Advertising May Bring ‘Em In, But Customer Care Keeps ‘Em
By Abe Kasbo
This is the tale of 2 stores, or so it seems. The first has a first class integrated advertising campaign, both visually stunning and memorable campaigns across all media. The other isn’t quite that prolific with their advertising, it’s a bit more expensive and we get some direct mail from the place every once in a while. So when my wife and I needed some items last weekend, we decided to go to the former rather than the latter because of Cesar. Yes Cesar.
You see, brand recognition is no match for Cesar. And while Cesar laughs in the face of frequency and reach, because he can only help one customer at a time, Cesar prevails. Hail Cesar!!!
Cesar delivers excellent customer service, and time and again, he has delivered my business to his employer, Lord & Taylor in the Willowbrook Mall in Wayne, NJ. Yes, he’s a real person with a genuine approach to customer service that accompanies a winning smile.
At this store, Cesar is everywhere and in every department. While Cesar works in the men’s department, there’s a clone in every department. No matter when I go, day or night, sale or no sale, my experience with the people of this store has consistently been nothing short of excellent. And that’s what keeps me coming back. Talk about social marketing!
It is in the ability to replicate a great experience, through their people, that Lord & Taylor broke through my advertising obsessed biased. Consistent, excellent experiences at the store trumped any Madison Avenue cool, chic ad campaign…in my mind anyway.
Tags: Advertising, Branding, Consumer, marketing strategy, Social Marketing, verasoni, www.verasoni.com
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