Better use of your transactional emails can better your business.

I had a great customer experience last week. My windshield was cracked and needed to be replaced. I called my friendly insurance rep at Progressive Insurance and was told the deductible was higher than the cost of replacement so payment would be at my expense. Would I be interested in being referred to their preferred supplier, Safelite AutoGlass and get the preferred discounted pricing? Doh!

I made arrangements with Safelite Autoglass to replace the windshield later that week. So far, so good, and no big deal. Here’s where they really shined.  Shortly after the phone call I received an email from them confirming my order. I had made arrangements to have the work done in the parking lot of my office building. It’s a big building with a huge parking lot and only moderately patrolled. What if these people weren’t on the up and up? What if somehow a scam artist impersonated the real installer and stole my car after I gave them the Keys? I know, you say, a little off the wall here. But I think you get my point about just the general over-all level of concern. As if on cue, another email arrived. It was branded with the company logos and information. It confirmed the appointment, price and all the details needed about my vehicle. It also had sections on Security and Safety along with a picture of Charles and a brief biography about him. My gosh, instant reassurance. I knew these people were legit and I knew my installer by his first and last name and more importantly what he looked like. The day after the installation SafeLite send a follow-up email to confirm my satisfaction and ask if I would take a survey about the experience. I’m sure you can tell how I responded to the survey.

The point of this story is; the act of confirming a business transaction can be so much more than just a simple confirmation. It is an opportunity for a company to reinforce their Brand awareness, garner customer satisfaction, develop customer loyalty and gain insight into their customers’ experiences. The only step in the process that Safelite missed was the opportunity to cross-sell or up-sell other services they offer. But hey, I’ll overlook that because they’re so much farther ahead than most other retailers/service companies already. It's part of a growing trend, where smart retailers are finding more ways to connect with their customers through online and digital formats.

Mike Morawski, Chief Development Officer & Satisfied Customer