Customer Service: Creating Brand Advocates & how ASOS does it right

Posted on April 21, 2011 by Namuli Katumba

As you may or may not know I’m off to Australia this weekend for a long (and I can vouch that it is well-deserved) break. As with all holidays of any length, there is always the task of meeting those last minute to-dos at home and at work, which tend to increase your stress levels a teensy bit. Unfortunately, my standard reaction to stress is… to shop. And what better way than online where I can browse in short stints to my heart’s content.

As I’ve noted in previous blog posts, time is of the essence here so the sites where I get fast loading pages, videos of what the clothes will look like as I walk (vital information people) and that have easy navigation will be my constant ‘go-to’. But, it doesn’t stop there - I expect, no actually, I demand as my right, good customer service. In my book it’s practically a crime to provide a product or service to someone and then, once you’ve got their money; ‘Ok thanks, see you later… who are you?’

Ladies and Gentlemen, I present to you As Seen On Screen or ASOS.com as it’s more commonly known. I’ve been a devotee of this glorious company’s services for almost five years and never turned back. In fact, I can cite multiple people that I have recommended this site to and they have also become firm advocates. Using the example of a purchase I made yesterday (please see the first paragraph detailing my guilty stress habits) I will break down the pillars of their excellent customer ethos in three ways:

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Under Pressure – 2 Sides of the Social Media Movement

Posted on April 1, 2011 by Namuli Katumba

Social Media Pressure is a modern affliction that comes in many guises. Some people may not even realise they have the SMP. It can take hold when you least expect it but once identified can be easily dealt with. Outlined below are the two poles of SMP. Each is very much its own camp.

The ‘I don’t understand why you’d want to broadcast your whole LIFE in that way’ Camp

This is probably the most typical and readily identifiable type of SMP, which used to be associated with a particular age, demographic, and level of computer literacy. But conversely, and perhaps because of the huge up-take of social media tools when they are first released, there is a slight but noticeable backlash. So this camp now not only includes those who would never want to publish details of their life over the social media web, but also those that have previously been gung ho, all for, full caboodle, engaged in the concept of updating…

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