The world is changing. Customers care more about the experiences you provide them and more about what your business does for the planet. If your target audience is younger, you should be especially concerned.
This is why we have gathered a list of 3 companies that get the experience and the planet part great so that you can learn from them and get ideas about what you could do to improve the earth’s health.
Patagonia
Patagonia was founded in 1973 by Yvon Chouinard. At the time it specialised in selling rock-climbing equipment. Now they design clothing for climbing, trail running, skiing, snowboarding, surfing and fly fishing.
Even though they have increased the versatility of their offer, the main focus stayed the same – making high-performance products which leave the tiniest footprint possible. The company has become “synonymous with eco-friendly principles and outdoor-minded pursuits”.
The company has created a loyal consumer base by selling high-quality products and by providing excellent customer experience.
We don’t always make the right decisions – Patagonia however makes their customers feel at ease with their Ironclad Guarantee and a straightforward return, exchange or repair process.
For customers who are passionate about reducing clothing waste in landfills, the brand also created a section on its website called ‘Worn Wear’. Here the customers who may be looking for great quality at a cheaper price all while helping the environment, can purchase clothing that has been returned.
This is a great initiative and allows their customers to cut down on consumption and get more out of the clothes they already have. On top of this, their omnichannel experience allows customers to buy online and return in-store and vice-versa.
In short, Patagonia cares about customer trust more than anything. As Paige Harris says, “Its practices in the real world and the digital one protect customers and ensure they live in a safe and healthy world. From the company’s eco-practices to its protection of consumer data, you know you can trust Patagonia.”
Muji
More than likely you haven’t heard of Muji. However, they currently have more than 1000 stores worldwide. Comparing this with IKEA which has only 370 stores, they are a big brand. What makes them so remarkable is that they truly live by the CX motto of getting new customers through advocacy. As Martin Roll describes, “Muji spends very little on classical marketing in the forms of product advertisement or promotion. In fact, it does no advertising even on its own products, in line with its minimalistic ethics. Its success is attributed to word of mouth, a simple shopping experience, and communicating its anti-brand identity.”
On top of this, the company actively participates in initiatives aimed to help the environment, like reducing carbon footprint, recycling and reducing waste. Similarly to Patagonia, MUJI’s mission is to “inspire a simpler, beautiful way of living where less is more”.
They are determined to achieve a circular economy by eliminating waste and promoting recycling and reuse of materials. Each item’s design is taking into account the purpose for today and for the future. This mindset helps promote creating products that will last for years and demotes consumerism.
Their customers are loyal advocates that share positive experiences they had with the brand. MUJI makes this easy by giving back to the community. On their website, they write, “We see our stores as powerful platforms that help people discover independent businesses in the area. Through our MUJI Community Market initiative, we invite local small suppliers and artists to sell their products at our store, meet our customers and share their craft.
By featuring creators from illustrators to shibori textile designers and woodwork artists, we’re helping keep traditional crafts alive and supporting the local businesses that are an essential part of our communities.” As well as through partnering with Major brands like Nissan or Lego and creating their products in MUJI minimalistic design style.
Who Gives a Crap
The name doesn’t spring to mind as ‘The ecologically friendly company with great CX’ however it is. Who Gives a Crap is a toilet paper producer who makes toilet paper made from 100% recycled material including no inks, dyes, glues or artificial scents and no chlorine.
What really makes the brand stand out, in terms of their environmentally friendly actions, is that they donate 50% of their profits to Sanitation Projects. Originally the fact that there were 2.4 billion people without access to a toilet initiated the idea to start the company. Now due to their donations that number has decreased to 2 billion.
Their strategy is to provide excellent customer experience and leverage advocacy rather than invest in fancy marketing. They offer a money-back guarantee if you don’t like their products which grows trust in the company.
Their products are delivered in cardboard boxes that have a thank you message even for the delivery driver, “Hey delivery person! Thanks for lugging around 48 rolls of TP for us. You’re the best!” And when the customer gets down to the bottom of the box they find three toilet paper rolls in red wrapping paper with a note, ‘In case of emergency tear open wrapper. But don’t be that person who forgets to order more. Seriously. There’s nothing worse than running out of toilet paper. Nothing.’
Through the use of humour and puns the company managed to make a functional, boring product into something with a personality and an experience worth sharing. This is working well for the company as the customers constantly share their experiences on social media allowing them to grow through recommendations and customer advocacy.
How can you become more environmentally friendly?
Reduce Your Carbon Footprint
- Shift to products that produce less carbon.
- Invest in renewable energy
- Reduce corporate travel
- Switch to electric vehicles
- Educate your employees
Eliminate single-use plastics
- Create a plastics policy
- Avoid over-packaging your products
- Use recyclable plastic
- Use biodegradable labels
Pledge a % of your profits to sustainable causes
- Beach clean-up activities
- Planting trees initiatives
- Support global artisan communities
- The planet & carbon offsets
- Protect rainforests
Be transparent
- Avoid greenwashing accusations
- Increase customer trust and awareness
- Promote sustainability
- Apply self-regulation
- Accept feedback
Being environmentally friendly is essential in today’s business, as is having an exceptional customer experience. If you would like to learn how to create successful CX Strategies that will help your organisation win, enrol in our Professional Diploma in CX today.
