Below you will find a terrific example of why I love Zappos.com. I received the cheery little email from the "customer loyalty team" within three hours of placing my online shoe order yesterday.
Woah, Nellie! Have We Got A Surprise For You!
Hello Patricia!
Although you originally ordered 2DAY, we're upgrading the shipping time frame for your order. It will ship out today, so you'll get it even faster than we originally promised! It's kind of like we waved our magic wand!
Please note that this is being done at no additional cost to you. It's our way of saying thanks for being our customer. We hope this has brightened your day a little! Thanks for shopping at Zappos.com!
With Love,
Your Customer Loyalty Team at Zappos.com
That giddy little email actually made me smile. How often does a company you are doing business with make you smile? I can tell you, in my experience, it just about never happens. On that rare occasion when it does, I am tickled and amazed... like how I used to feel as a kid finding a really great prize in my box of Cracker Jacks. In the above Zappos.com email example, what the company did was not earth shattering and it was not gimmicky. It was simply a pleasant surprise that exceeded my expectations. Any time a company does that they’ve earned my loyalty. Great selection. Smooth online experience. Delivery that defines the word "fast." And, of course, warm and friendly follow-up (that actually makes me feel like a person, rather than an email address). In three years of buying shoes from Zappos.com they have never let me down. All combined, that’s one heck of a marketing plan.