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Naked Wines: great service and amazing customer experience

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We are always looking for the greatest customer experience on earth, service quality that will move you to the highest levels of loyalty. We found a new amazing example in the UK in the e-commerce industry : Naked Wines. Read below what those guys did. It’s just amazing.

Dissatisfied customer ? Make him happy to regain trust

You know we are very much following complaint handling practices in Europe and are especially receptive to companies showing great service quality. There are not many. Because not many firms actually do understand how rewarding it can be to do whatever it takes to satisfy unhappy customers. Our friends at Cool Blue understand it and enjoy high levels of loyalty. But it remained the exception … until last week.

Naked Wines : amazing satisfaction-focused company

Until we came across this example on the Facebook of Naked Wines, a company selling wine over the internet. The guys of Naked Wines have a pretty interesting marketing promise. They don’t think wine should be taken too seriously; they want to make great wines available to everybody and add a touch of excellence as far as service is concerned.

Yet something things go wrong when it comes to e-commerce (if you want to be convinced, re-read the article we dedicate to this on Wednesday).

So the experience of Steve Lane who posted the following message on Naked Wines’ Facebook wall.

So. A delivery of wine went very wrong, twice, which was not the fault of Naked Wines. The ‘Customer Happiness Team’ reacted instantly and sorted the issue out and I jokingly suggested that “could I have a lorry load delivered as compensation?”. Paul seemed to take it to heart and a few days later I did indeed receive an entire lorry load of wine as you can see. My faith in humanity is restored. Please can you promote Paul to Head of Customer Happiness.


 As you can see, his experience was not especially positive in the beginning. His delivery went wrong twice.

But fortunately, the Naked Wines team was empowered to make the difference; and above all they had this sense of humor that enabled to transform a failure into a great customer experience.


When you are faced with a dissatisfied customer, apply the Naked Wines recipe. Empower your team to offer an immediate redress. And please, don’t be rigid. Add a personal touch and emotion to create a memorable experience that will turn your customer into an apostle.

Picture: Steve Lane via Naked Wines
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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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