I’m a little obsessed with Justin’s Dark Chocolate Peanut Butter Cups.
I mean organic dark chocolate and peanut butter, who wouldn’t be?
Recently, I bought a bag of mini peanut butter cups and I was beyond excited to devour one. Imagine my disappointment when after taking my first bite I found the chocolate was chalky and the peanut butter was dry. As I said above I am a little obsessed with Justin’s Peanut Butter Cups and in my entire time of purchasing them I have never encountered this problem.
I went to Justin’s website and filled out a contact form regarding my experience. I thought it would be good for them to know that they had a bad batch of peanut cups out in the world. That is where I expected this story to end.
The following day I received an email reply from Stephanie, a Consumer Relations Specialist, at Justin’s.
This email response turned by disappointment in an experiencewith a Justin’s product into a moment of customer delight. Why?
- They took the time to educate me on what causes the dryness and discoloration. I have encountered chalky chocolate before and I had always thought it was stale. I enjoy learning new things and was glad to read this tidbit of information.
- "This is a result of the lack of preservatives in our organic peanut butter cups.” They used the wording in the email to reinforce one of the reasons why I choose to buy organic. To me this shows that Justin’s knows their buyer (me) really well.
- They offered a helpful tip that I had not even thought about: "One helpful hint I can give you is to avoid this particular best by date. It will help ensure you are grabbing a different batch, potentially from a different shipment for optimal freshness.” Companies should always try to be thinking of ways to help their audience.
- I was given a solution to my problem. I hate waste and didn’t like the thought of throwing an entire bag of peanut butter cups away. Justin’s offered a solution when suggesting a recipe that would incorporate the dry peanut butter cups and turn them into “creamy, delicious goodness!” Again, this shows that Justin’s knows me.
- I am not sure if they researched me online before replying but sure seems like maybe they did. If they did they would have seen tweets like the one below. The recipe they gave me is a whole lot like stuff I am already talking about online. I love to cook, try new recipes, and share the results. I am now excited to do this with the recipe they provided.:
Ask yourself these questions:
- Does your company constantly seek out ways to turn disappointment into delight?
- Do you really know your audience and can you speak to them authentically?
- Does the content you create online (and in email) match who you say you are and differentiate you from your competitors?
- Do you give your customers and potential customers the resources they need to educate themselves about your products or services?
We live in a content inundated world, one where the average person receives over 120 emails per day. Companies today must focus their efforts on authenticity and service in their marketing, sales processes, and relationship building efforts. Those that do create brand enthusiasts and those they don’t will be left behind.