John Gerzema of Y&R’s BrandAsset Consulting is a pioneer in the use of data to identify social change and to help companies both anticipate and adapt to new consumer interests and demands. Gerzema also shares some of his findings in the pages of Inc..
In his latest piece for Inc., he examines eyeglass provider Warby Parker’s customer service model, what it means and what others might learn from it.
Warby Parker is built on an insight that eyeglasses are a distressed purchase. The eye chart is the easy part, but the vanity test is where the stress begins. Think about it: You stand in front of a mirror in the presence of a salesperson while choosing an expensive object that will be perched square on your nose for years to come. It’s a Seinfeld skit played out at the mall.
But Warby Parker is kind of like Lenscrafters meets Netflix. Simply upload your photo to their website and you can virtually try on every style of frame. Still can’t decide? The company will mail samples to you. Started by Wharton students Neil Blumenthal, Andy Hunt, Jeffrey Raider and David Gilboa, the company strives to make every aspect of the experience is relaxed and unhurried. Instead of pressuring you, they’re betting you’ll be a more satisfied customer if you get to make a buying decision in your own sweet time.
Warby seems to get that purchase funnels are now petri dishes…
I love how Warby is in no rush. This tells me they’re confident without being cocky.
Whether it’s products or services that one hawks, going against the grain by exuding a patient confidence might be a winning move.