Let's face it, sometimes a man needs a woman! This statement is overly general and in modern times decreasingly true (in the sense that I am about to expand upon) but, in my case it is true as ever!
I just moved in a new place. A true bachelor pad outfitted with 42 inch plasma and black leather couch (I know, I know). The next step was some useful furniture and, as a single guy what do I do, call on my girlfriends of course!
Now, what happens when no one is around. That was the case today. I went and bought a media unit from West Elm (www.westelm.com). I got this 100 plus mammoth home, unpacked it and realized I had a wrong part. Argh~!
I called the store and they were less then helpful. They connected me to the catalog department (it is my understanding that this store was a cataloger first and a store second but I could be totally wrong. Anyhow, I knew when I heard the options to push 1 for this and 2 for that, that I was in trouble.
...and along came Crystal (I Hope that is how you spell her name) and the wonders of CRM. She spoke to me like a person, a person who cared. She was empathetic about my situation and knowledgeable about the products. She made me feel...good. That was what I wanted as a consumer. I know people make mistakes but, I want to know that there is someone on the other end to correct them and Crystal was my knight (or knightress) in shining armor.
As a good marketer should do, I asked to speak with Crystals boss. I told her that everyone at West Elm should be proud. I told her Crystal did a great job of acting as a mouthpiece for the brand and the consequences would be that, whenever anyone asked where to get nice furniture, I would say West Elm!
Now that is true marketing and great CRM, cheers!