EagleTribune.com, North Andover, MA


September 16, 2012

What's your proactive marketing approach to loyalty?

Dear Jeffrey, I am a huge fan. I recently had a WOW experience that completely coincides with your philosophy on customer loyalty versus satisfaction. Today, I received the following email from Amazon:

Hello, We noticed that you experienced poor video playback while watching the following rental on Amazon Video On Demand: The Hunger Games. We’re sorry for the inconvenience and have issued you a refund for the following amount: $3.99. While Amazon Video On Demand transactions are typically not refundable, we are happy to make an exception in this case. This refund should be processed within the next 2 to 3 business days and will appear on your next billing statement for the same credit card used to purchase this item.

This is amazing to me for a few reasons. Yes, I did notice that my movie was buffering more than usual and, yes, it was annoying. However, it was nothing more than a minor frustration. I didn’t complain. I didn’t complete a survey or give any feedback about this experience. Truthfully, until I received this email, I hadn’t given it a second thought.

When I got this email, it stopped me in my tracks. THEY NOTICED. They noticed that this particular experience was below their normal standards. But what’s more important, THEY NOTICED WITHOUT ME TELLING THEM.

Good companies would refund my money if I complained. Of course they would, that is expected. I never have had a company refund my money without being prompted. Never. And this, this was a surprise.

Would I have used them again even if they did not refund my money? Yes, often. So what’s the difference? I wouldn’t have REFERRED them. I received this email today at 2:18pm. Since then, I have told all my coworkers I came in contact with, posted this on my Facebook wall, and now am writing you.

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