Transparency and authenticity are what it takes today. Yet, many companies have been slow on the uptake in demonstrating a genuine approach to their customers. I have posted many times about lackluster customer service and messaging, so it’s time to balance the score card and share a shining CEO message.
I just purchased a new router and wireless network adapter to replace older technology. Admittedly, my choice of product was motivated by cost, so after doing my due diligence at the local Best Buy store, I decided on the Belkin N router and wireless adapter, both on sale.
After installation (during which the overseas Belkin rep was extremely helpful), I noticed that the Best Buy bill had a message on the bottom:
………………………………………………………………
BEST BUY VALUES YOUR FEEDBACK!!
TAKE OUR SURVEY AND ENTER FOR A CHANCE TO WIN A $5,000 BEST BUY SHOPPING SPREE!!
Visit http://www.bestbuycares.com
& enter the following codes:
……………………………………………………………….
The link takes you to a landing page with a large photo of Best Buy CEO, Brian J. Dunn. I immediately notice that he is wearing a jacket, a pale-blue, open-collar shirt and no tie. The picture doesn’t even look like a posed professional shot, but one taken in the hall of the office one day. Message: informal, relaxed, friendly, approachable.
Here’s the message that falls under the page title “Best Buy Customer Voice Survey.”
First, I’d like to thank you for shopping with us. We recognize that you have many choices about where to spend your hard-earned money and I appreciate that you have given us an opportunity to earn your business. Second, we strive to create the best possible experience for you, and I appreciate your honest feedback about what we are doing well in our stores and where we need to make improvements. Listening to our customers is very important and you can be assured that your voice will be heard. Thank you in advance for your time and input.
At the conclusion of the survey you will have the opportunity to enter a drawing for a $5,000 Best Buy shopping spree*.
Sincerely,
Brian J. Dunn
Chief Executive Officer
I really liked the message. I liked that he thanked me first before saying anything else. So, I took the survey. As a marketer, I know how important the feedback is, so I usually comply with these requests.
Mr. Dunn and his marcom people “get it.” The message appeared genuine, caring and indicative that he and his team will take the survey results seriously. The first step gets an A+. Of course, I can’t say whether they walk the talk at this juncture, but I was impressed.
What do you think? Take a look at the landing page and tell me what your impressions are? Is it genuine to you? Does it create a positive brand experience?
Tags: Best Buy, landing page, marcom, messaging, survey
Not bad, but there are lots of pics of CEOs standing next to print copy (think annual reports). A video of him saying those words would have been better – more authentic and more “with the times.”
Having said that, there are fewer better examples than Best Buy vis-a-vis attempting to be customer focused.
Thanks for your comment, Kevin. Good point about the video. Although the message was so short that I didn’t mind. Perhaps a younger demographic would have responded more to a video message.
Hi Elaine, perhaps it is just my preference, but I would more likely respond to a lesser offer, than a “chance” to gain something larger like the shopping spree. Specifically, I took a phone survey from Albertsons for a coupon discount off my next shopping purchase. It had a “dollar value” and was tangible. I would prefer this approach over a “chance” to win, especially when the odds of winning the spree are not disclosed.
That said, knowing BB, they probably researched this and found that most people prefer the chance at a bigger prize…
Good point, Paul. I must admit that the chance to win wasn’t the motivator in my case. It was my marketing curiosity. I like to see what companies are doing to entice their consumers/customers. Now, just because I said that, ya think I have a good shot at winning?
Interesting post Elaine. Thanks so much for this. I completely agree that transparency and authenticity are key to gaining consumer trust and satisfaction. Consumer spending habits are changing …. they are seeking value, great customer service and a brand name they know they can trust. Check out Brand-Fast Trackers post from earlier in the week discussing a similar topic with Eric Hirshberg, President Deutsch LA. http://www.brandfasttrackers.com
Thanks, Brian. I will.
Thanks for the post, Elaine. Although we are living in the digital age, there are still traditional business factors that we should not take for granted. Great emphasis on transparency and honesty. Keep them coming!
Great post, Elaine. I really like that Best Buy humanized the landing page with an image of the CEO instead of presenting a more typical survey site with some brief intro text. Kevin’s idea of using video would take it to the next level and give the customer a chance to “meet” the CEO face-to-face.
Thanks SGA and Jim. Agree with you both.
I don’t know if it is genuine at all. Sure they are making a great effort and they have done something unique and well executed but that is the CEO we are talking about. Does he really care or has he just been told by some new media kid in the marketing department to do it? I guess it is a very good start though!
Thanks for your comment, Niall. You’re right; we aren’t inside the CEO’s office checking on his authenticity. We have no idea IF he really cares. It is a good start, as you say, and only time will tell whether he walks the talk.
Interesting. I also recently made a purchase at Best Buy and I encountered the same message. However, I had a very different reaction to it.
The product I bought — a laptop — was a lemon and Best Buy DID NOT stand behind their product, nor was their customer service very consumer-focused. I provided very clear and detailed feedback on the survey you mentioned, yet the company never responded in any fashion.
They definitely DO NOT walk the talk. This is, unfortunately, an example of a company that wants to accrue good PR credits for the appearance of authenticity and transparency, without troubling themselves to actually deliver the goods.
However, if I had encountered this message prior to my experience with them, I would have been rather impressed. Timing is everything!
Deborah, thanks for sharing your story. Too bad that happened to you. Even though it’s impossible to please every customer situation, I wonder what their results would be on positive brand perceptions AFTER purchase.
I like the page with the Best Buy CEO. Unfortunately, like Deborah, I’ve had some bad experiences at Best Buy.
I’d be more impressed if I knew that some complaints resulted in customers actually having an opportunity to talk to upper management.
As Alan Wolk keeps emphasizing, a company must have effective performance to provide the essential foundation to effective marketing.
I don’t think there is any customer service more thrilling for the customer than a conversation with a decision-maker who can and does change something based on the customer’s comments.
You’re right, Barbara. Unfortunately, that seems to happen more readily in smaller businesses.
Elaine, I agree that it’s impossible for a company to please everyone. To me, the telling thing is that there was *no response* whatever. If a company fails to respond to negative feedback that they themselves solicited, then they’ve shot themselves in the foot.
It’s less about *how* they respond than whether they bother to react at all . . . by failing to “close the loop” in the communication with their customers they give the impression that they’re only concerned about *appearing* interested, rather than actually *being* interested.
Companies often worry about the viral impact of people telling lies about them online. But the real danger lies in their customers telling the truth about bad experiences they’ve had after giving a company their business.
Deborah, you are absolutely correct. Why bother to ask unless you are prepared to contact those who claim to have had a negative experience?
The look was a bit too rumpled for me, but I appreciated the concept and the blue colors.
Maybe rumpled is “in,” Marlena?