It was four days after the shipment was delivered.
But I was still without any sunglasses.
Hmm…
I looked all over my apartment complex, contacted USPS, and even knocked on a few neighbors’ doors. No luck.
My Felix Grey sunglasses were nowhere to be found.
I contacted them to see what they could do about this. They responded promptly.
They would send me another pair and expedite the shipping. Hell yeah.
I’ve been a fan of Felix Grey since I got my first blue blocker glasses two years ago.
Now I’m a fan for life.
Felix Grey could have spent millions in advertising to me without making me feel that same affinity for them. They instead did what all companies should do:
Identify the customer interactions that matter and execute well on those.
Most people, as I did before this, sit in the “OK” spectrum below:
The challenge for your brand is to get them over the hump into the “Love” stage.
The challenge for your brand is to get them over the hump into the “Love” stage.
Dan White puts it best:
“Brands can achieve a better return on investment if they focus on ways to make miserable moments less likely and magical moments more frequent rather than becoming more efficient in less-important areas.”
Felix made my miserable moment into a magical moment when they shipped me a new pair, no questions asked.
For some brands, this could be having straightforward website navigation to make a usually miserable moment, finding a needle in a haystack, less likely.
For consumer brands like Felix Grey, it’s making the return/lost process seamless.
Identify the moments that matter to your customers, make the good ones better, and make the miserable ones less horrible.
Focus on what matters.
🧠 // JO
P.S. I realized shortly after why I never got my sunglasses. I put the wrong address in. It was for the building across from me that is getting built.
So, I now have two pair of sunglasses.