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CX Stories

Amazingly shocking customer experience stories! (Part 1)

Written by Vivek Jaiswal | Co-founder, Customer Guru

In this series of posts, we are bringing some amazing customer experience stories that are going to leave you astonished, but with a smile on your face!

Sainsbury’s is one of the biggest supermarket chains in the United Kingdom. It hit the bull’s eye with customer experience when it went ahead and renamed its ‘Tiger Bread’ after a little girl gave some brilliant piece of advice.

It started in May 2011, when three and a half year old Lily Robinson wrote to the supermarket and asked why its Tiger Bread was called that when it looked more like a giraffe. Have a look at the hitherto named ‘Tiger Bread’ and decide for yourself!

Giraffe Bread

Chris King, who at that time worked in the customer service team ensured that the letter was responded to – and it was done brilliantly. King acknowledged that it was a bit weird why the Tiger Bread was called that when it actually resembled ‘blotches on a giraffe than the stripes on a tiger’. He also candidly admitted that renaming the bread would be a ‘brilliant idea’.

Here is the letter and its response for you.

Letter to Sainsbury's

Sainbury's reply

Lily’s mother posted this on her blog, and the letter and its response went viral. It trended on Twitter for a while before it died down. However, In January 2012, Twitter and Facebook was buzzing with this exchange again. Sainsbury’s received thousands of emails and phone calls extolling its amazing customer experience gesture.

But that was not all. In the same month, Sainsbury’s decided to give in to the overwhelming unanimous voice of its customers – that the Tiger Bread actually looked like a Giraffe. And, believe it or not, Sainsbury’s changed the name of the bread to ‘Giraffe Bread’. Its statement on the website said: “In response to overwhelming customer feedback that our Tiger Bread has more resemblance to a giraffe, from today we will be changing our Tiger Bread to Giraffe Bread and seeing how that goes.” (Source: Why we’re renaming Tiger Bread to Giraffe Bread)

Wasn’t that an amazing piece of customer experience? Of actually making your customers believe that you are listening to them? Of taking feedback constructively and implementing changes accordingly?

Do let us know your thoughts!


Do you want to
improve your
Customer Experience?

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