The Thank You Department

a thank you department at wine library. com my business I was talking to Kristen the head of the thank you Department which oh by the way is not customer service the thank you department is playing offense customer service on social media is playing defense so we're playing a little offense customer comes in I call Chris I go listen the book's about to come out I need some examples for the crowd something that's relevant something that's real and tangible not me just going up there and saying here do it customer places an order from Chicago and we find who he is on Twitter and then we follow him in the month of January and here's what we saw Jay Cutler I love you Super Bowl runs through Chicago Packers you suck andon Rogers you're dead yeah we won today next stop Super Bowl today's the big game oh Jay Cutler's hurt we're in trouble crap we lost but I still love you J Cutler okay we took that data so the data I have in a normal 1995 World was he likes bolo and Brunello the information I have today is what hits him in the emotional Center what he's willing to put out to the world and what paints a picture about who he is so I called Kristen after she sent me this datea and I said Christ here's what I want you to do go to eBay and I want you to buy a Jay Cutler sign Jersey and send it to him with a note saying thank you for your first order with wine library. com and that was it and that was kind of the talk I was giving for the first part of the book to tell people about some of the things we're looking at that consumers are putting out more data than ever and we can really leverage that data to give one-on-one marketing to win their wallet because it's all about lifetime value not about the spend you get right now but over the last couple of weeks the story's changed on stage because something good happened he finally emailed back and he said hey you know first of all I Kristen thank you so much you know I'm a hedge fund guy in Chicago I'm very busy I got the Jersey I love it it's framed in my office I didn't have time to write you back amazing how did you know but I just want you to know that I've spent hundreds of thousands of dollars with Sam's in Chicago which is a great store if you're in Chicago you should shop there great store I've spent hundreds of thousands of dollars there but they've never done anything for me when I walk in the store they don't even know who I am this gesture means a lot to me and count yourself as somebody that I want to do business with the rest of my life