I woke up the other morning with the strangest craving for a hot chocolate. I don’t usually drink them, but for some reason just needed one.
Sadly, the necessary ingredients weren’t in the cupboard. So I had to settle for a coffee.
As someone who pretty much runs on coffee, I tend to drink Nespresso when I’m at home (have you ever tried to grind beans and froth milk while holding a child? And no, this isn’t a paid post of any kind).
So just for fun, I tweeted Nespresso.
@nespresso if you could make a hot chocolate pod, that would be truly awesome
— Ben Shute (@Ben_Shute) August 16, 2012
Now I’m a realist when it comes to brand responses on Twitter. As a social media manager, I know and encourage the importance of them, but understand that it’s rare to get a response unless its a customer service issue. There was a research piece produced by Amex earlier in the year that said that while 25% of people who tweeted a brand expected a response, only 9% actually got one. Safe to say, I was in the 75% with this tweet.
So I was surprised when my phone beeped later that day – they had tweeted me back.
@ben_shute Hi Ben. Thank you for your suggestion, we will pass it on to the appropriate team. Have a nice day!
— Nespresso (@Nespresso) August 17, 2012
Now, in reality, the tweet doesn’t mean much – they’ve passed it on, have a great day. Considering a hot chocolate pod would probably be outside the realms of the way their machines operate (they’re built to push hot water through coffee), the idea’s probably going to stop there.
What it does do for me though as a consumer is make me feel a bit warm an fuzzy about the brand. I now know they are is listening, and are taking the time to talk back to the people who buy their product. For most consumers too, it’s this little glimmer of hope that maybe, just maybe, the thing they’ve asked for or are seeking will happen.
It’s these really small interactions that can mean big things for you as a brand. When was the last time you made one of your customers feel special, just because you could? Have they offered you a suggestion on something they would like to see? If so, did you thank them for it, or did you just file it?
Think about how you can surprise and delight your customers today, for no other reason than making them feel like they are heard.
And in future if you’re reading this while drinking your Nespresso hot chocolate – you’re welcome.
PHOTO – yon garrin via Flickr