A great picture here of a conversation between a 3 1/2 year old child and a 27 1/3 year old customer service representative. So often, the personality and identity of large organisations, such as Sainsbury’s (a UK Supermarket), gets lost behind walls of best practise and automated responses.
While I wouldn’t necessarily describe Sainsbury’s as a challenger brand, this is the type of response you would expect from great challengers like Zappo’s, Virgin America and innocent smoothies.
It’s a Challenger behaviour that we’ve begun to see more and more. And that is the simple act of not treating your customers like idiots. I think it comes from the idea that a customer who has chosen your brand, your challenger brand, surely must be pretty smart.
Basic, you’d think, but it seems that the vast majority of brands assume you are a dribbling banjo-playing moron, who having been duped into being a customer by lowest common denominator marketing, now needs to be lulled with platitudes, scripts and crackling pan-pipe covers of Girls Aloud.
I am writing a much longer, more boring blog on this (and have been writing it for months to much amusement of other ebf-ers), but this was such a good example, I had to share.