I recently placed an online order at Jockey.com for some t-shirts. My order was delivered as promised, but what really got my attention was an email I received a few days after the order arrived. It read in part:

"I just wanted to thank you for shopping with us–and to ensure that your experience with us was a pleasant one.

If you have any unmet needs or concerns, please just click reply on this email for a real, live, human response. Ninety-three percent of our emails are answered within 24 hours."

I think this email is impressive for three reasons:

  1. It is unexpected. How often do you receive emails from someone after you've purchased something and it's been delivered?
  2. It is easy. They ask you to reply directly to the email if you have any issues, as opposed to giving some link or another email address.
  3. It is real. They tell you that the email will be answered by a human and even give you impressive statistics on how quickly they reply.

What's most interesting about this is the email itself can be automatically generated by a good ordering system to go out at some point after the item has been shipped, so no additional work is required. And the reality is, the vast majority of recipients will not respond at all. But they'll get the message: Jockey wants to be sure you got what you wanted, and if you have any questions, we're here to help. A real, live human being is here to help.

What is your organization doing to surprise and impress your members and customers?