Corephone: a great example of the service ethos, customer experience and customer centricity! (Part I)

If your smartphone or iPad needs fixing then contact Spencer at corePhone

It is rare that I come across a person, a company, a business that has cracked the customer-centricity code.  It looks like Spencer and corePhone have done just that.  All you have to do is to take a look at the website (the entire design of it) and read the testimonials to get that Spencer / corePhone is a world apart when it comes to the customer experience they generate and the delight they engender in customers.  So if you have a broken smartphone or iPad then you should contact Spencer at corePhone (www.corephone.co.uk).

Have you noticed that smartphones have a design flaw?

Smartphones are easy to use & useful so they are heavily used.  In the process of using them we drop them and that is when we find out that smartphones have a serious design flaw: they are fragile, they don’t bounce.   Have you dropped your smartphone?  What thoughts/feelings did you experience?   I dropped my iPhone 4 and was shocked to find that the expensive case ‘fell apart’.  Yet, thankfully, it did that when it hit the ground and so my iPhone was ok.  I let out a sigh of relief as I was not looking forward to paying £400+ to get a new one.  Some of us are not that lucky.   Recently one of my colleagues dropped his iPhone, allow me to tell you his story using his words:

“We’ve all either seen it happen or had it happen to us…shiny iPhone one minute, a moment of clumsiness / butter fingers and the next minute it looks like this…

This is what happened to me today. I have no idea how it happened but I saw it all take place in slow motion and I was left cursing …. To make matters worse, my iPhone did have a bumper on it but as happens when you drop a piece of buttered toast on the floor, my iPhone landed face down……. I couldn’t even answer the phone when it rang as the cracked screen had affected it ‘touch screen ability’!….

Luckily sense prevailed and I left the screw drivers and claw hammer in the draw and Googled ‘iphone 4 cracked screen and Portsmouth’…..and bingo!! I came across a helpful chap called Spencer.

A quick phone call later he gave me his address and instructions to be there at 6:30pm (no earlier please as he has his tea at 6pm !). By 6:45pm I skipped out his front door £60 lighter but with what was effectively a new looking iPhone. All fixed, cleaned and shiny !

…… If you find yourself in a similar situation I cannot recommend Spencer enough. Whilst he’s an air traffic controller by day, he’s running a handy side line fixing iPads, Blackberrys, Nintendo’s, Camera’s, laptop screens etc.. by night.   A link to his site is below…probably worth book marking!  As I live local to him I’d be happy to hand deliver your broken item to him should you want me too!     Core Phone

Let’s take a closer look at Spencer / Corephone: testimonials to die for!

It is not often that I read that kind of review, that kind of delight, that kind of enthusiasm, that kind of advocacy.  So I took a look at the CorePhone website to see if my colleague’s experience was exceptional.  It is not.  I was totally blown away by the testimonials - specifically the way that Spencer  is treating his customers, how he is making them feel and the impact he is having on their lives.  Here are a selection of testimonials (I have highlighted what speaks to me by ‘bolding’):

I cannot start without saying how amazing this company is! My iPhone was smashed front and back and my home button was faulty after dropping the phone. Spencer replied quickly to my request of a repair and he offered me a next day service. In addition, he offered an amazing price for all jobs. When the repair was conducted, it was an amazing job, the phone looked brand new and Spencer even cleaned my earpiece and other ports out of courtesy. And even more amazing, it was fixed in 20 minutes! I would definitely use this service again and would recommend all to use corePhone for any iPhone repairs as the service you will receive is first class.     Gary Coldwell, Hampshire, March 2012

“Many thanks Spencer. It is nice to find such a genuine guy who could repair my iPhone. I texted Spencer to see if he could repair my iPhone. He texted me back and booked for the repair to be done Monday night. I waited for the repair to be done and could not believe how fiddly it was, but it was soon all put back together and looks like a new phone. Phone this guy; you cannot go wrong.    John Tucker, Titchfield, September 2011

“I would like everyone to know what a fantastic service spencer(corePhone) extended to me. I texted spencer at 7:40 am on Saturday and he replied straight away. I asked if he would take a look at my I phone 3G home button as it hadn’t worked properly for a while. He allowed me to come to his home at 8am and had my phone all fixed and ready to go by 8:15am !! Nice, friendly, quick & professional service is worth every penny,especially at Spencer’s fair rates. I recommend this service 100 %.    Jim, Pickfords Segensworth, January 2011

What can we learn from Spencer / corePhone?

The testimonials show that Spencer / corePhone create superior value for people who have damaged their smartphones.  Let’s take a closer look at this superior value.

Customer Insight

The central insight that corePhone is built upon is the understanding that customers are attached to their smartphones.  Smartphones break – especially the screens.  Getting these screens replaced through the high street retailers is both time consuming (long delays) and expensive.  Customers want a fast turnaround and more affordable repairs.

