Lights Out. Loyalty Up!

Posted on May. 03, 2012 | Category Branding

We’ve had hundreds of Venti-sized, satisfying experiences at Starbucks, but the time the lights went out gave us the biggest jolt of brand loyalty. While waiting to order, Walker Brands’ president Nancy Walker and Laura Sherman of Baldwin, Krystyn, Sherman Partners had to quickly exit because of a power outage. Undeterred, they found a bench out front and kept their meeting rolling.

Moments later, a Starbucks barista handed them each an on-brand free drink card for their next visit. The card read: “A cup should never be half empty… We apologize if your Starbucks experience was anything but wonderful.”

When you delight a customer, they tell 10 people. When you disappoint them, they tell 100. But, when you thoughtfully FIX those inevitable mistakes with smart touch points, they enthusiastically spread the news and become raving fans. The fact that Starbucks was prepared for this eventuality and empowered their team to turn a negative into a positive left us feeling like our cup was overflowing.

UNTIL NEXT TIME

During a “lights out” moment, your customers are upset, BUT they are also engaged and listening – the perfect opportunity to make an impact and distinguish your brand. We can help make sure your integrated brand program is prepared to fill your customer’s cup with unexpected delight – even when the lights go out.

Tags: Baldwin Krystyn Sherman Partners, brand experience, Laura Sherman, Nancy Walker, Starbucks, touch points, Walker Brands