If you'd like to feature on the Official Soreen blog, please get in touch via @SoreenHQ on Twitter ot via firstname.lastname@example.org.
A few weeks ago I noticed on Soreen's website that an online store was due to open, dubbed the 'Sticky shop'. I was delighted to see that one of their future products was to be running tops; I rang up customer service and asked if they had any idea of when the shop would open as I was desperate to place an order. Although this is not what has induced me to write about Soreen, selling merchandise is a great way to build brand equity by allowing consumers to visually express their love for malt loaf - can you think of a more effective method of word-of-mouth advertising? Unfortunately, they were unable to tell me when the store would be open and took down my contact details. I thought nothing much of the phone call.
Albeit it is this special treatment that I received that is effective CRM, the reason behind the company success is based around a top-notch product and consistency. I just love how the company constantly stresses keywords: sticky, healthy and fruity. According to David Taylor, this goes to show that effective branding begins with a good product, which is then augmented by emotional extras such as CRM. Moreover, they have not messed around with the original recipe - god-forbid - that brought them success.
What personal experiences have you had with companies - big or small, known or unknown, English or foreign - where you felt that you were treated exceptionally well? Or have you ever been put-off by a bad experience to never purchase from a firm again? Please let me know in the comments.
P.S. If you haven't already, I urge you to try malt loaf for yourself!"
© Joshua Blatchford, author of Manifested Marketing, 06/06/2011