Remember that post about gratitude in marketing, and its impact on customer loyalty?
Well, I have just seen it into action.
My daughter e-mailed the owner of a small business that offers rabbit boarding services, asking whether they could look after her pet rabbit while we are on holidays. This is the reply that she received:
Hi [daughter’s name] & [rabbit’s name]
I am more than happy to take [rabbit’s name] again as he is a lovely bunny.
I am pretty much full [on dates mentioned] but will buy another hutch to accommodate [rabbit’s name] as you are good customers and I like to keep repeat customers.
First, how great is it that she addressed the message to the rabbit, as well as its young owner?
And second, how brilliant is it that, effectively, she invested in the relationship with this customer, offering to buy another hutch so she could accommodate the rabbit?
She could have simply said no; or she could have bought the hutch without telling us. Maybe she was already thinking of buying another hutch, anyway, and this was just a minor step in a long process. Out of all the options, she chose the best one: a) she helped us get exactly what we wanted and b) we now feel extremely grateful that she went the extra mile to help us.
The thing is that we are not even that good as customers. We only got the bunny earlier this year, and this is only the second time that we are using her services. Obviously, it is easy for her to see that, unless something dramatic happens to the rabbit, we could be using her company’s boarding services for a few years to come. But she has no idea what our family’s travelling habits are, or whether we have referred her to anyone, yet – we didn’t, but will surely do that. This lady knows how to run her small business 😉
Have you come across great examples of relationship marketing recently?