This Cake Traveled 1,500 Miles, and Is A Highly effective Lesson In Buyer Service


Nice customer support can remodel unusual moments into particular experiences. Take notes from this grocery store.

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Nice customer support can remodel unusual moments into particular experiences. However if a customer support group is empowered to maneuver quick, a model can go additional—figuring out moments for its clients which might be already particular, and turning these into lifelong recollections.

Customer support groups ought to soar on alternatives like these. It makes the distinction between having pleased clients and creating passionate model advocates.

To understand what I’m speaking about, simply have a look at the photograph above. That’s my household — and the cake we’re celebrating with traveled hundreds of miles and was the results of many individuals’s quick, beneficiant work. I’m telling you about it as a result of I consider that nice customer support ought to be shared, in order that it could encourage extra nice work.

However first, the backstory.

For so long as my spouse Jen can bear in mind, she’s had the identical birthday cake: yellow sheet cake with mocha icing, almond slices, and colourful icing flowers from an East Coast regional grocery store chain known as Large Meals. Yearly round her birthday, we journey from our dwelling in New York to go to her dad and mom in D.C… and to purchase this cake.

My spouse turned 40 in 2020, and the pandemic made our traditional cake journey unattainable. We as an alternative ended up in Colorado with my dad and mom — the place the closest Large is a 24-hour drive away. A yr later, as we approached her forty first birthday, Jen puzzled if there was some technique to get her cake in Colorado. We checked Large’s web site, however no luck: They don’t ship right here.

So I wrote the corporate myself.

I discovered a company rep’s e mail handle and informed her the story of this cake. She handed it alongside to somebody, who handed it alongside to another person, and shortly I used to be on the cellphone with Doug Duvall and Talier Brooks of Large Delivers. They needed to assist. Regardless that they usually solely ship regionally, they mentioned they’d pack up a large cake (and a separate tub of frosting so it didn’t change into a large number) and mail it to us.

Then they went even additional: In addition they provided to ship a free cake to my spouse’s dad and mom in D.C., in order that they may benefit from the cake on the similar time that we did. Because it seems, Jen’s dad and mom had already purchased the identical cake (her dad’s birthday is solely a few days earlier than), so that will have been cake overload. However this provide actually touched us.

Our cake arrived in Colorado a couple of days later. The field was surprisingly heavy, and we couldn’t think about what the load was from. Then we opened the field and figured it out: The heaviest factor in there was a big tub of frosting, which may simply cowl three truffles. In addition they included candles that say 41!

My spouse assembled the cake precisely as she would have gotten it again dwelling, and it made the birthday full.

Folks typically affiliate this type of generosity with mom-and-pop outlets, who’re intimately related with their neighborhood. That’s typically true, however this story ought to be a reminder that any enterprise, at any measurement, has the facility to construct and foster its group. It’s probably not in regards to the model, in spite of everything. It’s in regards to the individuals who work there, and the tradition its leaders foster.

Large didn’t have to assist us, they usually requested for nothing in return. They simply noticed a possibility to take one thing that was already particular and make it even moreso. Forevermore on my spouse’s birthday, we gained’t simply consider her conventional cake. We’ll now additionally take into consideration how Large went out of its approach to assist us — and we’ll sing the shop’s praises to anybody who asks (or does not). That’s the facility of customer support.



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