Applauding Mobile eGift Card Receiving Experiences

In a recent report, we evaluated mobile eGift card buying experiences using Temkin Group’s SLICE-B experience review methodology. As part of the process, we also received a number of eGift cards. So we took a look at the experience through the eyes of the eGift card recipients. Rather than do an entire experience review, we decided to just give kudos for some of the better practices that we found:

  • Petco includes the sender’s email address with a helpful tip about saying thank you, making it convenient for the recipient to thank the sender.
  • Amazon clearly defines the next steps in the process, telling the receiver how to redeem her Amazon.com gift card in their original email, easing any potential anxiety about how to continue with the process.
  • Macy’s anticipates the receiver’s needs by including a section on featured help topics specific to the receiver, such as; Can I use my Gift Card at Macy’s stores and online, Can I reload my Macy’s gift card, and Macy’s store locations and hours.
  • Jo-Ann demonstrates consistency across the experience through the inclusion of its brand colors and logo on every email, reassuring the recipient that the company is fully connected to the brand.
  • Michael’s appeals to the excitement the recipient feels when she discovers she has a new gift card. The email features phrases such as “special delivery” and “congratulations” at the top of the note, eliciting an immediate, positive emotional response.

Petco Thank You Amazon Instructions Macys Help JoAnn Consistency MichaelsPositiveTone

The bottom line: Look at experiences through the eyes of your customers

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: