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Transparency and authenticity are what it takes today. Yet, many companies have been slow on the uptake in demonstrating a genuine approach to their customers. I have posted many times about lackluster customer service and messaging, so it's time to balance the score card and share a shining CEO message.


I just purchased a new router and wireless network adapter to replace older technology. Admittedly, my choice of product was motivated by cost, so after doing my due diligence at the local Best Buy store, I decided on the Belkin N router and wireless adapter, both on sale.
After installation (during which the overseas Belkin rep was extremely helpful), I noticed that the Best Buy bill had a message on the bottom:
........................................................................
BEST BUY VALUES YOUR FEEDBACK!!
TAKE OUR SURVEY AND ENTER FOR A CHANCE TO WIN A $5,000 BEST BUY SHOPPING SPREE!!
Visit http://www.bestbuycares.com
& enter the following codes:
.........................................................................
The link takes you to a landing page with a large photo of Best Buy CEO, Brian J. Dunn. I immediately notice that he is wearing a jacket, a pale-blue, open-collar shirt and no tie. The picture doesn't even look like a posed professional shot, but one taken in the hall of the office one day. Message: informal, relaxed, friendly, approachable.
Here's the message that falls under the page title "Best Buy Customer Voice Survey."
First, I'd like to thank you for shopping with us. We recognize that you have many choices about where to spend your hard-earned money and I appreciate that you have given us an opportunity to earn your business. Second, we strive to create the best possible experience for you, and I appreciate your honest feedback about what we are doing well in our stores and where we need to make improvements. Listening to our customers is very important and you can be assured that your voice will be heard. Thank you in advance for your time and input.
At the conclusion of the survey you will have the opportunity to enter a drawing for a $5,000 Best Buy shopping spree*.
Sincerely,
Brian J. Dunn
Chief Executive Officer

I really liked the message. I liked that he thanked me first before saying anything else. So, I took the survey. As a marketer, I know how important the feedback is, so I usually comply with these requests.
Mr. Dunn and his marcom people "get it." The message appeared genuine, caring and indicative that he and his team will take the survey results seriously. The first step gets an A+. Of course, I can't say whether they walk the talk at this juncture, but I was impressed.
What do you think? Take a look at the landing page and tell me what your impressions are? Is it genuine to you? Does it create a positive brand experience?

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ABOUT THE AUTHOR
image of Elaine Fogel

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel