Kevin Ray Ward uses Chewy's response to a customer whose dog died as a lesson in creating loyal customers. The pet supply company refunded the order and sent flowers. Ward argues that compassion and unexpected human gestures, beyond just delivering what you promised, turn customers into raving fans.
While the masses spend their days dominated by doubt, distraction and dead ends, the masters go through their day on fire. My friend. Welcome to the fire zone.
So if you own a dog or maybe any other kind of pet, there's a very good chance that you know who the company Chewy is. Chewy is basically an online pet supply store that you subscribe to and they send you every first of the month or whatever day, once a month you get your dog feed and they have built a multi million dollar business that way. But one of the things that happens and that they have run into was pets die. And so here you are, a pet owner and your pet dies and the next month, first of the month, you have been going through all the grieving process and all of a sudden you get another order of dog food. Because canceling your Chewy subscription is probably not top of mind when you're dealing with grief and loss of a pet. And so this happens all the time. And so when that happens, people, you know, they'll message, send a message to Chewy and say, hey, I lost my dog, passed away and so forth. So here's how Chewy deals with that. Very interesting. Number one, they refund the customer's money immediately. And then they just tell them, you know, so sorry about the loss of your dog or your pet for safety reasons or health reasons or whatever code or regulations, we can't take the dog food back. So we're refunding you for that last bag of dog food. And please feel free to give it to a friend or neighbor or somebody you know who needs it or can use it. And then a couple of days later, the, the pet owner receives a bouquet of flowers from Chewy, expressing condolences at the loss of their dog. And why do they do that? Well, because they have discovered, they have discovered the power of caring. They have discovered the power of when somebody is in pain and you do what's right by them, they feel justified or they feel okay. But when you do something that's above and beyond, that's totally unexpected and you give them a gift, a condolence gift like that, that they know very likely that that person, if you've been a dog owner, you're probably going to get another dog someday. And they also know that when you get another dog someday, there is no would ever buy your dog food from anyone else than from Chewy. Because they're the one who not only took care of you when your pet died and refunded your money, but they're also the one who sent you Flowers. So I want you to think about this as a business owner. And by the way, this is Kevin Ward, your fire zone message of the day. I forgot to say that. But I want you to think about that in your business is that when you do what you're supposed to do and you give great service or provide whatever it is that you sell or whatever it is you do and you do great at it, that people appreciate that and they respect that. But when you go above and beyond, it is in that going above and beyond what anybody could ever expect, that even has really has nothing to do with your product or service. It has to do with the human factor. It has to do with the connection of caring. That that is when you create raving fans. That is when you create loyalty that guarantees people will stay with you when in any other case, they might just look for something else, when there's a better deal somewhere else, but not when you get to their heart. So think about that. How can you apply that in your business and create that kind of customer loyalty? By going above and beyond and operating on what I call one of the five superpowers, which is the superpower of compassion, of just caring about people. Most businesses will never do that, and I guarantee you AI will never be able to do that. You can do that. 3, 2, 1. Off you go.
You've been listening to another yes Masterspire Zone video. A story or a strategy designed to help you go into the day with the fire, to stay focused and productive and to get more done every day. If you want more motivation, strategy and support to grow your business on a daily basis, join our yes masters community@yesmasters.com and fan the flames of your success today day.
