A Love Letter I Didn’t Expect
Everyone wants to create “touch points,” a favorite buzzword for marketers. A touch point is that intersection between your business and your customer, where you interact and communicate something – hopefully, something of value.
Touch points have to offer value, have emotional power and provide a tactile experience of the five senses: sight, sound, scent, taste and touch.
I want to introduce you to touches, love letters to your customers wrapped up in sensory stimuli.
I recently ordered a new headset from headsets.com. The package arrived right on time. I expected to see my headset and an invoice. Instead, as I opened up the package, all kinds of treats rolled out onto my desk. How many “touches” were in this package? The answer is eight:
- Testimonial card, to build trust.
- Brochure, to cross-sell existing customers.
- Warranty card, to reduce the risk; it reinforces the decision to buy and helps overcome buyer’s remorse.
- Thank-you notecard, to show appreciation for the purchase.
- Ambassador package, two referral cards to stimulate referrals; this provides directions and the tools to make it easy for your customers to refer you.
- “We Love Our Customers” sticker, to show the love and appreciation.
- Personal packing sticker, to shift from an interaction with a nameless corporate employee to a real person (“Oh, it was packed by Matthew”).
- An invoice, to show transparency.
Then, a handful of Tootsie Rolls spilled out onto my desk. What a wow! Headsets.com showed me the love. What a welcoming experience. It was entirely unexpected, and if it was designed to make me feel good, it worked.