A Christmas (Customer Experience) Story

Seasonal Bliss

What’s that I smell… chestnuts roasting by an open fire?! The most wonderful time of the year is almost upon us.

Okay, I know I am a little early but I can’t resist: I love Christmas! I may or may not be listening to Harry Connick Jr. sing “Silent Night” right now. (Stop Judging!)

I think about customer experience all day at PeopleMetrics. The holiday season (which is how I imagine heaven) provides millions of opportunities for companies to show their customers how much they care. Hopefully they do this by providing an amazing retail rendezvous, but sometimes it comes down to exceptional service recovery.

Failing to act quickly and appropriately after a customer’s negative experience can turn even the jolliest shopper into an angry detractor, telling everyone at the holiday party about their poor experience.

The voice of the customer is even more powerful when fueled by eggnog.

The Build Up

I pride myself on my gift-giving expertise, yet my mother always makes it hard. She is an ex-nun, somehow untouched by the desire for more “stuff.” (I know, I don’t get it either.) However, one of the few things that actually makes her happy is a flower delivery.

As such, every year I send an extravagant holiday bouquet, delivered exactly one week before Christmas to last her through the glorious week of festivities.

Last year, after perusing numerous sites, I decided on Teleflora. It was love at first sight! This basket had everything my mom loves, with aromatic cinnamon sticks to boot, so I knew whatever I gave her to open on Christmas morning would be set up for success.

I thought I had nailed it. My thoughts were confirmed when I got the call:

“Honey, they’re beautiful!”

And…the Downfall

I stopped by my mom’s house a few days later and gasped in horror when I walked into the living room. That bouquet was NOT what I ordered!

The beautiful flowers were replaced by carnations… and I don’t do carnations. The lush greens were brownish, and quite possibly dead. The aromatic cinnamon was a no-show.

Spending over a hundred bucks for carnations and dead leaves did not sit well with me. I was pretty upset: my gift was a bust, and also, the evidence suggested my mother was a liar (which I’ll save for another time).

Maybe I Can Turn This Around

I called customer service expecting a sympathetic ear, an apology, and a replacement.

What I got was a poor attitude and the reply: “variances are to be expected.” Which I get…to an extent.

“I can give you 20% off your next order.”

After a terrible experience, they assumed I would order again? That would not work. I knew to expect better. At this point in any customer’s experience, making it right is critical.

After speaking with three people and wasting time better spent watching “A Christmas Story” four times, I was promised a new arrangement the next day.

But alas… we received no delivery.

I called back, even more infuriated. Surely, someone had to care about their customer’s dissatisfaction. After being given the runaround, again, I was assured they would send a replacement.

This time, it arrived – almost as ugly as the first, only slightly less dead. At this point, I cut my losses. This company was not worth another breath of my holiday air.

But the real loss was Teleflora’s. I told everyone about my experience, and needless to say, I will never order from them again. (To me, Teleflora is a carnation incarnate.)

I am just one customer who tried to make my voice heard. But imagine the negative impact if Teleflora provided this same service to a celebrity with millions of social media followers.

The Little Flower Shop That Could

In an attempt to redeem my gift-giving prowess, I decided to send my mom flowers to celebrate the New Year. I called a little flower shop in town, Haddonfield Floral, and from the moment I spoke to them, I was at ease. They were genuine, friendly and helpful. They even went out of their way to make sure the delivery would arrive on my mom’s break from teaching. Indeed, they arrived on time and were beautiful. Finally, a company that cared about Customer Experience!

Admittedly, I have not always been a loyal shopper. (My eyes wander due to a birth defect commonly called “shiny object syndrome.”) However, Haddonfield Floral can now call me a regular, because of their high standards in Customer Satisfaction. And Teleflora will never see my business again.

~Nicole Thomas

Image Credit: Poinsettia by Dmitry LaVallee, courtesy of CC BY 2.0.