The “New Marketing” Strategy that Apple and Other Leading Brands Can’t Get Enough Of

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Platinum Electricians

Gaining new customers isn’t easy.

So once a customer buys from you, you want to try to keep them coming back.

Providing an exceptional customer service experience is one of the best ways to do just that.

Statistics provided by New Voice Media show that 69% of consumers will recommend a company following a positive customer experience – which is why customer service service has been called ‘the new marketing’.

As well as recommending your business to others, loyal customers tend to buy more from you, more regularly.

But how do you obtain customer loyalty?

Our previous article provided a bunch of things that we think go into providing a customer service experience that WOWs your customers. But you could also take inspiration from these outstanding customer service examples that go above and beyond…

The WOW factor

Let’s look at some actual examples of customer service that makes you go WOW! Some of the following examples go so far above and beyond, they show you how seriously some the businesses value their customers.

Trader Joe’s

A woman whose elderly father was running out of food while snowed in at his home in Pennsylvania rang a number of stores to see if any of them delivered. None did, but when she rang Trader Joe’s (a grocery franchise) and the employee heard her story, he told her they did deliver (they actually don’t) and arranged for the groceries to be sent to her father at no charge.

Southwest Airlines

A  man was flying urgently to Denver to see his dying three-year-old grandson on a last minute flight booked by his wife. Unfortunately he was held up in traffic and missed the last call for his flight. When he finally arrived at the gate, the Southwest Airlines pilot, who knew the reason for the man’s travel, was waiting for him, telling him, ‘They can’t leave without me.’


When a woman lost the diamond out of her wedding ring on the Nordstrom sales floor, a security guard recruited a group of staff who all got down on their hands and knees to help her look for it. They eventually found the diamond, but only after picking through the contents of the store’s vacuum cleaners.

B Dalton

A woman was trying to find a particular book that her son had requested for Christmas. The B Dalton salesperson combed the inventory, but couldn’t find an available copy. So instead of just saying ‘sorry’, she actually rang another bookstore, reserved a copy for the woman and even gave her directions to the competitor’s store.

United Airlines

One man claimed he became a customer for life with United Airlines after they called him and informed him that his flight was delayed by a few hours, and offered him a seat on an earlier flight. Their call went like this:

“I see that you’re at the airport and your flight is delayed a few hours. A seat opened up on an earlier flight, so I grabbed it for you in case you wanted it. It leaves in 40 minutes, so you’ll have to hurry.”


When the iPad 2 was launched, a man purchased one online only to return it to the company almost immediately. His explanation for returning it came in the form of a Post-It note on which he had written “Wife said no”. The return processors must have thought it was funny, as not only did they give the man a full refund, they returned the iPad to him with a Post-It note that said, “Apple said yes”.


An unhappy Starbucks customer called in to the company’s corporate offices after a mixup with a one of their baristas. Instead of simply giving him a refund, the customer service representative told the customer that they needed to “make him whole, and give him an experience nothing short of fantastic.” They filled his rewards card with $50 store credit.

How can you surprise your customers?

Part of achieving an exceptional experience like the ones in these stories is about having the right people in place, and part of it involves providing training and growing the right company culture. All of it involves making customer service the primary focus of everything you do.

Here at Platinum we have all of the culture and systems to WOW our customers. If you or someone you know are looking to join our franchise network, click here to find out more.