Value Proposition

The value proposition is what converts people with a problem into customers who reach out to you and buy from you.  So what is corePhone’s value proposition?  According to the website, “affordable iPhone repairs”.  Read through the testimonials and you will find that this is a compelling value proposition.  Customer after customers speaks about the fairness, the reasonableness, the affordability of the repairs when compared to Apple and other high street retailers.

The Customer Experience

It is the Customer Experience that generates delight, indifference, disappointment and/or anger.  It is the Customer Experience that generates advocacy, word our mouth recommendations, customer loyalty and repeat business. Why?  Because this is where you keep or break the bargain that you struck with the customer through your value proposition. This is the area that Spencer / corePhone excel in.

If you reach out to Spencer / corePhone then Spencer responds quickly even on a Saturday morning at 7:40am or Sunday when he is out shopping.  And Spencer fixes your iPhone quickly – one customer rang at 7:40 am Saturday, was at Spencer’s workshop at 8am (that day) and left delighted at 8:15.  That is the next clue:  Spencer fixes your iPhone quickly – seems to be between 15 minutes and a half-hour.  Furthermore, by the time the iPhone is handed to you it looks new, perfect.  Finally, it looks like Spencer does more than he has to (‘”cleaning out ear pieces and ports..”) and treats his customers well – his customers like him as a person not just as a professional.

In short, the Customer Experience exceeds the value proposition.  The value proposition only talks about affordability and sets that expectation.  The Customer Experience delivers that extra: responsiveness, speed of turnaround, the intimate contact – being with /watching Spencer fix your iPhone in front of your eyes!  What must it be like to see a master craftsmen open up your iPhone before your eyes and convert it from a wreck to a work of beauty?  And how many of us want to take a look inside our iPhone and see how it is put together?  This is all included in the Customer Experience!

Have you noticed that corePhone doesn’t have a loyalty or social media program to generate advocacy?

At a recent CMO dinner I asserted that companies that create superior value for customers through compelling value proposition/s and delightful customer experience do not have to pay the tax of customer loyalty.  Show me a company that has a loyalty program and I will show you a company that is selling ‘me too’ products, services, solutions.  Please notice that corePhone is not having to go out and bribe customers with customer loyalty and social gimmicks.  Why?  Because it is a strong value proposition and it delivers an amazing (wow!!) customer experience.

Part II coming next

Enough for today, in the next post I will take a look at the corePhone website, extract and share with you the lessons for building a website that works for customers.  Very few websites do that especially if they belong to a big company!


Posted on April 2, 2012, in Case Studies, Customer Engagement, Customer Experience, Customer Insight (inc VoC), Customer Philosophy, Customer Service and tagged , , , , , , , , , , , , , . Bookmark the permalink. 4 Comments.

  1. Maz, it strikes me that Spencer is quick, fair and does that bit more than you expect

    I bet he hasn’t ever read a thing about customer engagement, strategy, relationship management, centricity….

    He is just using a bit of common sense to make his customers happy and some money on the way

    The problem with most large organisations is they think too much

    James

    Like

    • Hello James
      It occurs to me that you are bang on when you say that Spencer is quick, fair and does that bit more than his customers expect. What is interesting to me is that being quick, fair and doing a little bit extra is so rare, that it occurs as special as delightful! What does that say about all the other companies / vendors/ suppliers in our world? To me it says everything: that the vast majority of sellers land as being slow/unresponsive, unfair/greedy/manipulative and do the minimum that they need to do or can get away with doing.

      I also agree with you when you say that you bet he has never read anything about customer engagement, strategy, relationship management etc. It occurs to me that Spencer is simply being himself. That is to say that his natural way of being is one of service/contribution in the broadest sense. Spencer and I are in touch via email and I have asked if he will agree to be interviewed as I’d love to learn more about him. If he agrees then I will be writing a follow up post about Spencer and his philosophy that underpins what he does and the way he does it at corePhone.

      All the best.
      Maz

      Like

  2. Hi Maz,
    I agree with James in that many companies, large or small, seem to over think things. What Spencer seems to do is provide a service to things that he really likes (loves even) to people who share (even partly) his passion and that makes him happy and want to be the best he can for the people he helps.

    Simples!

    Adrian

    Like

    • Hello Adrian
      Cannot agree more with you and James. Spencer wrote a short, warm, friendly email to me thanking me for my post. What showed up for me is that the email had the kind of touch that just fits with the way that Spencer is and does business. I have asked if he will consent to be interviewed as I’d love to get to grips with and share his philosophy.

      All the best
      Maz

      Like

Follow

Get every new post delivered to your Inbox.

Join 4,319 other followers

%d bloggers like this: