- Posted by Sue
- On 2nd May 2019
I’m not quite sure how it happened, but sometime roundabout the mid 90’s I became the purchaser of perfumes in our relationship. Ever since then, every bottle of perfume that Sue (aka The Boss) has worn I have painstakingly researched, sniffed and paid for 😒. In that time there has been a large variety of different perfumes and I am proud to say that only on one occasion did I not get it quite right… Great result! 😊
As we approached December 2018, it was time to start my research for some Xmas presents. Whilst in Chester Town centre, I happened across Penhaligons; a perfume store previously unknown to me.
Their range and array of perfumes is amazing and very different and, as with any luxury product, their products come at premium prices (think Stella Artois… reassuringly expensive). As this was a research trip, I left without making a purchase and yet, intuitively, I knew that the decision had been made: The Boss was getting something from the Penhaligons perfume range.
I made the purchase online and within seconds I had an emailed invoice with a difference; the difference being the subject line made me want to open it!
If you have ever purchased online, you will have no doubt received what could be referred to as a ‘left brained invoice;’ a document stating the facts. You made a purchase, you paid this much, and you can expect delivery on this date.
Imagine my surprise when the Penhaligon’s invoice popped into my inbox with a subject line of; “It appears you have bagged yourself a splendid treat!” Now that’s a bit different than the usual you made a purchase header. It got me curious enough to read on.
The opening line of email read; “You have purchased something splendid. Clearly you have excellent taste,” to which I internally replied, “yes, I do!”
This email was speaking directly to me on a right brained emotional level. It had drawn me in and made me feel better about myself and the choices I was making.
So what, you might be asking…
It’s my belief that customer service is THE difference that makes THE difference in business. I also believe that it doesn’t take a lot of effort to take a bog-standard customer experience and turn it into so something special. Something so special, that people can’t wait to tell others about their experience.
I remember reading, that when we have a really positive customer service experience, we will tell at least 19 other people. Proof in the pudding is this blog post; how many people could I not wait to tell about my Penhaligon’s experience?
So, let me ask you…
- What are the email headers and body copy like in your business?
- Do your emails appeal to the left or right side of the brain of your recipient?
- What difference would it make to your customer engagement if you decided to have a little bit of FUN like the splendid people at Penhaligons?
- What advantage could it give you over your competitors?
- Do you dare to be different?