In a recent report, we evaluated mobile eGift card buying experiences using Temkin Group’s SLICE-B experience review methodology. As part of the process, we also received a number of eGift cards. So we took a look at the experience through the eyes of the eGift card recipients. Rather than do an entire experience review, we decided to just give kudos for some of the better practices that we found:
- Petco includes the sender’s email address with a helpful tip about saying thank you, making it convenient for the recipient to thank the sender.
- Amazon clearly defines the next steps in the process, telling the receiver how to redeem her Amazon.com gift card in their original email, easing any potential anxiety about how to continue with the process.
- Macy’s anticipates the receiver’s needs by including a section on featured help topics specific to the receiver, such as; Can I use my Gift Card at Macy’s stores and online, Can I reload my Macy’s gift card, and Macy’s store locations and hours.
- Jo-Ann demonstrates consistency across the experience through the inclusion of its brand colors and logo on every email, reassuring the recipient that the company is fully connected to the brand.
- Michael’s appeals to the excitement the recipient feels when she discovers she has a new gift card. The email features phrases such as “special delivery” and “congratulations” at the top of the note, eliciting an immediate, positive emotional response.
The bottom line: Look at experiences through the eyes of your customers