Company culture - The 3 approaches Lush have taken to apply expertly crafted customer service

Soap demonstration in a Lush store

The face of retail has changed dramatically in recent years. Competing on service in this market now requires an immersive experience for every single person who walks in the front door…

It is this positive, personal experience which makes customers want to return to a shop again and again, and bring their friends.

The latest in our series uncovers Lush, a high street cosmetics retailer that manufactures environmentally friendly products, free from animal testing.

Not only that, the company has now been voted Britain’s best shop on the high street for customer service by consumer choice expert Which? for two years running. Here’s why…

They show you the benefits, as opposed to telling you

Walking into a Lush store is a multi-sensory experience. The smell of their homemade products greets you on entry, the open layout invites you to touch and interact with the things on display, and you can even learn how their ethical produce is made through regular in-store demonstrations.

Purchasing an item from Lush is less about picking up a standard bar of soap or bath bomb, and more about taking home a piece of the experience for yourself.

They make giving feedback easy

Type in ‘Lush customer service’ on Google and you are quickly inundated with ways in which to contact the company to voice your opinion. If you do not wish to call or email the company, you can also get in touch directly via their well-maintained customer care Twitter feed, dedicated to listening to any concerns and responding accordingly with useful feedback.

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They carry out random acts of kindness

One customer, Megan Blake, recently wrote an online review which detailed her wonderful in-store experience. After being happily greeted and recommended several products (which she then bought), Megan got home to find a free bar of soap in her bag, with a note explaining how the Lush team think it’s important to demonstrate random acts of kindness from time to time.

Lush has become a widely recognised leader in customer service and it’s no surprise that, during a time of significant decline for the high street, the business continues to grow and go from strength to strength.


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