you were raised (certainly true for me), then simply extend that to business. Nothing particularly difficult about that, but again, it’ll set you apart.
And thanks, Alice, for sharing that story! I definitely remember you and that situation. But, again, as I saw it, there was nothing else to do but what I did. Glad it stuck in your mind, and Cathy, sorry you had a similar experience that didn’t turn out so happily. So unnecessary, given how easy it is to do the right thing.
Anyone else have something to add? Let’s hear from you…
PB
I have a Lands’ End story to add to the chorus. Many years ago, I spilled orange cheddar cheese sauce on a white blouse from Lands’ End. It was a couple of years old, but I liked it. So, I called Lands’ End, asking if they had any tips for washing it. They said, “Oh, send it back.” Really? Yes, really. So, I sent it back. And they sent me a new one. It was entirely my fault the shirt was ruined, but they didn’t care.
Now, two stories of my own. I launched my first ebook (in a blizzard), and happily watched the orders come in. Then, someone noticed that some of the links didn’t work correctly (Word breaks “pretty” links, so https://wellfedwriter.com would work, but not “well-fed writer”). I emailed each and every person, told them about the problem, apologized, and promised a corrected version that day. I got the links fixed in the pdf, uploaded the new copy, and sent each person a corrected ebook. I was showered with emails thanking me for the great service (I was only doing what I thought was right).
On another occasion, ejunkie had a hiccup one afternoon and wasn’t sending a combination ebook/audio file properly. This was too big to email, so I replied to the messages (promising a fix), uploaded to dropsend, and sent the link. My readers were delighted (one even thanked me for introducing her to dropsend).
I once went to the local pet store to buy cat food. It wasn’t one of these chain stores but a one-of-a-kind business where the owner took care of just about everything. Now what wasn’t good about it was that they didn’t take credit cards. I was checking out with a large bag of cat food and looked into my wallet. I only had a couple of dollars and this bag was worth about $25. I told the owner I was sorry and I couldn’t buy the food. He said not to worry, bring him the money later–he didn’t want my cats to be hungry! I took the food and gladly came back later to pay him. I’ll always remember that. I went to that store for as long as I was living in that area.
Land’s End does not suit my style–not that I don’t like comfy pants–but I can relate to how irritated I can get with poor treatment. I returned an item to Chadwick’s six mos ago and it took TWO MONTHS for someone to refund my money (to a debit, no waiting for bills to come), LESS shipping. I said I would never buy from them again (I probably bought six things a yr) and I have not and will not. Buh-bye, Chadwick’s.
Good lesson, Star, in how to lose a customer quickly! Course, sadly, those are FAR more common than the good customer service stories.
Great LE story, Jody! And even though it was your fault… Again, they realize the cost of taking care of you pales next to the priceless value of such PR. Pretty logical when you think about it.
And yet… Why is it that we commercial writers don’t, as a rule, offer a money-back guarantee? Wouldn’t that be the ultimate commitment to customer service?
Is it because we believe there are too many people who’d take advantage of us if we did so? That while there may be some legitimate scenarios where someone truly wasn’t satisfied with what we did for them, there’d be plenty of others who’d decide, for some made-up reason, that they didn’t like what we’d done, get their money back, and then go ahead and use it anyway? And with bigger pockets than we have, they’re not afraid of us taking any legal measures?
Have any of you run into clients who were unhappy and asked for their money back? How did you handle it? Obviously, as a rule in our business, that’s not how things work (i.e., that clients can get their money back if they’re not happy).
If someone truly isn’t happy, I’ll always work as hard as I can to make it right. And if we listen carefully on the front end, and ask enough questions to get a sense of what the client wants to cover, the tone to take, etc., we shouldn’t BE missing the mark very much at all…
Thoughts?
PB
Land’s End is a great company. Similar deal, growing up in muddy New England, I had a pair of L.L. Bean duck boots that they re-stitched twice, no charge. I think it used to be a lifetime guarantee…not sure if it’s still the same.
With regard to your unhappy-client-money-back question, I ran into that once last year on a small web project. Everything was approved, but then the lady didn’t send me a check. When I followed up, she said she’d given it to another writer, who didn’t like what I’d written—even though she posted every darn word on her website. She was so unpleasant that I eventually just said, “You know, why don’t you just send me a check for what you think the service I provided was worth.”
Still haven’t seen a penny, not holding my breath, and it was so small it wasn’t even worth small claims court or any further mental energy. But I console myself with the fact that someone who’s such an unscrupulous businessperson will eventually meet her comeuppance.
