Thoughts & Insights 3
Rachel Sax
Consumers have spent the last year doing our shopping from a computer. Whereas before we would choose to pick something based on how close or convenient it was, we now face endless choices online. It is therefore increasingly important that companies make every interaction with the customer a pleasant one.
In my last role, I used to teach a lunch&learn about what I called “Crate&Barrel Customer Service”, stemming from my experience furnishing my apartment. The first piece of furniture I purchased from another retailer, (after a poor in-store shopping experience) arrived damaged. It took multiple calls (each accompanied by a 45min+ time on hold just to speak to a human) and many months to solve the issue. What struck me was each time I called and gave my order number I had to re-explain the situation. There was no record of my actual problem or the steps being taken to solve it. Needless to say for the next piece we bought, we headed elsewhere. Enter Crate&Barrel. From the moment we walked into their Houston Street store, every person we interacted with was helpful and had extensive product knowledge. The sales associate followed up via email from purchase to installation. I’ve since emailed her to make other purchases. This level of service doesn’t just benefit the consumer. Using a backend system like Zendesk to connect with customers via email allows retailers to tag each interaction internally, collecting data on a variety of important issues; spending habits, quality issues, best selling products etc.
Customer loyalty has never been more important as we can’t wander into storefronts as easily as we once could. As per Zendesk:“Fifty percent of customers surveyed in the Zendesk Customer Experience Trends Report 2021 said customer experience was more important to them now than it was a year ago. Additionally, 75 percent of respondents said they’d spend more money to buy from businesses that offer a good customer experience.” With all the stress of the past year, the easier it is to buy something, the more likely we are to shop that retailer again and again. On top of having a competitive product, retailers face the challenge of also providing a seamless, pleasant, and exciting experiences for their customers. Any time I need something for the house or to buy something off a wedding registry, I look at Crate&Barrel first every time because of their great service.
A few fun links:
1. Superfluous yet necessary: This OXO pastry brush: plastic bristles make it easy to wash/aka throw in the dishwasher. Used for pastry egg wash and brushing oil/marinades on meat and fish.
2. Most made recipe in my house: NYTCooking feta sheet pan (pictured above). I go light on the cumin as a personal preference and serve over Trader Joes 10 minute farro.
3. New product alert: Custom birth announcements now available
4. Local rec: As a new baby gift, a friend sent me one of DC-based Sidra Foreman’s care packages with the best fresh flowers, homemade cookies, and local produce. It made our week and I’ve since ordered her new basil peony candles.