We recently read the truly great story of one man’s desire to taste a really great steak.
Peter Shankman flippantly tweeted, ahead of his two hour flight, about wanting to eat some great steak once he landed after a business trip away.
He would never have expected, upon his return, to be greeted a representative of Morton’s Hackensack who handed over a 24 oz. Porterhouse steak, an order of Colossal Shrimp, a side of potatoes, one of Morton’s famous round things of bread, two napkins, and silverware.
Twitter is out there, and many of us will use it on a daily basis, but this experience took customer service to an epic level.
In Peter’s words:
‘Morton’s Hackensack is 23.5 miles away from EWR, according to Google Maps. That meant that in just under three hours, someone at Morton’s Corporate had to see my tweet, get authorisation to do this stunt, get in touch with Morton’s Hackensack, and place the order. Then Morton’s Hackensack had to cook the order, get it boxed up, and get a server to get in his car, and drive to Newark Airport (never an easy task, no matter where you’re coming from) then, (and this is the part the continues to blow me away,) while all this was happening, track down my flight, where I was landing, and be there when I walked out of security!’
Here at 10 we call this kind of action an ‘Energiser’ – a WOW moment if you like – which is all about emotionally connecting with customers. These are the basis for the stories that the customer will tell about your brand.
It also shows the massive ‘true talkability’ and brand building potential of social media.