Everyone talks about the value of customer service but how do companies talk the talk and walk the walk?

If you’re Zappos, for example, you do whatever it takes to make a customer happy. If they’re looking for late-night pizza, you connect them to pizza parlors open at 2 a.m.

If you’re Southwest Airlines, your flight attendants tell jokes and make flying like hanging out with friends.

customer serviceAnd if you’re Hockey Supremacy, you include a hockey puck with a message taped on the side – “First order at HockeySupremacy.com!”

In the scheme of things, it’s a small gesture. I mean, how much effort and cost does it take to toss a hockey puck into a package with two hockey sticks?

But the delight factor was sky-high. It made me laugh and, of course, prompted me to write a blog post.

Sometimes, companies need to recognize that small acts of great customer service go a long way. They build relationships, trust and brand likeability. It is important to recognize that relationships that get off on the right foot can last a long time.

This is particularly relevant for e-commerce, which is more of a transaction than an experience. When all a consumer does is click on a few button to make a purchase, how do brands differentiate themselves? How do they deliver good customer service other than getting the product to your door in a timely fashion?

Sometimes, all it takes is a hockey puck.

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