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Turn Good Customer Service into Good Advertising
By: Dwayne W. Waite Jr.
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It is very interesting to see when our fellow advertising and marketing professionals fail to see the inherent connection between customer service and advertising.

As an educator, we find it hard to believe that our very students do not think of customer service as part of the marketing spectrum.

Well, it is. And customer service is what wins customers after they see the advertising.

However, in the case we are about to talk about involving J.Crew, the opposite is true.

A journalist wrote J.Crew's creative director an open letter on NY Magazine's The Cut blog, describing an old swimsuit she used to wear in her youth. She missed it, and wanted J.Crew to start making it again, because nothing was the same.

We wouldn't be writing this if the CD, Jenna Lyons, didn't respond. Of course she did.

In a full spread ad in NY Magazine.

Well done, J.Crew, well done.

The cool thing about this ad is that J.Crew answered an influencer, allowed its gatekeeper to have her name on it, and, in the meantime, brought back an old product.

Based on the designs, this wasn't some willy-nilly answer. J.Crew sincerely answered this freelancer's request. And that's not a bad thing. The journalist's wholesome, genuine letter probably spoke for more than one woman. And J.Crew and Lyons just won them over.

Good customer service is a beautiful thing.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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