Chewy.com (how they got 72m+ impressions for under $100)

May '23 (edited) in Case Studies

Chewy is great at delighting their customers. So much so, they’re getting 100m+ impressions /yr (for free).

Here’s their CX strategy:

Send customers unexpected birthday gifts.
Send flowers & hand-written notes.
Respond to all mentions with unique responses.

If you search “Chewy customer service”, and filter by latest, you’ll find 100+ new posts /day of customers sharing their experience.

In one of their most popular tags, a customer received over 42k retweets and 718k likes after sharing that their pet passed away and that they no longer had a need for the food. All Chewy did was refund the customer's order (~$81) and sent them flowers ($~40).

Although this may have cost them money in the front end, the goodwill ended up giving them 70m+ impressions on that tweet alone. (not to mention the 1k's of other similar tweets).

Practical tips:

Create goodwill (even if nothing is expected in return).
Don't hold customers refunds hostage. Even if they seem to be wrong, don't hold it against them.
Have quick response (<2 hrs), humanly (not copy & paste), and even in odd times (ie. 2am).
Respond to all mentions on social media.

Let me know what you think. Feedback. Questions. Thoughts.

Cheers🥂

~ Phil Vilk

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Good Word Of Mouth

skool.com/good-word-of-mouth-4131

Breaking down how top companies delight customers with word-of-mouth strategies.

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