My decision to join the Sunday Times Wine Club some years ago was fuelled in equal part by laziness and greed. I enjoy a glass of wine – especially red wine and even more especially good, red wine. But, I do not enjoy having to carry the bottles (I daren’t put ‘cases’ there, even if it is true) back from the shops.
The combination of decent wines, home delivery and a special introductory offer at that time proved irresistible! And I have to say that their customer service, on the odd occasion when I have not been satisfied, has been pretty much exemplary. I have also taken advantage of a couple of their so-called ‘wine plans’ – most recently to try some Spanish wines – which provide regular deliveries of mixed cases, and a good introduction to a new region. But, I was reaching a point where something different was in order.
Generally I use the website to place orders and have done so successfully throughout my membership. But, on one occasion recently, I was unable to get the website to recognise a voucher that I had to use. I was forced to use the phone to contact them! I say ‘forced’, but it has always been a pleasant and enjoyable experience in the past. There was a longer delay than normal before the phone was answered, and my heart began to sink, but once through my order was handled quickly an efficiently.
Whilst on the phone, I took the opportunity to cancel my wine plan subscription. The adviser asked why I was leaving and tried to retain my business – without being pushy about it. I was left with the feeling of an efficiently executed process and confidence that everything had been done. As an aside, also a professional recognition of good practice in capturing reasons for defection! Happy, I thought that would be the end of the story.
Imagine my surprise when I received a letter a little while later. A letter signed by a senior wine buyer (fascinating choice of job role to author such a letter) expressing his regret that I had decided to cancel and reminding me of all the other ways that I could continue to buy from them. Enclosed with the letter was a card folder with a cartoon on the front, including the words “wish you were here” and a person holding a glass of wine. Inside was a voucher for £10 as an additional incentive – in their words “to nudge me” back in their direction.
The tone of the letter and the lightness of touch hint at a thoroughly well thought-through customer journey and a deep attention to detail. The voucher, a random act of generosity, suggests a genuine desire to retain my business.
Well done Laithwaites (who are the organisation behind the Sunday Times branding)! Now, have you sorted out that website glitch on processing vouchers yet?
