Insect Lore vs Timberland Case Study
For Christmas Santa brought something that my daughter really dreamed of having one day — a butterfly pavilion from Insect Lore. It was Winter, and naturally ordering the butterflies themselves had to wait until Spring. When Spring came, and warm weather settled, we filled out the certificate for our cocoons, and mailed it to them with an S&H check.
They haven’t replied, and I reminded them of the open question 3 days later:
To this date the question remains unanswered (while Insect Lore keeps tweeting the news about their products and promos), and having found out that the check was actually cashed over a month ago (see the image below), I will try to get my question answered by phone instead.
Now let’s look at a very different story, which involved exactly the same variables: (a) a merchant, (b) a puzzled customer, and (c) a Social Media channel (Twitter).
On April 24 we shopped at Timberland (a physical store at a local mall). When the shopping assistant handed me my receipt, he emphasized that if I take their customer satisfaction survey online, I will receive a 20% off coupon which I will be able to use on my next purchase.
I did, but to my surprise, upon spending some 7-8 minutes on the survey, I wasn’t redirected to any coupon page.
Sure enough, the very next morning, they’ve followed up on the issue:
Within the few next hours they also fixed the broken link on their website (so that others could also get their coupons), and emailed me the promised 20% off coupon. They also apologized for several times for the “inconvenience caused”.
Yes, I was inconvenienced at first, but the attention I received, and the way in which everything was handled/resolved fully remedied the situation, building up Timberland’s customer reputation, ensuring a future purchase too.
- Both companies use Social Media
- Both share their coupons and promos, contests and sales through Social Media
- One does just that (broadcasts), whereas the other one listens and responds to (interacts with) its consumers
This is not the first time I see this happening. Some brands seem to be stuck in the broadcasting mode, whereas others realize the importation of interaction, and use it to their advantage and growth. The choice is yours, but if you really care about your brand, forget about broadcasting and start interacting.