The one and only café experience – Philz

A post by Leila FAN, MSc student in Digital Marketing @KEDGE Business School.

The other day one of my friends posted this on we chat “God please bring Philz to China; I swear to you guys once you’ve tasted Philz’s coffee you would never step in Starbucks again”.

I stared at my screen and asked myself “Well, it’s a coffee shop, what’s the fuss about it?”

After that, I started to dig in, I found that this coffee shop is indeed one of a kind. Coffee shops are just like mushrooms in the rainforests: they rise and fall in big cities and you can easily find a bunch of them in any neighborhood. But there are some things that made Philz stand out. Well, by “standing out” I meant Philz was the coffee provider of Mark Zuckerberg’s wedding.

When you walk into Philz, it gives you mixed feelings: you can see a variety of people hanging out in there: hipster, Silicon Valley elites, mums and maybe some constructions workers. Somehow, this cafe brings everyone together. So what exactly does Philz do to make itself one of a kind?

  • The devastating menu and their hand filtered cafe. Anyway, a cafe is a cafe, the product itself plays an essential role in the game. According to Philz’s founder, Phil Jaber, he has spent 7 bloody years in researching the best coffee. From choosing the beans, working the baking process and designing those fancy coffee favors. For example, one of my buddy’s favorites, “the Greater Alarm”, there are Nuts berry and pineapple in it— seriously ? !

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The greatest stuff. Well they’re not going to call your name when the coffee is ready like they do in Starbucks. Philz’s stuff are genius in a different way: they will make your very own special coffee according to your preference and they’ll casually talk to you while they pull the 96 degree hot water into the filter. Your personal coffee is made in front of your eyes. And this exchange between the coffee maker and the client really makes the experience more intimate and personal.

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  • Casual ambiance & decorations. When you first walk into the Philz in San Francisco, you will probably feel like walking in somebody’s home. You can find pictures of the owners’ families on the wall, casual coffee makers who are not even wearing uniforms, smiling and small talks between them and the customers… Everything feels so intimate. This particular ambiance almost makes it feel like a communist community… remember we talked about plumbers and techies just talking like there’s no big deal?

However some might say that, all these elements are not really “unique” among cafes, but success is chemical instead of physical, don’t you guys think?

Leila FAN

A lot of shoes, low prices, free shipping, what is the trap?

A post by Adam TALL, MSc student in Digital Marketing @KEDGE Business School.

Which girl would not dream of this? A closet full of bags, purses, heels, boots, sandals, ballet shoes. What would be perfect would be to have all this at a low price. Right, ladies?

Some people would argue that it is a dream that will never come true. Well, you are mistaken, JUSTFAB made your dream come true, girls. Maybe it will be nightmare after, but at the beginning, it’s a dream. JUSTFAB includes:

  • Pair of shoes for all type of occasionsTALL 1
  • Lower prices
  • Free deliveries
  • Easy access to services
  • Easy registrations

You’ve got to admit they set up the bar high for us ladies.

All this can only make us dream, right?

The thing is you need to be careful about what you see. Having a “face full of make-up” is a must nowadays. You need to seek for what is hidden behind these layers. Many people saw the true colors of JUSTFAB, and I can confirm that it is not pleasant to discover that a same face when cleaned up could be totally different from the one with tons of make-up.

When you log in for the first time on the JUSTFAB website and you make your first order, everything seems so simple, I would even say a little bit too simple. Your order is confirmed and delivered on time, your shoes look like the one you chose online and life is beautiful.

However, when signing in, were you told that you were subscribing to JUSTFAB? Did you pay attention to that clause mentioning that your bank account will be debited 39, 95€ every month?

Your dream could become a nightmare:

Every month JUSTFAB will be taking 39, 95€ from your bank account. From their point of view, you have to buy a shoes every month. Right it’s nice, but what if we do not want it? If we cannot afford to pay 39, 95€ every month for one reason or another?

On the website they mentioned that you are able to cancel this option at any time. You have to login every month and cancel it before the fifth of every month. If you forget they will debit 39, 95 euro from your bank account, and unfortunately they will never return this money.

