My Customer Experience

Have you heard of HelloFresh? If you haven’t – it’s a subscription service that saves you the hassle of having to meal plan or going to the grocery shop each week because they send you fresh meal kits for you to cook at home. 

Image Source: https://www.kisspng.com/png-hellofresh-meal-kit-united-states-meal-delivery-se-5466928/

I recently made a purchase from HelloFresh and was pretty satisfied with my #digital experience – so satisfied that I’m going to share it with you!

Image Source: https://www.redbubble.com/people/slappo/works/29077964-sharing-is-caring?p=poster [Accessed 22 Aug. 2019].

So how did it all start?

One day, my partner and I were sitting there with a blank shopping list in front of us, struggling to think of new dinner ideas before we finally gave up and turned to our mate google for some help – that’s when we stumbled upon a cheeky little #GoogleAdWords ad for HelloFresh that would ultimately change how our household works for the better!

So, we perused around on a bunch of competitors websites but ended up back with HelloFresh; 1. Because we preferred their meals but 2. Because their website was so user-friendly and nice that it just 100% sold us on the benefits of a subscription based meal kit! No more thinking about what to cook or having to go down to woollies after a big day at work? YES PLEASE! Where do we sign up!? – Well actually funny I should say that because we were directed to a nice little iPhone app where we could do just that – how convenient! 

That isnt all the app is good for though, we are able to choose what meals we want, what time/day that are delivered, how many meals we want, manage our subscription and get updates on what’s going on! Not a bad example of providing a good sense of perceived control if you ask me! (Rose and Hair 2011)

Anyway, so we chose everything we wanted and got to the dreaded checkout section.. But hey- we were pleasantly greeted by the option to use what we believe to be a secure payment option – Paypal. ~ Trust [Check] low perceived risk [Check] ~ (Rose and Hair 2011)

Not everything went smoothly though, when our meal kit arrived some of the ingredients had been damaged in transport/weren’t as fresh as advertised. This destroyed our faith in the service pretty quickly, however It wasn’t all doom and gloom. HelloFresh’s digital presence was able to turn it all around as they have a Facebook Messenger page that allowed me to effortlessly send in my complaint and within minutes chat with someone and receive some pretty generous compensation for the mishap. So just like that, by simply resourcing a digital team to interact with customers, I went from being dissatisfied with the service to a now loyal, return customer of over 8 months. 

I guess that sums it up pretty well, #DigitalMarketing by HelloFresh influenced my cognitive and affective status, into becoming a satisfied return customer, simply by acting upon the 8 antecedents that work to understand the online customer experience. (Rose and Hair 2011)

And now for a bit of fun.. Here’s my puppy doing stuff in slow motion!

References:

Chaffey, D. and Ellis-Chadwick, F. (2019). Digital marketing. Harlow: Pearson, pp.64-65.

Redbubble. (2019). ‘Sharing is caring’ Poster by slappo. [online] Available at: https://www.redbubble.com/people/slappo/works/29077964-sharing-is-caring?p=poster [Accessed 22 Aug. 2019].[IMAGE]

Rose, S. and Hair, N.C. (2011). Online customer experience: a review of the business-to-consumer online purchase context, International Journal of Management Reviews, 13 (1), 24-39. https://onlinelibrary.wiley.com/doi/full/10.1111/j.1468-2370.2010.00280.x

Image Source: https://www.kisspng.com/png-hellofresh-meal-kit-united-states-meal-delivery-se-5466928/