Getting married comes with a huge number of expenses, most of which aren’t necessary, they’re ‘nice-to-haves’. The thing about over-priced luxuries is that suddenly customer service plays an even bigger part in the customer journey. I once heard that a third of BMW’s marketing was to prevent post-purchase dissonance and to encourage word-of-mouth marketing; they’re spending cash making sure that people are proud of their purchase. I can well believe it.
I’ve spent thousands on all types of wedding things over the past months running up to the wedding and the biggest factor as to whether I’ve enjoyed the purchase is the after-care. A friend of mine bought a Porsche last year; the biggest thing he talked about was the customer experience, not the car.
With wedding purchases, the first one is the venue. We’ve chosen a beautiful venue and I’m sure the day will go well and be run beautifully. The organisation of the planning and communication with them, however, is a shambles. I can’t wait to get married at the location in question, but, I hate that I’ve spent so much money with a venue that is such a pain in the arse. If they’d have made spending that money a pleasure, I’d have been their biggest advocate. As it’s been so difficult throughout, no matter how beautiful the place and how wonderful the day, I won’t recommend them. Simple processes and a decent system would have made it all a pleasure. There is a lesson here, focus on your customer experience and enjoy the benefit of an excellent referral rate and up-sales wherever possible. Provide an average experience and you’ll end up on page one of Google for all the wrong reasons.
The best example of customer service differential within our wedding experience was in the purchase of our wedding rings. Compare these two vendors:
2 – Kingshill Jewellers (Terrible jewellers, St Albans)
So What Can We Learn?
- Tiny investments in customer service go a very long way
- Mistakes are the best way to polarise a customer, they’ll become a huge advocate or a vocal disgruntled purchaser (bad news travels 7 times further)
- After sales care will make people talk about you even after the purchase is over
- Especially with luxuries, you have to earn every penny the customer and the money you’re demanding