Case Studies:
Office Depot
An office supply provider that gets it all right! WOW!
06/24/04

When I found a nifty leather-bound three-ring binder that held loose-leaf pages for phone number and address information, I thought, "This will be perfect as a compact notebook for projects, if only I can find some hole-punched lined paper the right size." I didn't need the address pages - all are in my digital assistant phone.

That was the start of an odyssey carrying me through three major office supply stores, ending at Office Depot, that happened to be the most distant store in my ever-expanding search radius. My e-mail to Office Depot tells the story, so read it below:
 
Message: office Depot Input at web site 06/18/04
Event: 06/18/04 18:33 Pacific Time; Store #0801 Reg #011 Trans #0423; Employee: 401414

I needed 8.5" x 5.5" for a 3-ring binder. Office Depot had it (Mead 43100 17225) when your major competitors (Office Max & Staples) didn't.

When I walked into your store, I was immediately greeted by a spiffy, energetic and enthusiastic gentleman. It was as if HE owned the store.

I told him my need - he clarified it - asking if I wanted college ruled paper (yes) - and he walked with me to the bin - all the way at the back of the store. He carefully pointed out the paper he sold was slightly higher than the sample size I had given him - and he made sure the multi-ring holes in the Mead paper lined up with my sample. They did.

I doubled my tiny order to two packages - only because of this man's fabulous service. It was as if I was standing beside the CEO of Home Depot.

He walked with me to the register, efficiently checked me through, and asked if there was anything else I might need. I joked, "This must be your biggest order today ($4.74). He answered with enthusiasm (and a smile), "Every order helps!"

My company, The Thompson Group (www.thomgrp.com) specializes in strategic marketing & customer retention. In the world of retailing, every link in a very complex chain (starting in the parking lot) defines the success of the venture, and the probability for the sale and return business. You know that. Every link in this tiny transaction was exceptionally strong.

I received help at your competitor stores. Their people were good - but they didn't carry (Staples) or were out of stock (OfficeMax) the product.

The encounter at your Concord, CA store was so exceptional - in a retailing world full of nightmares - I wanted to let you know of my delight - and ask for your permission to use Office Depot and this event as an example of getting everything right.

We would also like to discuss this exceptional example of perfect service on our web site.

Best regards ...

William H. Thompson
Principal
The Thompson Group
Walnut Creek, CA 94596

Here's the e-mail reply we received a few business days later on 4/24/04.

William Thompson
The Thompson Group
PO Box 4596
Walnut Creek, CA 94596

Dear William:

Thank you for your recent comments regarding the Office Depot location on Challenge Drive in Concord. For the lateness of my reply, I apologize. We appreciate you taking the time to let us know that our associates made a difference in your store experience. Please be assured that I will share your kind words with our Store Manager and the entire management team at that location. It is good to know that we are serving our customers in the best possible way.

I have forwarded your inquiry for permission to use this example in your work. Please allow 24-48 hours for a response. (Note: Permission arrived the same day)

Again, thank you for choosing Office Depot. If you have any further comments or suggestions, please do not hesitate to contact us again. All of us at Office Depot appreciate your business, and I want to thank you for choosing to shop with us. If there is anything more that I can do to assist you, I hope that you will feel free to contact me again.

Sincerely,

Laura Getchell
Executive Customer Relations Assistant
Office Depot Inc.

Here is a BIG company! Office Depot generates revenues of $11 billion annually and has 43,000 employees worldwide. But, Office Depot deals with its customers - one at a time. Notice the personal care and specificity of their e-mail reply - not a form letter. The speed of their response was also commendable, in spite of the apology for its lateness. Here is a company able to "pull off" its values statement posted at its web site. Part of that goes ...

Fanatical Customer Service

  • We impress our customers (internal and external) so much that they want to buy again.
  • We give higher priority to people than to tasks.
  • We do it right the first time but "wow" our customers on recovery when we miss.

All this over a $4.74 order!

Will we continue to shop at Office Depot? Place yourself in our shoes - and then decide for yourself.

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