Humanising the customer experience (and why there are not enough Ts in alphabet spaghetti)

Every now and again, a story comes along that just makes you feel good. And it makes you realise just how important it is for employees to understand their personal impact on a customer experience.

I saw a tweet earlier this week which highlighting a couple of letters, one written to Sainsburys by a three year old (with a tiny bit of help) and the other, a response from their Careline. It would have been so easy for Sainsburys to ignore this, or just to respond in a “standard” letter but instead, they wrote in a style that was clearly aimed at “Lily”, signing off with their age, and enclosing a token gift. Very sweet.

And now there’s even imitation from nearly-31-year-old Managing Directors of PR agencies who don’t think there are enough Ts in cans of alphabet spaghetti for them to write their press releases. Oh how true that seems at times!

This sort of reaction is not new – but it is heart-warming, and great to see in today’s society of bland corporate identities.  (The positive press it’s generated won’t have done them any harm either!)

I’m sure, if I look hard enough, I can find a letter from the Institute of Advanced Motorists, congratulating me, aged 7 and a-quarter, on my entry in their road sign recognition competition at the Northampton Town Show (which was only beaten on the last day) and enclosing a book token. I still remember that today – and it makes me smile when my own son (who is approaching that age) asks about road signs on our journeys…

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