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Deeper Shade of Viral: How 1 Brand Hero Delivered an Irresistible Experience

August 22, 2011 by Liz

A True Story of How to Win a Life-Long Advocate

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Now, more than ever, growing brands search for connections that mean something to their customers and the people who help their business thrive. The good ones reach to their employees to put human values inside their value proposition.

That isn’t a new thing.

And the brands that long for their messages to “go viral” might check out this story. It happened over 25 years ago, yet it’s so powerful, memorable, and moving that I think of it and repeat it every time I see the FedEx logo. I still choose FedEx over the others, because of this one event. I still forgive their occasional mistake as an accident. That’s a lifetime customer relationship and since I’m still telling the story, in my book I’d call that hugely viral.

In the last century, when Federal Express was at its peak performance. I was working at home right after my son was born. The work in my hands was on a drop-dead deadline that day. I called FedEx for a pickup because I was not going to be able to deliver the package myself.

We were in a suburban disaster – a fast-rising flood. Hours after the rain, we watched from our second-floor balcony as the water from the Des Plaines River in the parking rose above the door handles of our only car. My husband, my infant son, and I were waiting to hear when we’d be evacuated and for how long?
Then the phone rang. It was the FedEx man. He was on a high spot across the street. “Ma’am, I have a delivery. Do you need this package today?”
“I’m sorry. Yes, I do and I have one going I out too,” I explained the uncertainty, the deadline, and the evacuation.
“No problem,” he said. Then he confirmed the entrance he should use. The door was on a slope above the water line still.
I hustled to ready what I had to send. Then I went on the balcony, just in time to see a young man holding package over his head, walking through water that was up to his chest. Amazing! The neighbors on their decks were as transfixed with the image as I was.
We met at the door. We did the business of trading packages. Then he went back out. As he stood on the stoop, he thrust the new package up over his head and before he set off through the flood again. He surveyed my neighbors with a huge grin and shouted,

“We not only deliver. We pick up!”

He Delivered More Than a Package

That day that FedEx man delivered more than a package to the people who saw him. He delivered hope and trust to folks silently wondering when they would be evacuated, how long it would last, and what would be waiting when we got back.

He was a hero to people who were in distress. He saw what he saw – opportunity not a problem. He knew what he knew – he could use his power to refuse or do something outstanding, heroic, and incredibly cool. And with a huge and generous grin, he walked through four feet of water to make things work better than they were supposed to work.

He was living the values of company. Their tagline at the time was “Relax, it’s FedEx.”

If that same experience happened today, all of us watching the FedEx man in the water would have taken pictures and video with our smart phones. In seconds, we would have uploaded the pictures and video with the caption “We not only deliver. We pick up!” to YouTube, Flickr, Twitpic, and Twitter. Within seconds, thousands of people would be sharing his quote with the picture or the video.

What the FedEx man did was irresistible and shareable by definition. He made everything easy. He made me feel good about being part of it. And he left me with a story that I’m proud to pass on. It’s an unforgettable feeling when a guy is willing to trek through half a block of river water for you. You can bet I became a fiercely loyal FedEx customer.

FedEx built their brand on a company community of employees who were the value in their value proposition. It’s hard to compete with a community like that. The true stories about FedEx hero employees made them the company we trusted, relied on, and got to know as our friends. We didn’t think about other options until the heroes started to look the same as “the guys” who delivered packages from the lower priced brand.

And because my experience with the FedEx man actually happened, I’m still sharing it 25 years later.
Will you even remember the Old Spice Man in 5 years? Human relationships are a deeper, more lasting shade of viral.

Whether you’re a brand of 1 or 1,000,000, the deeply loyal relationship you make with your customers can outlast any single offer, product, or incident.

What is your brand doing to build a winning community?

Be irresistible.

–ME “Liz” Strauss
Need help building that winning community? Work with Liz!!

Buy the Insider’s Guide to Online Conversation.

Filed Under: Customer Think, Personal Branding, Successful Blog Tagged With: bc, Community, FedEx, irresistible, LinkedIn, one true story, personal-branding, viral

Carnival of Extreme Customer Service Is On!

September 25, 2006 by Liz

Looking for More Service in Your Live?

Did my FedEX guy story get you thinking about great service . . . wishing we had more of it? Then head over to carnivale and check out how to get the customer service competitive edge.

Meikah at Customer Relations: The New Competitive Edge has brought together a list of exceptional bloggers writing on Impossible or Exceptional Service. At this carnivale you’ll find.

  • Doug of Service Untitled
  • Glen of Customer Service Experience
  • Mike of ConverStations
  • Paul of The Unlawyer
  • Maria of CustomersAreAlways
  • Reden of Renewable Energy
  • and me.

Now there’s a list! Stop on over for fine writing and insights you won’t find everywhere by clicking the title below.

Carnival of Customer Service

Thanks, Meikah, for putting these wonderful works together in one place for us.

–ME “Liz” Strauss

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Carnival of Entrepreneurship Is ON!
The Marketing Carnival Hits Town at Home Office Voice

Filed Under: Business Life, Customer Think, Personal Branding, Successful Blog Tagged With: bc, Carnivale-of-Customer-Service, Customer Think, FedEx, Meikah-David

Extreme Customer Service? I’m Still Telling the Story

September 24, 2006 by Liz

Extreme Times Call for Extreme Customer Service

Customer Think Logo

I have never worked for FedEX, nor do I know anyone who has. . . . I wrote this because Meikah asked whether I knew any stories about extreme customer service and this is the one that I know. I know it because I lived it

The Flood

We stood on the deck of our second floor condo, watching the flood waters rise. The rains had caused the river to rise by 12 feet. It overflowed its banks, wiped out the highway, covered the streets, and was overtaking our parking lot. Word in the building was that we would be evacuated some time that day.

