A couple of months ago I joined the Dollar Shave Club (DSC), which offers inexpensive shaving products for men. I liked DSC’s funny and irreverent marketing and assumed I would enjoy their products. I was smack dab in the middle of their target market (basically, guys who hate shaving and don’t like to spend money). (Note: If you check out their site, be warned that their promo video has some implied language in the title.)
When I placed my first order, I chose the middle tier 4x blades and purchased a tube of shave butter as well. The package arrived a few days later and I was looking forward to a great shave the next morning.
To be honest, I was a little disappointed.
I didn’t care for the shave butter at all. (My friend who first recommended DSC raved about the shave butter, so to each his own.) I also wasn’t that impressed with the blades, which didn’t seem any better than what I was already using (Gillette Fusion blades, if you’re interested).
But I stuck with it, wanting to give myself a chance to really like the products.
A few weeks after I joined, I received an email from DSC with a link to a survey. I sent my thoughts on their products and was still deciding whether I would continue my subscription.
Then, a week or two after completing the survey, I received this email from DSC:
Thanks for taking our survey! You mentioned in your comments that the 4x blades do not meet your shaving needs, so sorry to hear you aren’t loving your blades. Everyone’s shaving needs are different and I’d love to help you find a razor that is a better fit for you.
I’d be happy to send you out a free trial of our Executive razor if you’d like to give it a try. It is a 6 blade razor and has a trimmer blade on the back for precision areas. Please let me know if you are interested, and thanks again for the feedback!
I was surprised and happy to receive this personal message from someone at DSC. I mean, how many times do you get a personal response back from a company whose products you don’t initially love?
But DSC has decided to do things differently, which is fantastic. I replied to Carlos’ message, thanking him for contacting me and taking him up on the offer for a sample of the upgraded blades.
Based on this experience, I’m taking away three lessons about customer service that apply to anyone who has an audience, customers, a platform, or fans of any type. (Because let’s face it: anyone who reads, enjoys, hears or otherwise consumes your creative work is a customer on some level.)