“Hi, this is Steve from Sweetwater, just reaching out to make sure you are satisfied with the guitar picks you ordered in the eighth grade. If there is any way I can further assist you in making your customer experience with Sweetwater the best it can be, please feel free to call me anytime and I’ll be glad to help. 
Again, this Steve at Sweetwater, checking in about those guitar picks. My extension is 260.”

Big thanks to Marcey Rader for sharing this with me. In her words,

“This was a joke someone wrote about Sweetwater. They are well known for their customer service. Even if you buy so much as guitar strings, you have a dedicated salesperson who will call you and check in regularly to see how you like your stuff. Kevin doesn’t like it because he feels it’s too much, but his two bandmates LOVE it and say they definitely buy more because they feel it’s so personal. Not sure which goldfish it is, but worth letting you know about.”

This is an epic example of the Purple Goldfish of “Follow Up.”

Today, your brand is no longer what you tell people it is. It’s what your customers experience, how they feel about your brand, and, most importantly, what they tell other people about their experience. Great brands know their customers and create an experience that is memorable and resonates.

What are your one or two signature differentiators in customer experience? Instead of being a “me too,” what is the one special thing your company does that is superior and distinctive in the eyes of your customers? What is that little something extra that is tangible, valuable, and talkable? 

Takeaway – When customers make a joke about your signature differentiator of service, you know you are onto something special.

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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at