“We” was me, my husband, our 2 year-old son, and a 7-year-old cockatoo named Chicken.

Rescuers were coming, in rowboats on streets of suburban Illinois, to take us away from our home. The rain had stopped — not the flooding. We stood most of the morning on the deck watching the water rise and get closer. It was already up to the seats of our cars.

Deadlines Don’t Care About Floods

My husband and I were working freelance on a deadline project. One part was due that day at a publisher about 12 miles east of us. It couldn’t be late. It was part of a program costing $millions being submitted at state level. The state had no give to the cut off submission date.

My husband and I had the work done. We didn’t know how to get it there. Our cars were useless. We didn’t know where we’d be that night. We got the package ready in hopes of finding an answer before we were evacuated.

The FedEx Guy

About then the phone rang, it was a young man. “Excuse me, this is FedEX,” he said. “I have a package. Do you need it?”

The package was the next part of the same project. Who knew how it would find us, if we didn’t take it now? I said, “I’m sorry, but yeah, we really do need it.”

“No problem, Ma’am.” he said. “I’ll walk it over to you.”

I put the phone down and took my husband out on the deck. Coming through the water — at one point it was chest deep — was a guy in a FedEx uniform, holding a package above his head.

Our neighbors started cheering and applauding. The young man was smiling and waving. He made it look fun.

When the FedEx guy got to our door, we traded packages. My gratitude was all over him, explaining. He was all smiles still, saying it was his job. (I took his name. I wrote the company about him.)

Meanwhile, our neighbors had gathered everyone they could. The crowd was much larger when the FedEX guy left. As he opened the building door to go through the water, the applause started again.

FedEX man raised the new package high above his head and said very loudly, “Fed EX we deliver. We pick up too!”

What a gift that guy was. Every one of us was worried about what was happening, what damage would be done, when the water would stop. FedEX man did more than deliver a package. He walked right through the scary water to us, smiling.

He got us to laugh.

THAT is extreme customer service on every level.

That happened almost 20 years ago, and I’m still telling the story . . .

–ME “Liz” Strauss

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Service with a Smile
How Was Your Day as a Customer?
Just Say YES!
Customer Think: Saying Things without Talking

Filed Under: Business Life, Customer Think, Personal Branding, Successful Blog Tagged With: bc, Carnivale-of-Customer-Service, Customer Think, FedEx, Meikah-David

Net Neutrality 5-29-2006

May 29, 2006 by Liz

Net Neutrality Links

I’ve added these links to the Net Neutrality Page today.

A Long Way From Done

Coming Soon: The Web Toll from Popular Science;

“Welcome to the brave new Web, brought to you by Verizon, Bell South, AT&T and the other telecommunications giants (including PopSci’s parent company, Time Warner) that are now lobbying Congress to block laws that would prevent a two-tiered Internet, with a fast lane for Web sites able to afford it and a slow lane for everyone else.‿

In a thought process straight from “the tunnel‿ Christopher Yoo, a professor at Vanderbilt University Law School, argues that “consumers should be willing to pay for faster delivery of content on the Internet, just as many FedEx customers willingly shell out extra for overnight delivery. ‘A regulatory approach that allows companies to pursue a strategy like FedEx’s makes sense,’ he says.‿ Of course he, along with so many others, have yet to answer the “charges‿ that the consumer HAS ALREADY PAID!!!

Adam Cohen drinks the Kool Aid

The New York Times isn’t what it used to be. Rocked by scandal over the made-up reporting of Jayson Blair, torn apart by the dramatic ouster of Howell Raines, and shaken-up by Judith Miller’s megaphoning the Bush Administration’s fantasies about Iraq’s nuclear program, it increasingly relies on sensationalized, drama-queen reporting and opinion to hold on to a piece of market share. The most recent example of the Times’ descent into rank hysteria is a column today by Adam Cohen on the pending destruction of the World Wide Web:

Save Free Speech on the Web from Corporate Greed

And here in America, the greed of the big corporations is just as likely to stifle true democracy and freedom as it is to encourage it. As has been pointed out, for example, a free press is only free to those who can afford to own the press. We’ve all witnessed the growing lack of diversity of opinion in the broadcast media, where one or two large corporations, like Channel One, have bought up most of the smaller, once independent radio stations across the nation. Local programming has fallen and so has the rich mix of different voices and divergent opinions that was once the hallmark of local radio.

Now, the Internet also is being threatened, as this article in today’s New York Times shows. The telecommunications conglomerates want to start charging fees for use of the Web. By charging fees, they would be creating a tiered system that would favor large commercial sites that could afford steep fees while marginalizing smaller, independent sites. Those who couldn’t afford the pricey fees would have access only to lower speeds or perhaps no access at all.

–ME “Liz” Strauss

Related
NET NEUTRALITY PAGE

Filed Under: Community, SOB Business, Successful Blog, Trends Tagged With: adam_cohen, AT+T, bc, Bell_South, Channel_One, Christopher_Yoo, FedEx, Howell_Raines, Judith_Miller, Net_Neutrality, New_York_Times, Popular_Science, Time_Warner, Vanderbilt_University, Verizon

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