A friend recently received this card from Summit when he purchased their product (thanks Kirstin!). What a great example of addressing an issue with the consumer in mind. There are a few things that stand out to me.
- Established a personal connection: Summit went through the expense to personally let their customers know that they were changing their bottle tops.
- Listened to customers: Although the solution did not match what customers were asking for (an easier twist off top), they acknowledged the feedback and explained why they chose a different path.
- Reinforced their brand positioning: The communication allowed their brand to shine through. The tone and statements such as "Please use an opener on our fine beers" reinforced their brand positioning.
- Sent from an authority: It was signed from the President and Founder demonstrating a customer focus from the top of the company down.
Kudos to you Summit for a great customer impression. Now if it would only get warmer so I can enjoy my summer Hefe Weizen with the new pry-off bottle top.