Customer Loyalty

Imagine my surprise when my daughter brought home a pack of 2009 Element from school last week. I had forgotten that I gave her teacher a bunch of old trading card packs to use in the class “treasure box” – a special box from which the kids get to select a prize when they behave all week. She was very excited when she opened the pack and found a Missing Element card. We decided that we would get on the computer after dinner and enter the card.

Except…the Missing Element redemption page isn’t up any more. The product is two years old and we’ve taken it down. So, now imagine the Press Pass Director of Customer Relations trying to console her 7-year-old who can’t redeem her card. Quite the lesson, huh? Some of you would say it serves me right.

Regardless, it was a good reminder that decisions must be made with the end-user in mind. At Press Pass, we know we’re one of the smaller trading card companies. We produce trading cards for niche products and entertainment properties and while we’re pretty successful doing it, we always remember that we have to do it better than the big guys.

Most of our customers see that in our customer relations policies. I can’t begin to tell you the number of times someone in our department has been told how refreshing it is to find out that yes, we will still honor your redemption card past the expiration date or yes, we will work with you to figure out what happened to your card. As much as possible, we want to fix what is wrong and turn a bad experience into a good one. We even try to fix it when it’s not our fault. (Chances are if you leave your just-opened trading cards next to your three-year-old who is coloring with markers, you will find interesting new art on your cards.)

As a retailer, I believe it is important to have the same strategy. The reason collectors like to visit hobby stores is to experience the fun of opening packs with a group of people who are as enthusiastic about the hobby as they are. They are also there because it is familiar – usually, they know you, they know your store and they know your events and promotions. Anything you can do to enhance their experience will only increase their loyalty.

Terri Rehkop

Listen, Sympathize and Care…

The more I work in Customer Relations at Press Pass and answer telephone calls from people everyday the more interesting it becomes. I always anticipate what will be on the other end of the phone call – will it be pleasant, will it be an angry customer or a happy customer? Most people would dread answering the phone when it rings and hesitate picking it up. But actually, some days I look forward to it and look forward to helping that person in hopes that they will be satisfied at the end of the call. You can usually tell what the conversation will be like, within their first few words, and in the tone of their voice. The customer can also tell what type of mood the customer relations people are in too; just by the way we answer the phone call or talk to them.

I always try and answer the phone with a smile or at least an upbeat voice.
It’s interesting to know how many different personalities there are out there, dealing with NASCAR trading cards and die-cast each day. I sometimes wonder how many are really into the collecting of our trading cards and how many years they have done so. It’s kind of like making new friends or relationships that will continue for years with Press Pass - which is important to our company. So it’s important for me to sympathize, listen and care about what they have to say. It always works better than getting upset or frustrated or answering the phone like you’re having a bad day.

I’m learning that trading card redemptions are a big deal for some who are avid collectors - and not so much for others. Most just want some results for their card or money spent, while others want that specific card and nothing else! It’s nice to know that on most occasions, I can finish the call and know that the person is satisfied and happy. It is rewarding to me that I have left our customer feeling good, and that their issue or problem has been solved to their satisfaction. I enjoy being a member of our Press Pass Customer Relations Department. Hum, what will tomorrow hold? Who will I have the pleasure of speaking with? Will it be you?

Have a great day!
Lisa Shelby