How to learn from Sainsbury's fun approach to client service

giraffe bread1

Every company on the planet says that brilliant client service is their number one priority. 

How many live and breathe that mantra?

Those that truly compete on service are seen as clear differentiators and ‘challengers’ in their market. In other words, they break the mould.

At our second annual gunnercooke Symposium, we heard that customers benchmark ‘brilliant’ against memories of their past ‘best’ service experience. So, whether you’re a manufacturer, retailer, accountant, or even a lawyer; you’re competing with the likes of Apple, Disney and Amazon.

Over the coming weeks we’ll be taking a look at what brilliant client service looks like in action – starting with Sainsbury’s giraffe bread…

Giraffe bread puts Sainbury’s head and shoulders above the restLily Robinson, aged three and a half years old, was confused by Sainsbury’s ‘tiger bread’. In her opinion, the bread much more resembled a giraffe than a tiger – and she’s right. With the help of her parents, she sent a letter to Sainsbury’s customer service department telling them so.She received a reply from a customer service agent that said “I think renaming tiger bread is a brilliant idea – it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn’t it? It is called tiger bread because the first baker who made it a l-o-n-g time ago thought it looked stripy like a tiger. Maybe they were a bit silly.”The letter was signed Chris King (age 27 and 1/3).

The story hit the press, and was shared across social media by thousands of people. Knowing that the customer was right in this instance, and spotting the opportunity to do something fun – Sainsbury’s changed the name of the bread in store, and put signs up to give credit to Lily’s original idea. It shows that successful companies consider everybody’s opinions as an opportunity to better their service… even those who haven’t yet started primary school.


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