For those of you who read my previous post on Burberry, here comes part two in the case of the missing button.
Having published my post on Sunday afternoon, I received another e-mail from Burberry on Monday morning. They’d picked up on my blog post (wow, they’re fast) and got in touch to try to “restore my faith”. I was intrigued and agreed to have a chat.
I have to say I was very impressed with how they dealt with me on the call. It wasn’t just that the lady I spoke to was incredibly friendly and apologetic (as you’d expect), but it was also that she was open and honest about their internal processes and how she wanted to make sure they did better next time. She took the time to address some of the specific concerns I mentioned in my post, for example explaining to me how the social media team connects with the customer service team and so on.
I was left convinced that Burberry really is heading towards being a seamless back-end operation when it comes to joining the dots between customer service and marketing. This is the key first step for a brand to get right, to then deliver an equally seamless experience externally to customers. It’s all the more important when, like Burberry, you offer the option of customers being able to get in touch with your company via (very public) social media channels.
Even though, in my case, Burberry admitted they hadn’t followed the right course of action first time round (apparently, they shouldn’t have charged me for the button without a proper enquiry into any quality issues), the way they subsequently dealt with the problem struck a a good balance between attentiveness and humility.
In my day job as a brand strategist, we talk a lot about how ‘responsiveness’ is a defining quality of the most successful brands today and Burberry’s reaction to my expressed disappointment was a great example of this in action.
On my call with customer services, Burberry also talked to me about their ambition for customers to “have the same feeling in every channel” and this is a spot on strategy. It’s often the little things, the minute interactions – like replacing a missing button free of charge – that make the difference when it comes to how you feel about a brand, particularly one that promises luxury.
Best of all, my shiny new buttons arrived in the post this morning, in a lovely Burberry package and with a personal letter. Nice.
Well done Burberry. You have now given me a new story to tell. And a lesson in how you can change consumer perception of brand with a little bit of love.