Internet Marketing VS Baguette Express
We all know that customer service is key, and keeping our customers happy is our number one priority. It’ll either make or break your business! – However, I’m about to show you how NOT to treat your paying customers, with something that happened to me when I visited one of my local shops for a bite to eat.
Usually most Saturday’s I head off to Baguette Express, and for the one’s on the other side of the pond, it’s basically just a baguette shop were you can pick whatever kind of filling you like.
So this one Saturday my mum went in, she was passing, and decided to go and get me it instead. I enjoy a Chicken Tikka baguette, so that’s what my mum ordered me. Now she did think that the member of staff had put on something different, but as she said to me at home, she wasn’t really sure so brought it back for me to try.
Well I instantly took a look at it, and said that’s Chinese Chicken, which I really don’t like. But I took a bite anyway just to make sure, and it definitely was. (With this happening to me before, on more than one occasion, my mum was furious so went back to the shop!)
If you think back to what I said a little earlier, can you guess what’s coming? 
Turns out it WAS in fact Chicken Tikka – Makes my mum look like a right old muppet, but also the member of staff too, as they are virtually ‘arguing’ over a baguette and the filling.
Baguette Express had ordered this particular filling from a different supplier (That’s got something to do with the customer?), and there’s nothing they can do? By this point, a nice little queue has started to form. I really wish I’d gone along now! LOL
My mum tells them about the service we’ve been receiving, along with everything else, but also said that we’ll not be back! To this day, I’ve only been twice after this happened. Must be over 2 or 3 months too?!
So what has this got to do with Internet Marketing and customer service I hear you ask? Let’s look at it this way, if we had a customer who wasn’t satisfied with their purchase then we’d offer them a full refund right?
Did Baguette Express do that for us?… NO!
Not even the offer to exchange it for another filling, as I’d gladly have accepted just a normal Ham baguette. And before you ask, I don’t like all those optional extras they offer you.
Being an Internet Marketer, some of us may have even provided the dissatisfied customer with some kind of gift on top of their refund, just to apologise for the inconvenience caused. It’s not something you have to do, but I have seen a few people doing it.
What’s the important lesson learnt today then? Always keep your customers happy, and a nice way of doing that is providing them with FREE content every now and then! You’ll have a much better change of getting a sale, as it’s the subscribers way of thanking you for all the advice you’ve given them, and for all you done.
…Look at how some of the other marketers do things!
Have you had any similar experiences that you’d like to share with the rest of the world, then drop me a comment below?!
Hey Mark
What a hassle…the moral of the story?…go to Subway next time! Errrr on second thoughts best not.
I totally agree with you about keeping customers happy. I always put myself in their position and treat them as I would want ot be treated. Great post!
Best wishes
Doug
You know what Doug, I’ve never actually stepped foot in a Subway before. And anyway, our closet one is a good number of miles away.
Thanks for stopping by, and I’m really glad you enjoyed the post! – You’re completely right about putting yourself in their shoes too, so much easier if you look at things from different angles!
Speak soon, and take care.
Thanks
Mark
It’s a lot less use of energy to just give a refund. I’ve quite often given refunds when not even asked for one, and going that extra to make sure the customer gets what they want sure pays off with long-term customer loyalty.
Kevin
Hi Kevin, not only is it less energy, but a lot easier too. And I actually quite like what you said about giving refunds when people don’t even ask for them. Something like that would keep me a customer for life!
Thanks
Mark
Hi Mark,
I agree, a no questions asked immediate refund with a little extra thrown in is the way to go.
I would be interested to know how to handle the ’serial’ refunders. The people that buy digital products and almost immediately ask for a refund, keeping their money and the product.
Perhaps Kevin Riley has had experience of this and could let us know how he would deal with that situation?
Colin
As I mentioned in the post, not everyone is going to give something extra on top of the customers refund. In some cases, I think it’s a nice gesture, but then, that’s me!
If you use some kind of download management system, then I’m sure you can ban customers from shopping with you again, and/or disable any software you sell. (Sending Kevin a Tweet about it now though!)
Thanks
Mark
A nice, thoughtful post Mark. Well done.
I rarely complain, but I did just the other day to an online IM service I use and instead of issuing an apology, the customer service person got defensive. I wasn’t even rude.
Thanks,
Peggy
Glad you enjoyed it Peggy!
Like you, I rarely complain or ask for a refund. But for a couple I did request a refund from, talk about making the job difficult! – I forwarded the PayPal receipt, only to be told they couldn’t find it in their records!
(Did they bother double checking the number they entered? LOL)
Thanks
Mark
Colin
I have only had two serial refunders. Both got cut off at the knees by PayPal, without me having to do anything. They made the mistake of pulling a complaint at PayPal and got shut down.
Kevin
Thanks Kevin, it’s nice to know that PayPal keep a look out for system abusers!
Colin
Despite what people say about PayPal, it is nice to know that they are looking after us! (Customer Service!) It’s what the fee’s are for!…
Good post about customer service, Mark!
Since servers in a sandwich shop might come and go, I would say that the problem is with lack of staff training…
If the manager had the excuse that he didn’t have time to train that particular server, my suggestion to him would be that he could be using the age old maxim: “the customer is always right” … at least that would have kept the line moving!
As far as the IM marketer is concerned, I believe that the positive effect of a readily granted refund offsets the risks of getting a few cheaters…
Ain’t it nice to be managers and not servers
Fran_C
You’re probably right about it being the lack of staff training. But then, that’s not got anything to do with me either, all I want is a baguette the way I like it! LOL
If a customer asks you for a refund and 30 minutes later they find they’ve already received it, then in my eyes anyway, you’d get a little smile and I’d say to myself how their customer service was superb! – Even if I had to wait 12 hours after I sent an email, it wouldn’t bother me as people are in different timezones too.
Giving the customer a timely refund, does have it’s benefits!
Thanks
Mark
Hi Mark, Just responding to your request on Twitter, I can see that this will be a great blog, my point to this post is that some of the big companies just can’t see the power the customer has at his or her fingertips, how many of us will now rush to our nearest Baguette Express to purchase our next lunchtime snack, perhaps Ill just pop next door to Gregs (£10.00 going in..)
Kind Regards
Mark
Great place Twitter, there’s no way I’d have been able to network with some. So it’s all thanks to Twitter for that!
Comment about my blog is much appreciated Mark! I think you’re right in what you say, a customer can provide so much information to a company. And if they want to take it then they will, and if they don’t then they just won’t! – The way I see it, is that it boils down to how you value your customers?!
Thanks
Mark
Hi Mark,
I have read you comments and the replies and I have a couple of queries;
Which store did you have problems in?
Did you make a complaint to the store manager and if so did you get a response?
I run the firm charged with the marketing and promotion of the Baguette Express Group and I also have tow of the franchises, we have procedures in place to make sure that we do offer good customer service and quality of products. This includes strict policies on what supplys can be bought from what suppliers.
If you want to email me direct and we can investigate and sort this issue out.
Thanks
Steve
I’ll send you an email later on Steve!