“Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing. Our world-renowned packing specialist lit a local artisan candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, November 26, 2012.
We hope you had a wonderful time shopping at CD Baby. In commemoration, we have placed your picture on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
Thank you, thank you, thank you!
We miss you already. We’ll be right here at http://cdbaby.com/, patiently awaiting your return.”
I must have read and re-read that email a hundred times, it made me feel so good. I haven’t felt that special since an ex-boyfriend sprang for Barbra Streisand tickets. (unfortunately, that did not end well) That email was like a big hug from a total stranger, made more delightful by its unexpected appearance. I felt warm and tickled, like I’d just swigged from a mug of steamy hot cocoa with cinnamon sprinkles.
And all I had spent was $12.00 plus HST, and I was being treated like a hero. Why can’t other companies do that? More to the point, why don’t car companies do that? If I drop $20,000 or more on a car, it should be cause for champagne and celebration.
To be fair, there are some car people who put pomp and circumstance into a car delivery. One of my favourites is Heninger Scion in Calgary, Alberta, who literally treats their customers like rock stars – when a car is delivered, they makes a music video out of it!
Another car dealer who ramps up the volume when a client picks up a car is Toronto’s Auto Showplace, placing a celebratory photo of happy customers and their new purchases on the Auto Showplace Facebook page.
Now if CD Baby were in the car biz, you can bet they’d do their customers proud. Picking up a car? You’d be the star of no less than a 30-minute featurette with dancing girls, jugglers and elephants. For a crowning touch, they’d have the car driven in by a celebrity, who’d burst into song.
Okay, so maybe that’s a little over the top. But most of the time, it’s not so hard to make clients feel special, like their business really means the world to you. When someone goes shopping online, there are SO many choices. And there isn’t that face-to-face opportunity to make a memorable impression. So a smart operation will use every tool they have … like their imagination. They’ll give their clients an an excuse to come back for more by rolling out the red carpet at every chance.
When you buy a big-ticket item like a car, that should be a given. Let’s hope CD Baby fever catches on.