Better World Books: great example of customer centricity being practiced

I am curious about all kinds of stuff – that means buying quite a few books.  So recently I placed a number of book order from various Amazon partners – one of which is Better World Books.  Before they were invisible to me and now they are firmly in the limelight.  All because they sent me an email last week that simply stopped me in my tracks.  Here is that email:  Better World Books email.

Their email to me is a great example of customer-centricity.  Better World Books have taken the time to put themselves in my shoes and respond to my needs even before I realised I had those needs!  Specifically, they have:

  • anticipated a situation that is likely to get in the way of delivering on their promise and thus result in a poor customer experience;
  • written to let me know that there is a problem and explained what is causing the problems;
  • apologised for any impact that this situation – which is outside of their control – may have on me; and
  • given me sensible options – stick with them or to cancel the order.

The other noteworthy points are:

  • the tone of the email is just right – it is written in a friendly conversational – human – tone;
  • they have supplied their email address and encouraged me to get in touch with them if  I have concerns or questions; and
  • they have done their best to remind me to take circumstances into account when I rate them on Amazon – clearly this is a company that gets the importance of ratings on future business.

Now here is the thing.  I do not know if Better World Books has a customer strategy or not.  I do not know if they have CRM technology or not.  I do not know if they have optimal business processes etc.  Nor, as a customer, do I care.  What I care about is how they treat me, how they leave me feeling.  In my case I am feeling great about doing business with Better World Books.  And I think that their name is apt – they have helped to make my world better.

Next time I am faced with a choice as to who to buy from Better World Books will be top of mind and most importantly top of heart.

Author: Maz Iqbal

Experienced management consultant working at the intersection of strategy, customer, and technology. Combine a tendency to think strategically with a penchant for getting my hands dirty at the coalface of implementation.