No–no moneyback guarantees. I know some direct response writers will take a portion of the return, risk-share–no way would I do that. I have thrown up my hands like Jake and picked the rearview over the hassle. I am intrigued, though, by clothing being like a bottomless cup of coffee–for the price of a pair of pants you will never go bottomless again!
I had an outstanding customer service experience a number of years ago with a Pizza Hut franchise store in Indiana (owned by one of Pizza Hut’s oldest and most profitable franchisees), which would take too long to explain here, but was extraordinary. I took the time a few days later to write a letter and sent it to the VP of Operations for the franchise – a rather long two pager because it took a few paragraphs to explain what had actually been done for me and some background on why it was so extraordinary. When I went in the Pizza Hut about a month later I was told my letter had been read at the company’s annual Christmas dinner (management staff I think of about 30 or so stores) and the store’s actions at my location were touted as “the way we should do service in all of our stores, all the time.”
I probably don’t need to say that my already “attentive to every detail” Pizza Hut staff treated me with even more care and respect than before, (and a few free pizzas) since I brought their outstanding service to the attention of their executives and peers.
I try to recognize “above and beyond” whenever I can. It really goes a long way, and it’s fun.
(I also try to grow my writing vocabulary whenever I can – so Peter, if you can tell me whether “pants-wettingly happy is actually hyphenated or if it’s was just that way in the blog due to formatting, I can’t wait to find a place to use this word in my daily activities!)
I am happier when I don’t wet my pants… But I digress. I agree on reinforcing good behavior–my daughter was in the ER and the nurse was so kind to her. I was there, too, and saw it. This contrasted sharply with other visits with her grandmother, in which the patient got “old lady” bad treatment. A few months after my daughter’s visit, my daughter remarked offhandedly that she had written a note to the hospital about that nurse and that the nurse was getting an award for it the letter and that she had been invited to attend the ceremony. We don’t have a car, so she didn’t go, but see where that note led?
Thanks Jake,
And yes, unfortunately, there will be a few clients like the one you describe – and the fact that she’d gone ahead and used it all clues us all in to the kind of person she is. Another argument for getting at least partial payment up front!
And Steve, I’m like you – I try to reward good service with at least a comment, if not a note (if it was truly outstanding). As for “pants-wettingly,” since I made it up, and it IS a descriptive adjective, I say it has a hyphen…;) And feel free to use (attribution appreciated, by not necessary…)
Now, Star, they’re not really “forever” pants… 😉 Though I’m sure some people work it that way. The key in my mind is that, they (Lands’ End) keep their philosophy simple: if there’s any gray area, they unhesitatingly decide in favor of the customer.
And I guess we can all agree that offering money-back guarantees probably isn’t in our best interest. More importantly, I’ve never been asked about it upfront, so it’s not something that appears to be on most prospects’ radar.
Of late, I’ve been amused/irritated at the lengths companies will go to confirm that indeed you’ve received outstanding customer service.
My phone provider is AT&T (though they’re far from the only ones who do this). Late last week, I lost my landline (and hence my Internet) for two full days. Right in the middle of the outage, I get an auto-generated call from AT&T, letting me know their commitment is to delivering superior customer service, and asking me if I was completely satisfied with the service I’d received.
When I called (from my cell) later to get their latest estimate of when they thought I’d be back up, I told the guy he might suggest to his powers-that-be that maybe they should wait until a problem is fixed before making such a stupid call. He agreed 100%.
I’ve had similar scenarios where I’ve called with a problem that’s their fault, you spend 45-60 minutes being shuttled around until you get your problem fixed, and at the end, the tech support guy says something like, “We’re committed to your complete satisfaction. Would you say you’ve received outstanding service today?” And I’ve said, “Dude, I just spent an hour of my life to get a problem fixed that’s your fault, and you’re asking me if I feel I’ve received outstanding customer service?” They totally miss the forest for the trees. Clueless. Sounds like they’re simply angling for some J.D. Power accolade…
PB
I too, have had some laughable customer “service”. There was the survey phone call from my satellite TV provider on a Sunday right at noon when I was putting dinner on the table. I politely told them they didn’t want my answers to their survey at that particular time. Then there were the coupons for free vegetables I received when I wrote and complained of finding a half of a grasshopper in my green beans. Yeah, like I’d be buying more of those.
In reply to Jake P. regarding L.L. Bean – I still buy from there and their customer service is exceptional. Thinking of a new pair of ducks for myself, actually.
It is true that great customer service is so rare these days that when offered, people are pleasantly shocked.
Hope to be checking in here more frequently now that I have some time.