A few years ago I ordered a package from ASOS. Nothing fancy - a few t-shirts and a pair of jeans. At the time I lived in a large apartment complex that received many deliveries each day, however the building didn’t have a concierge. While at work I was sent a notification letting me know the package had arrived and needless to say I was excited to open it up.

I arrived home later that night to notice that there was no package - nothing at all in my apartment or downstairs in the mail area. With extreme disappointment I jumped onto the ASOS online chat to sort out the issue. I braced myself for a long and painful conversation, but I was shocked with the outcome, in a good way. I explained my situation to the online support representative and she apologised on behalf of the courier (who dropped the package off without a signature). The courier mistake was not the responsibility of ASOS, however by the end of the conversation she had placed a new express order for the exact same items, free of charge. This was a WOW moment for me.

Since that experience, I have shared this story countless times with friends and family. When trying to build your brand, Seth Godin explains it best, “it’s easier to love a brand when the brand loves you back.” I felt loved by ASOS that day. There are many companies that try to provide this type of WOW experience for their customers, however there are only a few that do it well.

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