MACNA was awesome. It gave us an opportunity to interact with some of our customers face to face, the way people did for centuries before this new-fangled inter web thing...LOL
On the plane rides home, it dawned upon me that although our most visible apparent function is to sell corals and invertebrates to hobbyists around the country, it really goes far beyond that. Sure, we want to make money- our creditors don't care that we would love to sit around the raceways and hug our clients while talking about the merits of low-nutrient systems and sand beds. Yes, we are capitalists. Nothing wrong with that at all. That's what we do for a living.
During our first year in operation, we've sold a lot of animals to a lot of hobbyists...But the overwhelming truth is that it's not just about statistics or numbers. Each sale represents so much more: It's a PERSON- a fellow reefer who has seen something on our website that caught his or her eye- caught it enough for him/her to reach into the wallet and pull out a credit card to purchase the animal.
And it doesn't stop there. Every day, Joe and I get to talk to excited reefers all over the country that can't wait to get their package. No matter how big or how small, its the coolest thing in the world for us to hear a customer tell me how happy they are to have found that special Zoa, or Acro frag they've been searching for all these months...Whatever they purchase, it's about the person- the relationship that we have just begun. Many become reefing friends. Many are repeat customers. Tons of 'em are on a first name basis!
Sure, as we grow, it's getting harder and harder to remember every single customer and that one special coral they found, but you know what? We still understand you, and what makes you tick. In particular, we understand the excitement and enthusiasm that each and every reefer brings to the hobby, every day. It sure is cool to hear that. As Unique Corals grows, we cannot not forget that. Joe and I have instilled it into our "corporate culture" that each employee understands just how important it is to take care of you- our customers. What your purchase is all about. Everyone here gets it. The person who frags your coral, the one who feeds them. The guy who packs your shipment for delivery. Every one of us. We totally get it. This is your hobby, OUR hobby. A joint passion, and for many of us- a lifestyle. So it's really important that we understand just how much every fish and coral means to you. And the relationship that we forge via these creatures is just that- a relationship. And a relationship requires trust, understanding, honesty, and communication.
Our number one goal is not to sell the most coral in the country by hammering you with sales, hype and crazy offers. It's to provide you- the most important part of our organization (yeah, you're part of our organization- our "brand ecosystem")- with the highest possible level of customer service, so that you'll want to work with us again and again, and make us a regular part of your hobby enjoyment. Sales will follow by doing the right thing- wether it's replacing a dead coral without a hassle, waiting a few weeks before offering a newly-imported coral, or calling you before we ship your order. Earning your trust and friendship are the focus. Guess what? If we do our job- you'll be back- and so will your friends...and we'll eventually sell a lot more stuff. Simple. It's not about the number of "Likes" on our Facebook page or people reposting our pics- those are all cool, but the real name of the game is if we make you feel good doing business with us.
And what happens when stuff goes wrong? It does, you know. Fed Ex has messed up a delivery- or worse yet- WE sent your package to the billing address instead of the shipping address, or forgot to enclose a coral, or, sent something on the wrong day- yeah, all that stuff happens. We are not only human- we are REALLY human. We screw up. And you know what? When we do, we own up to it. We're not going to accuse you of not communicating clearly, or having overly-high expectations, junk like that. I see stuff like that on feedback forums and I want to vomit. A vendor going at it in a forum with a client over a misunderstanding? I can't believe that stuff. Talk about damaging your brand- not to mention damaging a potentially great relationship with a customer? Yikes.
So there, I breached the subject. We screw up sometimes. We will continue to screw up. It's important to own that. We are not just a nebulous "brand." We are human beings, fellow reefers, and industry professionals. We have lives, mortgage payments, relationships- just like you do. Except the difference is that, when you plunk down your hard-earned cash, we owe you a level of attention that you deserve for choosing to purchase from us. We have an obligation to put systems in place to avoid mistakes in the first place. However, when they happen, we owe you effort to resolve your issues promptly and professionally. And if we don't- call me...Let me know what we screwed up. We'll fix it, trust me. Because if we don't, Unique Corals has failed at its primary mission- to build lasting relationships with our customers built on trust and a love of the reefing hobby.
We're working hard at building a different kind of company. Not just an organization that offers great corals on a responsible and sustainable basis. There are a lot of of great vendors that can probably do that. Truly great companies in any field understand that it's about building a relationship with your fans; having a two way conversation. Talking WITH consumers instead of AT them. This is not rocket science, but it is a formula for success that eludes many. When you combine great products, fair prices, and outstanding service with an emphasis on relationships, then you are doing something special.
We aspire to be something special.
We just thought you'd want to know that.
Thanks again for your support and friendship. Have a great weekend!
Scott Fellman and Joseph Caparatta
Unique Corals
) It just goes to show with your statements that there are awesome people that want nothing better but to better the hobby itself.