Some girls have tried to unsubscribe the offer but then they met a way less pleasant customer service.

The question to be asked is: Where is the community manager of Justfab?

Most of the customers that have sent an email to the customer service received as answer that they could unfortunately not return the money due to reasons that they do not state in their mails.

How could a customer service be so unscrupulous? Where is the customer value? How could JUSTFAB keep his customer’s loyalty and trust with the way they treat them?

This is a very unpleasant customer experience and of course, as the customers share their experiences, JUSTFAB often loses a large number of customers.

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Some of the customers are badly reacting on JUSTFAB’s social media and the notoriety of JUSTFAB is rapidly decreasing due to the not so good customer’s experiences. We are not here to judge them but to create instead an awareness among the customers.

If you think that those practices are acceptable, nobody will judge you but, do you think it is fair to be credited 39, 95 euro every month without your approval? Do you think that it is fair to be forced to buy shoes every month in the same shop?

Think about it, and don’t forget to leave a comment to let me know your point of view.

Adam TALL

Great customer experience at Zappos

A post by M’Boh ASSOUMA, MSc student in Digital Marketing @KEDGE Business School.

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This story is about Channel. Channel has been a Zappos customer for a long time. She like them, she trust them and she love the fact that she can order something, and if she doesn’t like it she doesn’t have to jump through a gazillion hoops in order to return it. This is especially helpful if you have a slight shoe addiction.

On Monday, she lost her favorite sunglasses. She was at the beach and needed sunglasses. She could have hunted all over the island for someplace that sold them, but that would’ve cut into her happy time. Priorities, people.

Instead, she logged onto Zappos at 4pm the day of her unfortunate wave diving incident, and ordered a replacement pair. As soon as she hit “buy” she realized she hadn’t selected expedited delivery (which was an extra $15-25) and thought that was a stupid move on her part. She can’t swim without wearing contacts, and if she is wearing contacts, she really needs sunglasses. Surely that’s worth an extra $25, right? She immediately called Zappos’ customer service number to modify her purchase. The nice rep  she got took just a minute to look up her account and said, “Well, Channel, even though you didn’t order expedited delivery, you’re a VIP customer. We upgraded you as soon as we got the order, free of charge.” Free. Expedited. Delivery. Without asking for it. Without paying for it.

She asked when it would ship and he said that it would ship on Tuesday (since the order was received late in the day) and that it would arrive on Wednesday. Perfect.

The next morning – one day later — she got up and went out for a bike ride and breakfast. When she got back to the house at a little before Noon, there was a Zappos box on the front step.

That’s not only expedited delivery, it’s how did they make this happen so fast, ridiculously awesome delivery.

Based on Channel experienc,e we have two characteristics to make great customers experience.

1-Confidence: Based on her history the company made the delivery without getting delivery cost.

2-Right moment: They deliver the product a the right moment as the know what were happened to the customer.

Then to make a good customer experience company should be able to anticipate the right moment to provide a great experience for the customer. 

M’Boh ASSOUMA

Introducing: the KEDGE students guest blog series

For the first time since the inception of this blog, I’m going to host not only one guest blogger, but  15 of them!

What?guest blogger blog blogging contribution marketing

As a professor at KEDGE Business School in Bordeaux, France, and I am teaching on the digital marketing specialisation in our Msc programme. Within our “digital customer experience”, course kicking off today, I’m inviting my students to contribute to this blog with a guest post each.

Why?

It think it’s important for a future marketer to learn to produce quality content for a vast audience. It’s also part of a student’s job to articulate critical ideas and be able to share them convincingly. The point of this series of guest posts is getting the students out of their zone of comfort and providing them a friendly, yet professional outlet to do so.

How will it work?

Student will write on a topic of their choice, related to customer experiences. I’ll post the work and they will then promote it.  At the end, they will peer-assess each other’s work and this will count toward their final grade.

I am really excited to see their output and share it with you, which will come out in March and April.

Stay tuned for 15 insightful, smart and fresh posts from my students! They’ll be waiting for your support and tons of shares and comments to get their grades up, so watch this space!

Photo credits: huffingtonpost.com