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CRM: What can Sainsbury’s tiger bread tale teach us?
Back in 2011, three-year-old Lily Robinson wrote to supermarket chain Sainsbury's to ask why tiger bread was so called when it looked more like the spots on a giraffe. Customer manager Chris King replied, agreeing that she had an excellent point and that the baker reponsible for tiger bread was possibly, "a bit silly."
The supermarket chain has since changed the product's name to giraffe bread and, as customers caught on to the rebrand, Lily's story has gone viral for a second time.
Marie Taillard, Professor of Marketing at the London campus and Director of the Master in Marketing & Creativity programme, spoke to MyCustomer.com about the valuable insight of this charming tale.
"Lessons for brands are clear. Don't just listen to your customers, but engage with them every step of the way through social media and any other available channel. For retailers, stores are a huge opportunity for engagement – sales employees should all be sensitised to the fact that they are the most critical point of customer interface and intelligence.
"Practically, brands should map out their customer experience journeys in great detail so as to clearly visualise every possible touch-point and have specific plans in place for how to engage through these touch-points on an on-going basis. As brand control continues to shift away from brand owners to their customers, we need to shift our mindset from 'How do we react to such one-off events' to 'How do we continuously engage with our customers to co-manage the brand?'"
You can read the full story by visiting MyCustomer.com.
