This archive report was first published on 11 August 2019.
Published on August 11, 2019, a customer's experience with The Folio Society, a London-based publisher of special editions of classic books, showcases the delicate balance between technology and human interaction in delivering great customer service.
The Folio Society, founded in 1947, has been a bibliophile's delight for decades, producing beautifully crafted hardcover books with premium paper and elegant typography. However, their website's online payment system failed to deliver, causing frustration for a customer who attempted to purchase books during a summer sale.
Despite the technical issues, a courteous and apologetic email from a real person, Sally Wilby of The Folio Society, offered a phone call to resolve the transaction. The customer was initially hesitant but eventually gave in, and the issue was resolved in just a few minutes.
The experience highlights two key takeaways: first, if a product is truly distinctive and cannot be obtained elsewhere, customers will be forgiving; second, if key people are engaged with their work and proud of it, they will rescue many situations with warmth and empathy.
As Sunny Bindra, the author, notes, 'great customer experience in the digital era is indeed about new technologies, fresh channels, quick transactions, and short interactions. But it is also about people.'
