Transcript
The rock star experience is just basically going that extra step for the customer. It’s
exceeding their expectations and I think that if you can exceed your customer’s
expectations time after time, constantly exceeding them, then customer is going to be
wowed. They are going to tell a hundred of their friends ‘Hey guess what, I went to
Haworths the other day and I asked them for this and they gave me this and they also
gave me this as well and it was really cool.” They are going to brag about it, their
experience. So we are in the business of giving that rock star experience, that’s really
what we do and that’s kind of of where it came from and through that we have systems
where we implement actual rules for the guys.
If a customer comes in, we’ve got 10 seconds to say hi to that customer or just to
acknowledge that they are there. We got 10 seconds to do that with the customer.
Online it’s a little bit different but we have these rules set in place so that the guys know
that’s what we live by. We got to make sure that every single person who comes in gets
that rock star experience.
Online, because it’s so competitive, your service has to be tip-top. Even more so than
your store front. And a couple of times we’ve been pulled up on it. If we’ve slipped up or
something like that, we will get told about it. But you don’t always get a second chance
online. In a store you might but your service has to be tip-top online. If you are going to
be on there and you are going to be mixing with a lot of other businesses out there in a
highly competitive market place, your service has to be right.
We actually give people the option when they order it online to choose the set-up. They
can even choose the tuning of the strings, how they want it tuned as well. We make sure
that its packed really well and that its sent over because we know that if we sell this
customer a guitar they are not going to be able to bring it back in, they’re not five
minutes down the road.
As soon as that person makes contact with us, we are on it straight away. We are onto
the email straight away, we are writing back, we are making sure that we ask him “How
are you doing, How’s the weather over there”. Things like that, just building report with
the customer straight away like you do in a normal shop situation. So we’ve got to build
rapport with them right away and when they get to trust us and then I think they can then
feel comfortable buying from us. It’s the word of mouth for us that really important so our
service has got to be tip-top every time.
We had a customer fairly recently who got a guitar off us in another country and was so
over the moon that he actually sent us a video of playing the guitar, playing his favourite
song on the guitar and basically singing us, telling us how much they really appreciated
the service, how much he really liked the guitar. And that was really cool. We just set
that up on Youtube and he just sent us a link and it was really cool to see that. And we
have got sent other Youtube videos of customers filming themselves unpacking their
guitars when they got it and being all excited and stuff. And its really cool to see those
things and to know that we’ve made a great impact and they’ve been given that rock star
experience that we talk about.