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.
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.
